Neoliberal Rationality and Digital Technologies

The Production of Subjectivity in Contemporary Capitalism

Abstract

This article analyzes the relationship between neoliberalism, digital technologies, and the production of subjectivity within the context of contemporary capitalism. Its aim is to demonstrate that neoliberalism does not merely constitute an economic model, but rather a rationality of government that organizes conduct and produces specific forms of subjectivation. Within this framework, it is argued that digital technologies, far from being neutral instruments, constitute the infrastructure that renders this rationality operative by enabling the quantification, evaluation, and modulation of conduct. Furthermore, the role of Big Data and Generative Artificial Intelligence is analyzed as dispositifs that intensify these processes through prediction, content generation, and the organization of informational environments. Finally, it is argued that these dynamics reconfigure the experience of the subject by displacing control toward forms of continuous self-evaluation, inscribed within a temporality shaped by debt and the anticipation of performance.