Marketing and web analytic companies have implemented sophisticated algorithms to observe, analyze, and identify users through large surveillance networks online. These computer algorithms have the capacity to infer categories of identity upon users based largely on their web-surfing habits. In this article I will first discuss the conceptual and theoretical work around code, outlining its use in an analysis of online categorization practices. The article will then approach the function of code at the level of the category, arguing that an analysis of coded computer algorithms enables a supplement to Foucauldian thinking around biopolitics and biopower, of what I call soft biopower and soft biopolitics. These new conceptual devices allow us to better understand the workings of biopower at the level of the category, of using computer code, statistics and surveillance to construct categories within populations according to users’ surveilled internet history. Finally, the article will think through the nuanced ways that algorithmic inference works as a mode of control, of processes of identification that structure and regulate our lives online within the context of online marketing and algorithmic categorization.
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