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| Digital Spectacle, Algorithmic Desires and Digital Reputations： Consumerism in the Digital Age and the Dilemmas of the Subject |
| SHI Li-yuan |
| School of Philosophy and Sociology, Lanzhou University, Lanzhou, Gansu, 730000 |
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Abstract As digital platforms, intelligent algorithms, social media, and other digital technologies are extensively applied in the consumer domain, they have become deeply integrated with consumerism within the capitalist system, creating a vast global culture of technological consumption. The digital spectacle, algorithmic desires, and digital reputation are products of this high degree of integration, providing a new consumption space, insatiable consumer desires, and compliant consumer subjects for the proliferation of consumerism: The “hyper-real” digital spectacle expands the spatial and temporal dimensions of consumption, incorporating the attention of consumers into a realm of discipline and control, reshaping their perceptions, maximizing the extraction of their digital labor. Continuously refined algorithmic models and round-the-clock digital surveillance effectively quantify, predict, and manufacture consumers’ boundless desires, disregarding individual privacy rights and reducing them to dynamic data points. Social media, as a significant “Other”, facilitates the creation and dissemination of digital reputations, rationalizing the neoliberal paradigm of consumer ethics, deepening the link between consumption and identity, and driving individuals to invest in and exploit themselves. Capital, leveraging digital platforms, further constructs the direct relationship between consumer subjects and reality, commodities, others, and even their selves, subtly integrating them into the system of capital accumulation. Fundamentally, digital consumerism is an inevitable outcome of capital’s innovation in its accumulation paradigm, indicating that capital has once again accomplished an update in the mode of production and a reorganization of values in the face of crisis.
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Received: 15 September 2024
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2024, Vol. 41 
