It seems to me that Facebook, et al., represent capital’s current attempt to reconcile the productivity of subjectivity with capitalism and neutralize the liberatory potential inherent in that productivity. Social media allow us to expand our identity and the amount of work we can sink into it without that work prompting an escape from or an elaboration of alternative to capitalist relations. At the same time, that flow of work becomes increasingly deployable by capital to make profit as it sees fit even as it retains its unique meaningfulness for the worker. In other words, socialmedia compel labor not through wages but through the promise of apparent self-actualization.
Rob Horning, Facebook and living labor