New subjectivities in surveillance capitalism

From Marx to Zuboff, about the appropriation of the social production of subjectivities.

Abstract

In this article I will try to explain the new subjectivities framed in digital capitalism or surveillance (Zuboff). I will return to Karl Marx's concept of alienated labor to analyze the changes that have occurred since industrial capitalism, the determination based on the materiality of productive work and the current production of subjectivities based on the monopolization of science and technology that has become the Anglo-Saxon Digital Device.

At the same time, I will frame this process in the needs of the power groups for whom the manipulation – and psychological domination – of societies has become strategic to defer their own crisis and to continue having dominance in a world where increasingly The wealth of nations is concentrated in fewer hands, generating obscene degrees of social inequality.

Finally, I will reflect on the historical tasks from the global south in the face of the speculative and technological financial globalization of the Anglo-Saxon model. Raising the need not to copy processes and to conceive, from our cultures and specific characteristics, with situated thinking and our own ethics, the best projects so that societies, together with States, are the ones who define the times and objectives of the technological application and production, depending on our own needs as a community.