Abstract

Self-tracking practices include the use of personal data-gathering apps, wearable devices, and data analysis tools to record patterns from daily activities, as well as the organization, visualization, and analysis of this data. This paper draws on theories of digital labour and feminist political economy to build a framework of digital productive labour that highlights the exploitation of activities external to the formal labour relationship. Self-tracking practices are analysed through the lens of digital productive insofar as they fulfill three roles: they generate the content necessary for sustaining digital networks and producing data that can be captured in commodity form; they aid in the reproduction of the social factory’s labour force; and they cultivate subjectivities amenable to consumption and production in contemporary capitalism. The paper examines the production and commodification of data, highlighting the algorithmic means by which self-trackers are separated from the financial value of their data. This is connected to feminist analyses of unpaid labour, with particular attention to self-tracking’s role as a contemporary form of reproductive labour that replenishes the labour force. Finally, the paper provides an analysis of the themes of self-knowledge, self-discovery, and gamification to understand how these frame self-trackers’ understanding of themselves as labourers, thus reproducing and deepening capitalist subjectivities. The paper concludes by considering self-tracking through the lens of the exploitation of life ‘outside’ the official labour relationship.