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Geç Kapitalizmden Dijital Kapitalizme Özneleşmenin Yörüngesi

Year 2023, Volume: 4 Issue: 3, 434 - 455, 30.09.2023
https://doi.org/10.54733/smar.1302640

Abstract

Özneleşme söylem ve pratikleri kapitalizmin çeşitli evrelerinde dönüşüme uğramıştır. Özellikle geç kapitalizmde öznelliğin üretilmesinde kendilik teknolojileri ve yönetimsellik önemli rol oynamaktadır. Bireyin kendisini bir sermaye türü olarak konumlandırarak kendisine yatırım yapma ve kendi varlığının girişimcisi olması fikrinin egemen olduğu neoliberal öznellik söylemi, arzu ve psişik alana dair unsurların gayrimaddi emeğin parçası haline gelmesi bağlamında da tartışılmıştır. Günümüzde dijital teknolojilerin hayatın pek çok alanının ölçümlenerek düzenlenebilmesine çeşitli vasıtalarla olanak tanıması sonucunda kendilik teknolojileri bireyin kendisini optimize etme çabasına tekabül etmekte, psikolojik tahayyüllerin toplumsal tahayyülü sekteye uğratmasında katalizör rolü oynamaktadır. Dijital kapitalizm bu yönüyle kendilik teknolojilerini bütünüyle içerme yollarını edinmekte ve birey özgürlüğü ve seçme şansı temelinde eklektik iktidar ilişkilerini ortaya çıkarmaktadır. Bu çalışma, söz konusu özneleşme süreçlerini kavramlar ve örnek vakalar çerçevesinde incelemektedir.

References

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  • Jameson, F. (2019). Postmodernism: Or the cultural logic of late capitalism. Verso.
  • Jones, C. I. (2019). Paul Romer: Ideas, nonrivalry, and endogenous growth. The Scandinavian Journal of Economics, 121(3), 859-883.
  • Lazzarato, M. (2017). The production of subjectivity. In S. Witzgall, & K. Stakemeier (Eds.), Fragile identities (pp. 165-174). Diaphanes.
  • Lupton, D. (2016). The quantified self. Wiley.
  • Mandel, E. (1978). Late capitalism. Verso.
  • Marx, K. (1992). Capital volume II. Penguin Classics.
  • Moorkens, J. (2020). “A tiny cog in a large machine” Digital Taylorism in the translation industry. Translation Spaces, 9(1), 12-34.
  • Park S., & Ryoo, S. (2023). How does algorithm control affect platform workers’ responses? Algorithm as a digital Taylorism. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 273-288.
  • Pink, D. (1997). Free Agent Nation. Fast Company. https://www.fastcompany.com/33851/free-agent-nation (Erişim Tarihi: 28 Mart 2023).
  • Rose, N. (1999). Governing the soul: The shaping of the private self. Free Association Books.
  • Schultz, T. W. (1962). Reflections on investment in man. Journal of Political Economy, 70(5), 1-8.
  • Sennett, R. (2006). The corrosion of character: The personal consequences of work in the new capitalism. W. W. Norton.
  • Springboard India. (2019). How Netflix’s Recommendation Engine Works. Medium. https://medium.com/@springboard_ind/how-netflixs-recommendation-engine-works-bd1ee381bf81 (Erişim Tarihi: 14 Kasım 2022).
  • Srnicek, N. (2016). Platform capitalism. Polity.
  • Stiegler, B. (2010). For a new critique of political economy. Polity Press.
  • Stiegler, B. (2014). Symbolic misery. Polity Press.
  • Thaler, R., & Sunstein, C. (2008). Nudge: Improving decisions about health, wealth and happiness. Yale University Press.
  • Uber. (2023). Diversity & Inclusion at Uber. [video]. YouTube. https://www.youtube.com/watch?v=8i9GHjfA-mc (Erişim Tarihi: 22 Mart 2023).
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The Trajectory of Subjectivation from Late Capitalism to Digital Capitalism

Year 2023, Volume: 4 Issue: 3, 434 - 455, 30.09.2023
https://doi.org/10.54733/smar.1302640

Abstract

Discourse and practices of subjectivation have been transformed in various phases of capitalism. Particularly in late capitalism, technologies of the self and governmentality play an important role in the production of subjectivity. The neoliberal discourse of subjectivity, which is dominated by the idea of investing in oneself and being the entrepreneur of one's own existence by positioning oneself as a type of capital, has also been discussed in the context of desire and elements of the psychic sphere becoming part of immaterial labor. Today, as a result of digital technologies enabling many areas of life to be measured and regulated through various means, technologies of the self correspond to the individual's effort to optimize himself/herself and play a catalytic role in the disruption of the social imaginary by psychological imaginaries. In this way, digital capitalism acquires ways of fully incorporating technologies of the self, and creates eclectic relations of power on the basis of individual freedom and choice. This paper examines these processes of subjectification through concepts and case studies.

References

  • Amazon. (2021). Kindness, the greatest gift | Amazon Holiday Ad [video]. YouTube. https://www.youtube.com/watch?v=1z73AKLBgLg (Erişim Tarihi: 26 Nisan 2022).
  • Barbrook, R., & Cameron, A. (1995). The Californian Ideology. Mute. https://www.metamute.org/editorial/articles/californian-ideology (Erişim Tarihi: 01 Ekim 2022).
  • Bauman, Z. (2013). Liquid modernity. Polity Press.
  • BBC. (2021). Amazon offers “wellness chamber” for stressed staff. BBC News. https://www.bbc.com/news/technology-57287151 (Erişim Tarihi: 16 Ocak 2023).
  • Berardi, F. B. (2009). The soul at work: From alienation to autonomy. Semiotext(e).
  • Berardi, F. B. (2010). Cognitarian subjectivation. Journal #20. https://www.e-flux.com/journal/20/67633/cognitarian-subjectivation (Erişim Tarihi: 05 Şubat 2022).
  • Berardi, F. B. (2011). After the future. AK Press.
  • Boltanski, L., & Chiapello E. (2005). The new spirit of capitalism. Verso.
  • Briziarelli, M., & Armano, E. (2017). From the notion of spectacle to spectacle 2.0: The dialectic of capitalist mediations. In M. Briziarelli, & E. Armano (Eds.), The Spectacle 2.0: Reading Debord in the context of digital capitalism (pp.15-48). University of Westminster Press.
  • Bröckling, U. (2015). The entrepreneurial self. Fabricating a new type of subject. Sage.
  • Bumble. (2021). Make the First Move | Singapore. [video]. YouTube. https://www.youtube.com/watch?v=LTrzq-aV2nY (Erişim Tarihi: 03 Eylül 2021).
  • Callison, W., & Manfredi, Z. (2020). Introduction: Theorizing mutant neoliberalism. In W. Callison, & Z. Manfredi (Eds.), Mutant neoliberalism: Market rule and political rupture (1st ed., pp. 1-38). Fordham University Press. https://doi.org/10.2307/j.ctvq4bz15.3
  • Carroll, T. (2022). Neoliberalism, globalization, and late capitalism: Capital, ideology, and making the world market. In Z. Cope, & I. Ness (Eds.), The Oxford handbook of economic imperialism (pp. 135-152). Oxford University Press.
  • Cole, M., Radice, H., & Umney, C. (2021). The political economy of datafication and work: A new digital Taylorism?. Socialist Register, 23, 78-99.
  • Davies, W. (2014). The limits of neoliberalism. authority, sovereignty and the logic of competition. Sage.
  • Davies, W., & Gane, N. (2021). Post-Neoliberalism? An introduction. Theory, Culture & Society, 38(6), 3-28. https://doi.org/10.1177/02632764211036722
  • Debord, G. (1994). The society of the spectacle. Zone Books.
  • Deleuze, G. (1992). Postscript on the societies of Control. The Anarchist Library. https://theanarchistlibrary.org/library/gilles-deleuze-postscript-on-the-societies-of-control (Erişim Tarihi: 31 Ocak 2023).
  • Deleuze, G., & Guattari, F. (2009). Anti-Oedipus: Capitalism and schizophrenia. Penguin.
  • Deutsch, A., & Sterling, T. (2021). Uber drivers are employees, not contractors, says Dutch Court. Reuters. https://www.reuters.com/world/europe/dutch-court-rules-uber-drivers-are-employees-not-contractors-newspaper-2021-09-13/ (Erişim Tarihi: 19 Eylül 2021).
  • Drury, C. (2019). Amazon Workers “forced to urinate in plastic bottles because they cannot go to toilet on shift.” The Independent. https://www.independent.co.uk/news/uk/home-news/amazon-protests-workers-urinate-plastic-bottles-no-toilet-breaks-milton-keynes-jeff-bezos-a9012351.html (Erişim Tarihi: 21 Mayıs 2023).
  • Foucault, M. (2008). The birth of biopolitics. Palgrave Macmillan.
  • Fuchs, C. (2021). Digital capitalism: Media, communication and society volume three (First edition). Routledge. https://doi.org/10.4324/9781003222149
  • Gurley, L. (2022). Amazon’s Mandatory “Wellness Huddles” Tell Workers to Eat Their Vegetables. VICE. https://www.vice.com/en/article/xgda94/amazons-mandatory-wellness-huddles-tell-workers-to-eat-their-vegetables (Erişim Tarihi: 20 Temmuz 2022).
  • Han, B. C. (2017). Psychopolitics: Neoliberalism and new technologies of power. Verso.
  • Hardt, M., & Negri, A. (2000). Empire. Harvard University Press.
  • Hari, J. (2023). Stolen focus. Bloomsbury.
  • Jaffe, S. (2017). Zombie neoliberalism. Dissent Magazine. https://www.dissentmagazine.org/article/zombie-neoliberalism-thomas-frank-listen-liberal-review/ (Erişim Tarihi: 16 Temmuz 2022).
  • Jameson, F. (2019). Postmodernism: Or the cultural logic of late capitalism. Verso.
  • Jones, C. I. (2019). Paul Romer: Ideas, nonrivalry, and endogenous growth. The Scandinavian Journal of Economics, 121(3), 859-883.
  • Lazzarato, M. (2017). The production of subjectivity. In S. Witzgall, & K. Stakemeier (Eds.), Fragile identities (pp. 165-174). Diaphanes.
  • Lupton, D. (2016). The quantified self. Wiley.
  • Mandel, E. (1978). Late capitalism. Verso.
  • Marx, K. (1992). Capital volume II. Penguin Classics.
  • Moorkens, J. (2020). “A tiny cog in a large machine” Digital Taylorism in the translation industry. Translation Spaces, 9(1), 12-34.
  • Park S., & Ryoo, S. (2023). How does algorithm control affect platform workers’ responses? Algorithm as a digital Taylorism. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 273-288.
  • Pink, D. (1997). Free Agent Nation. Fast Company. https://www.fastcompany.com/33851/free-agent-nation (Erişim Tarihi: 28 Mart 2023).
  • Rose, N. (1999). Governing the soul: The shaping of the private self. Free Association Books.
  • Schultz, T. W. (1962). Reflections on investment in man. Journal of Political Economy, 70(5), 1-8.
  • Sennett, R. (2006). The corrosion of character: The personal consequences of work in the new capitalism. W. W. Norton.
  • Springboard India. (2019). How Netflix’s Recommendation Engine Works. Medium. https://medium.com/@springboard_ind/how-netflixs-recommendation-engine-works-bd1ee381bf81 (Erişim Tarihi: 14 Kasım 2022).
  • Srnicek, N. (2016). Platform capitalism. Polity.
  • Stiegler, B. (2010). For a new critique of political economy. Polity Press.
  • Stiegler, B. (2014). Symbolic misery. Polity Press.
  • Thaler, R., & Sunstein, C. (2008). Nudge: Improving decisions about health, wealth and happiness. Yale University Press.
  • Uber. (2023). Diversity & Inclusion at Uber. [video]. YouTube. https://www.youtube.com/watch?v=8i9GHjfA-mc (Erişim Tarihi: 22 Mart 2023).
  • Zuboff, S. (2019). The age of surveillance capitalism: The fight for the human future at the new frontier of power. Profile Books.
There are 47 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Conceptual Articles
Authors

Canan Urhan 0000-0001-6069-6634

Publication Date September 30, 2023
Submission Date May 25, 2023
Published in Issue Year 2023 Volume: 4 Issue: 3

Cite

APA Urhan, C. (2023). Geç Kapitalizmden Dijital Kapitalizme Özneleşmenin Yörüngesi. Sosyal Mucit Academic Review, 4(3), 434-455. https://doi.org/10.54733/smar.1302640