Facebook as ideological state apparatus

fb

Facebook can be viewed through Althusser’s perspective as a modern ideological state apparatus, exemplifying neoliberal ideologies.  The ‘like’ button on Facebook serves as a prime indicator on whether a person is excelling in normalised social practices and adopting neoliberal ideas of the self-as-project. The Facebook profile is edited to be appealing to employers and ideal social ties. Upon receiving minimal ‘likes’, the person is covertly disciplined for breaking expectations or displaying undesirable behaviours. As a result, people work to enhance themselves  and treat themselves as a socioeconomic project through Facebook in accordance with neoliberal ideas of self-improvement and the self as entrepreneur.

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