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      Tweeting ourselves to death: the cultural logic of digital capitalism

      , 1
      Media, Culture & Society
      SAGE Publications

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          Abstract

          Media scholarship has long argued that public discourse is a function of the architecture of the media by which it is carried. Media architecture is, as political economists have argued, in turn shaped by the capitalist regime of accumulation within which the media operate. This paper draws together these two strands of literature to ask: as the accumulation of data is coming to define contemporary capitalism, what cultural logic does this produce? The paper argues that, as media are shaped around the extracting user data, they become organized around personhood and the extension of commodification deeper into our sense of self. The lifestyle fragmentation and segmentation engendered by new media technologies carry over into public discourse, shaping a public, and political life defined by identity and difference. If, as Neil Postman suggested, a society’s way of knowing reflects its media technology, the emerging epistemology of the social media society is truth as identity, as our very ways of knowing are reduced to expressions of who we are.

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          Most cited references75

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            The Origins and Consequences of Affective Polarization in the United States

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                Author and article information

                Contributors
                (View ORCID Profile)
                Journal
                Media, Culture & Society
                Media, Culture & Society
                SAGE Publications
                0163-4437
                1460-3675
                April 2022
                October 22 2021
                April 2022
                : 44
                : 3
                : 574-590
                Affiliations
                [1 ]Amsterdam Institute for Social Science Research, University of Amsterdam, The Netherlands
                Article
                10.1177/01634437211053766
                ef76217c-ab57-4560-8efb-85cc87537fb8
                © 2022

                https://creativecommons.org/licenses/by/4.0/

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