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New media and public activismNeoliberalism, the state and radical protest in the public sphere$
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John Michael Roberts

Print publication date: 2014

Print ISBN-13: 9781447308225

Published to Policy Press Scholarship Online: May 2015

DOI: 10.1332/policypress/9781447308225.001.0001

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Social media and the neoliberal subject

Social media and the neoliberal subject

(p.93) Five Social media and the neoliberal subject
New media and public activism

John Michael Roberts

Policy Press

The focus of attention in this chapter is on social media. The chapter argues that while social media has opened up new opportunities for people to become involved in ongoing discussions about social and political issues, it also individualises people’s involvement in such discussions. For example, social media encourages people to draw on their own individual intangible personality traits – dislikes, excitements, passions, and so on – to construct a ‘brand’ for themselves on social media sites. In this instance, social media articulates an ideology that is compatible with neoliberalism and competent-based management ideology.

Keywords:   fetishism, hegemony, management ideology, social media, social networks

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