The undergraduate thesis deals with a question of connection between neoliberalism and social media. More precisely, it deals with two aspects of neoliberalism – neoliberal governmentality and neoliberal self-care – and one kind of social media – social networks. The basis for understanding this theme, is analysis of (neoliberal) power by Michele Foucault. Social media is a place where this two aspects of neoliberalism – as the connection between them – evidently become noticeable. Neoliberal governmentality is connected to society of control and its important element of technology and algorithmic governance. Exactly that is a significant, if not crucial, part of social media. On the other hand, self-care in neoliberalism and a way in which individuals understand themselves, goes hand in hand with social media because it works according to these mental schemes and it offers convenient ways for such action. Furthermore, this specific way of self-care and individuals understanding of themselves (which often leads to using social media) has psychological effects which I try to highlight in this undergraduate thesis. Towards the end – considering all questions discussed – I try to conclude and connect all of the above with a question of (neoliberal) subject that is integrated in mechanisms of neoliberal governmentality, that acts in a way of neoliberal self-care and uses social media.
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