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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