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  1. Jul 2020
    1. One of these semiotizing processes is the extraction, interpretation and reintegration of web data from and into human subjectivities.

      Machine automation becomes another “subjectivity” or “agentivity”—an influential one, because it is the one filtering and pushing content to humans.

      The means of this automated subjectivity is feeding data capitalism: more content, more interaction, more behavioral data produced by the users—data which is then captured (“dispossessed”), extracted, and transformed into prediction services, which render human behavior predictable, and therefore monetizable (Shoshana Zuboff, The Age of Surviellance Capitalism, 2019).