Neoliberalism Against Society? Spontaneous Order and Governance of Desire in Digital Societies

Critical scholarship often argues that neoliberalism has caused the ‘crisis’ or ‘destruction’ of society. Drawing on Foucault’s concept of power as ‘productive’ and focusing on digital societies, we argue that neoliberalism seeks not to dismantle society but to create societies that govern desires through market freedom. We explore Friedrich Hayek’s idea that a free society is not based on social well-being or equality, but on spontaneous norms arising from the market order. Digital societies, we contend, are neoliberal but not spontaneous; they emerge from the market order yet are shaped by algorithmic codes that intercept, manipulate, amplify, and promote the voluntary self-exploitation of individual desires. The article combines the latest critical scholarship on neoliberalism with a fresh interpretation of Hayek’s thought and recent work on digital societies and algorithmic governance, highlighting the often-overlooked role of desire in the neoliberal governance of the digital age.