In this article, we explore how digital marketers think about marketing in the age of Big Data surveillance, automatic computational analyses, and algorithmic shaping of choice contexts. Our starting point is a contradiction at the heart of digital marketing namely that digital marketing brings about unprecedented levels of consumer empowerment and autonomy and total control over and manipulation of consumer decision-making. We argue that this contradiction of digital marketing is resolved via the notion of relevance, which represents what Fredric Jameson (...) calls a symbolic act. The notion of the symbolic act lets us see the centering of relevance as a creative act of digital marketers who undertake to symbolically resolve a contradiction that cannot otherwise be resolved. Specifically, we suggest that relevance allows marketers to believe that in the age of surveillance capitalism, the manipulation of choice contexts and decision-making is the same as consumer empowerment. Put differently, relevance is the moment when marketing manipulation disappears and all that is left is the empowered consumer. To create relevant manipulations that are experienced as empowering by the consumer requires always-on surveillance, massive analyses of consumer data and hyper-targeted responses, in short, a persistent marketing presence. The vision of digital marketing is therefore a fascinating one: marketing disappears at precisely the moment when it extends throughout the life without limit. (shrink)

So much of what we experience in neoliberal capitalism resembles the operation of the camp. How then can we understand the camp as a political technology of labour control recurrent in historical capitalism, and why would we want to? Driven by the perennial imperatives to govern and to accumulate, the camp as a modulation of social control allows us to explore the role of ‘meta-disciplinary’ technique in the ‘real subsumption of labour’. The aims here are to question the sanguine expectations (...) of a liberal pastorate that is inextricable from the needs of capital; to articulate the ‘techniques of domination’ experienced in the idiom of neoliberal capitalism; and to find inspiration for corresponding counter-conducts and ‘techniques of the self’. This article offers a kind of historical archaeology of ‘meta-disciplinary’ technique by resuscitating Solzhenitsyn’s The Gulag Archipelago, a surprisingly rich source of insight into the operations of the camp modulation and the counter-conducts it engenders. The analysis to follow works in the space between Marxian and Foucauldian political thought opened up by the new materialisms, and draws upon the recent works of Lordon, Lazzarato, Negri, inter alia, that are currently enriching critical theory. (shrink)

In developing the concept of assemblages, Gilles Deleuze draws at least some inspiration from Gilbert Simondon’s concept of information. While his acknowledgement of Simondon’s influence is almost entirely positive, Deleuze explicitly distances himself from the concept of information in order to avoid its link to the field of cybernetics. However, a Deleuzian informational ontology could instead be leveraged as an alternative to cybernetics. Drawing on the Spinozan link between the work of Deleuze and Simondon, it is possible to develop a (...) hybrid informational ontology. This system can not only offer a different approach to information, data and technology than the essentialist concept of information embraced by cybernetics, but also aligns well with recent research in the biological sciences that has disrupted a long-held concept of individuals as entirely separate and autonomous. Shifting away from the Platonic Form to a Deleuzian/simondonian in-formation furthers the post-human project aimed at understanding processes of subjectivation at multiple scales, including the micro and macro. (shrink)

Review of Maurizio Lazzarato Capital Hates Everyone. Fascism or Revolution. Los Angeles: Semiotext Interventions.

Drawing on interviews with people from the advertising and technology industry, legal experts and policy makers, this paper assesses the rise of emotion detection in digital out-of-home advertising, a practice that often involves facial coding of emotional expressions in public spaces. Having briefly outlined how bodies contribute to targeting processes and the optimisation of the ads themselves, it progresses to detail industrial perspectives, intentions and attitudes to data ethics. Although the paper explores possibilities of this sector, it pays careful attention (...) to existing practices that claim not to use personal data. Centrally, it argues that scholars and regulators need to pay attention to the principle of intimacy. This is developed to counter weaknesses in privacy that is typically based on identification. Having defined technologies, use cases, industrial perspectives, legal views and arguments about jurisprudence, the paper discusses this ensemble of perspectives in light of a nationwide survey about how UK citizens feel about the potential for emotion detection in out-of-home advertising. (shrink)

Drawing on Deleuze’s ‘Postscript on Control Societies’, our initial focus in this article will be on the role of institutions within societies of control, an analysis which brings Deleuze into the orbit of Ervin Goffman’s famous ethnographic work on total institutions. This cross-comparative analysis of Deleuze and Goffman will allow us to show how institutions of control function by sequencing ‘dividuals’ across institutional domains in a continual process of totalization. Inspired by James Williams’s recent work on the ‘process philosophy of (...) signs’, we then argue that a critique of totalizing institutions can be positively articulated as a process-oriented challenge to algorithmic technologies and as a counter-sequencing of institutional control. We conclude with some reflections on the emergent modes of resistance that challenge both institutional and technological control, and we will proffer criteria for assessing such practices in relation to the two-sided nature of critique they enact, both processual and counter-sequential. (shrink)

Accounts of big data practices often assume that they target individuals. Personalization, with all the risks of discrimination and bias it entails, has been the critical focus in accounts of consumption, government, social media, and health. This paper argues that personalization through models using large-scale data is part of a more expansive change in probabilization that, in principle, is not reducible to individual or ‘personal’ attributes and actions. It describes the ‘personalization’ of an online grocery shopping recommender system to list (...) a small number of grocery items of personal relevance for each of the millions of online grocery shoppers at a major UK supermarket chain. Drawing on a theory of probability proposed by the philosopher of science Karl Popper and anthropological work on shopping, it suggests that the attempt to generate personalized predictions necessarily incorporates impersonal relations to others and things. Using a mixture of discourse analysis and code-based reconstruction of key elements of the recommender system, it suggests that personalization is one facet of an open-ended weave of propensities associated with people and things in contemporary big data configurations. The paper explores how, in the context of recommender systems, the constitutive incompleteness of shopping lists, their propensity to expand or change, might be more important than their capacity to be personalized. (shrink)

The quasi-ubiquity of ICT is transforming contemporary politics and seems to deteriorate democracy, for the technologies undermine debates, contest the grounds of reason and truth, and influence people’s votes. Donald Trump’s election and Brexit are good examples of their effects on public opinion. More fundamentally, these technologies cause theoretical problems to the way we traditionally conceive public opinion. Thus, I seek to rethink public opinion beyond conventional approaches. Departing from Deleuze and Guattari’s work, I develop the first steps of a (...) post-representational theory of public opinion as a regime of political truths that has new dimensions of truth production with information and communications technologies. (shrink)

‘The art of living with ICTs ’ today not only means finding new ways to cope, interact and create new lifestyles on the basis of the new digital technologies individually, as ‘consumer-citizens’. It also means inventing new modes of living, producing and, not in the least place, struggling collectively, as workers and producers. As the so-called digital revolution unfolds in the context of a neoliberal cognitive and consumerist capitalism, its ‘innovations’ are predominantly employed to modulate and control both production processes (...) and consumer behavior in view of the overall goal of extracting surplus value. Today, the digital networks overwhelmingly destroy social autonomy, instead engendering increasing social heteronomy and proletarianization. Yet it is these very networks themselves, as technical pharmaka in the sense of French ‘technophilosopher’ Bernard Stiegler, that can be employed as no other to struggle against this tendency. This paper briefly explores this possibility by reflecting upon current diagnoses of our ‘technological situation’ by some exemplary post-operaist Marxists from a Stieglerian, pharmacological perspective. (shrink)

Recent years have seen an explosion of interest in the field of ‘art-science’ collaborations for their perceived capacity to develop new cultural understandings of technology and science. In this article, and through an engagement with the philosophy of Gilbert Simondon, I argue that if art-science represents an important site for the formation of an alternate technical culture today, then it is because of the new technical mentalities that such practices might cultivate. Here, creating a new technical mentality is more than (...) just a representational concern with enhancing ‘public awareness’ of technology, instead referring to more material transformations in our embodied capacities for perceiving and affectively engaging with technologies. I flesh this potential out through an encounter with work of Art Orienté objet, whose art-science collaborations challenge the anthropocentric and utilitarian mentalities of contemporary bioscience through explorations of the transindividual conditions of human embodiment and its material immersion within nonhuman ecologies. (shrink)

In the early twenty-first century, liberal democracies have witnessed their foundational norms of critique and deliberation being disrupted by a combination of populist and technological forces. A distinctive style of dispute has appeared, in which a speaker denounces the unfairness of all liberal and institutional systems of equivalence, including the measures of law, economics and the various other ‘tests’ which convention scholars have deemed core to organisations. The article reviews how sociologists of critique have tended to treat critical capacities as (...) oriented towards consensus but then considers how technologies of real-time ‘control’ circumvent liberal critique altogether. In response, a different type of dispute emerges in the digital public sphere, which abandons equivalences in general, instead adopting a non-representational template of warfare. This style of post-liberal dispute is manifest in the rhetoric of populists but does not originate there. (shrink)

Today, capitalism functions as a very complex tool of colonisation capturing our desires, dreams, and putting life itself at risk. Its effects lead us all to times of extreme anxiety increasing the number of people with mental health problems. This paper is concerned with the question of ‘critique’ within this context. How can critical legal scholarship engage with a theoretical mode that allows us to confront the politics of law with today’s capitalism? This analysis shows that contemporary capitalism, which operates (...) as an immanent desiring-machine, is investing in our unconscious. In this sense, we aim to rethink the idea of ‘critique’ as an opportunity to make it creative and effective. As such, this paper argues that the Deleuzian concept Critical and Clinical is particularly useful, as it opens new roots for the critical movement. Taking the literary strategy of Masochism and the experience of the Institutional Psychotherapy movement in France, the clinical–critical practice contributes to push and expand critical scholarship into new terrains of thought and practice. (shrink)

The large-scale and intensive collection and analysis of digital data (commonly called “Big Data”) has become a common, popular, and consensual research method for the social sciences, as the automation of data collection, mathematization of analysis, and digital objectification reinforce both its efficiency and truth-value. This article opens with a critical review of the literature on data collection and analysis, and summarizes current ethical discussions focusing on these technologies. A semiotic model of data production and circulation is then introduced to (...) problematize the view that digital data has ceased to stand for a formalization method (a possible kind of representation among others), and effectively “becomes the world itself” (a direct presentation of the world outperforming all other modes of representation). Following Charles Sanders Peirce’s semiotics and pragmaticist philosophy, we characterize digitalization as a hypersymbolic semiotic process, and we highlight the naturalization of meaning, the illusion of iconicity, and rhetorical efficiency on which data’s truth value relies within the context of its large-scale, profit-driven, and results-oriented research uses. This outlines some epistemological and ethical implications of data’s visualization, use, and authority, and indicates avenues for critical semiotics of contemporary data science and analysis. (shrink)

This article deploys Spinoza’s ethic of joy alongside Deleuze and Guattari’s exposition of micropolitics to expose how fascist desires and affects bloom and circulate through digital communications ecosystems that generally promote a diffusion or decentralisation of power. Beyond the steady barrage of alt-right content conscientiously documented by liberal journalists and progressive watchdogs, a more persistent and widespread fascist impulse permeates the very forms of some of our most banal digitally mediated acts and encounters. Rather than a sole looming authoritarian figurehead, (...) the network itself – particularly with the new image paradigms propelled by apps such as Instagram and TikTok – has become the rallying point for the circulation of fascistic affects, burnished through the art and ethos of following: of rules, routines, protocols, accounts. I contend that a joyful passion accompanies much of this everyday experience of keeping up with one’s feeds, engaging the platforms, participating in the spectacles. This is what Sontag, interrogating the appeal of the Third Reich, calls the ‘joy of followers’, a joy in fascist belonging, which is to suggest that fascist movements thrive not only on the circulation of negative affects like hatred and fear, but also on the profusion of pleasure and affiliation. Deleuze’s Spinoza, resolutely anti-fascist, helps us parse this situation as it plays out in the social media sphere. Spinoza offers a bipartite conceptualisation of joy that allows us to diagnose the pleasures particular to fascist belonging and network belonging alike as passive, partial and indirect. Ultimately, what we today share with historical fascisms is a ubiquitous aesthetic that merges art with life and bodies with information, and a corresponding ethos that cultivates conformism, barbarises critical thought and redirects joyful impulses into reactionary social forms. As fascistic power relations spread anew through digital cultures’ newly evolving modes of visuality, hapticity, vibration and expression, one can observe something of what Deleuze calls ‘sad joy’, a sort of joy rooted in conquest and domination. The aim of this article is to root out such sad joys, to appreciate their appeal, and ultimately to reject them in all their various forms. (shrink)

The aim of this article is to explore how the differences between Guy Debord and Gilles Deleuze delineate two different interpretations of the politics of found footage cinema. To do so, the notion of cinematic interval is crucial. While Debord's practice of détournement presupposes a Hegelian-inspired notion of interval that allows for self-awareness to be achieved, Deleuze puts forth a Bergsonian concept of interval that functions as a condition of possibility for creating an ‘image of movement in itself’. To explore (...) these two interpretations, this article uses Guy Debord's 1973 film The Society of the Spectacle as a case study. By focusing on this specific object, the two interpretations of the cinematic interval make it possible to compare two alternative ways of dealing with the representability – or unrepresentability – of capital, and hence to sketch two alternative views on the politics of found footage film practices. (shrink)

This article has already been published, under Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License in Ephemera – Theory & Politics in Organization, 2019 volume 19 : p. 513-536. We thank William Davies for the permission to republish it here. abstract : In the context of ubiquitous data capture and the politics of control, there is growing individual and managerial interest in ‘pulse', both in the literal sense of arterial pulse - Rythmes des corps – Nouvel article.

Algorithmic governmentality is a new form of political governance interconnected with technology and computation. By coining the term “algorithmic governmentality,” Antoinette Rouvroy argues that this mode of governance reduces everything to data, and people are no longer individuals but dividuals (able to be divided) or readable data profiles. Implementing the concept of algorithmic governmentality, the current study analyses Project Itoh’s award-winning novel Harmony in terms of such relevant concepts as “subjectivity,” “infra-individuality” and “control,” as suggested by Rouvroy and colleagues. The (...) analysis further draws on Foucault’s ideas of “governmentality” and “neoliberalism” and Deleuze’s concepts of “dividuality” and “society of control.” In Itoh’s fictional world, the entire society is subject to the new medical government, which replaced the chaotic world with a perfect but harrowing benevolent society, eradicating disease, suicide and crime. As elucidated in this paper, despite the dominant controlling government, there is a hope for humans to regain and reestablish their subjectivity and give meaning to their own personality by defying the nihilistic computational system. (shrink)

Cultural studies need nihilism. The current canon of work focuses too heavily on a political age and human condition that is rapidly being altered and replaced by the use of neoliberal technologies. A new understanding of ontology and politics is necessary to make sense of and challenge the changing technological orientation of human beings by what Deleuze has called a mutation of capital. It is not through institutional discipline that power permeates our being any longer but through our orientation to (...) exist through and for neoliberal networks via our participation with internet technologies. Neoliberal technologies include and appropriates all bodies and experiences via their reduction to data and network flow; difference is no longer a tool of resistance. This work will assert that a move to a nihilist reading of ontology is what is missing from the work of cultural scholars and from current political movements interested in challenging the power of capital in the present. This work will attempt to build through nihilism a lens and an orientation via psychoanalytic theory and the work of Slavoj Žižek that offers resistance to neoliberal governance. (shrink)