Abstract

This article examines how Facebook’s Feed, its dynamic user interface, incorporates and refashions the capacity to temporalize cultural material and experience that has classically been attributed to subjectivity. I problematize the ambiguous historicity of digital culture across the experience of the ordinary that it produces by arranging the subjective time and ‘ruined’ bits of cultural material into algorithmic timelines. Drawing on recent media theory, I underscore the irreducible alienness of algorithmic temporalizations, which undermine habitual normalization. I show subjectivity moves beyond identity and narrative closure through an unconscious affective investment in extremely popular algorithmic timelines.