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digital capitalism, fetishistic disavowal and faux-collectives 

From InfoGlut, by Mark Andrejevic, loc 1384:

One start- up sentiment mining application, for example, claims to “understand how the web feels ” via a “vibology meter.” 56 This version of prosopopoeia – attributing an imagined and unified voice to a dispersed and invisible aggregate that cannot speak for itself – enacts the fetishistic disavowal of contemporary capitalism, according to Slavoj Zizek: the simultaneous dismissal of the ability to comprehend or represent a totality and its reassertion as an autonomous, anonymous imaginary entity. For example, when “the people speak” through aggregate voting results that allegedly provide a candidate with a “strong mandate,” this combined sentiment may not reflect that of any particular individual or group (since widespread weak support combined with significant strong opposition might result in the apparent mandate). As Zizek puts it, “no one is personally responsible for it, all just feel the need to accommodate themselves to it. And the same goes for capitalism as such.” 57 The logic of aggregation is distinct from that of collectivity – the former seeks to create an imagined consensus out of an overview that makes up for what it lacks in depth, comprehension, and meaning with breadth, speed, and predictive power.

This is a really important point I’d like to incorporate into my analysis of fragile movements. As durable collectives, capable of articulating collective concerns and formulating collective projects to pursue them, become more difficult to generate and sustain, do we see a corresponding increase in prosopopoeia: a fetishistic faux-collectively that stands in as a purely affective substitute for meaningful collectivity?

Categories: Pre 2020 reading notes

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