Many sociologists, such as Beck and Bauman, discern a pivotal transformation within the trajectory of individualization during the transition to late modernity. When contextualized within the shift from a disciplinary society to a society of control, we can understand the fluidity of the late modern subject as an exertion of power that does not operate negatively or restrictively, nor does it produce subjects in reference to the norm. Rather, today's dividuals construct their biographies freely, remaining open to updates based on market dynamics and thus useful for the reproduction of the economic and social system. One of these dynamics is the imperative of data extraction, as established by American tech corporations. Algorithmic nudges and suggestions, as well as the institution of individualization, operate with the very freedom of the late modern (in)dividual, cognitively optimizing us towards autonomous alienation from the sense of creativity and directing us towards profitable information production through self-imposed exploitation. Work and free time merge into one, and a feeling of continuous procrastination remains. In the procrastination cycle, one form of information production defers to another, benefiting both and maximizing value production.
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