SOCIAL MEDIA AND THE PROBLEM OF ALIENATION FROM THE POINT OF VIEW OF POST-MARXISM

The article considers the transformation o f classical Marxist concept
\no f alienation, as well as related it concepts o f commodity fetishism and surplus
\nvalue in the context o f social media functioning. The role o f social media as tools
\nfo r creating surplus value and as means o f exploiting digital labor is shown. It
\nis argued that social media functions on the basis o f an engaging-connectingproviding
\nideology as a technology for masking the exploitation o f digital labor.
\nIt is argued that such an ideology functions as a technology for masking the
\nexploitation o f digital labor. Experiencing a positive experience o f socialization
\nand communication, an individual provides a lot o f personal data for business
\nstrategies. A t the same time, the focus o f attention is on such a phenomenon
\nas digital alienation, which consists in the fact that the virtual space o f social
\nmedia communications provokes the splitting o f the identity o f an individual who
\nbecomes a continuum. A s an alternative to the lost identity, modern high-tech capitalism provides digital identification. This process can be understood within
\nthe framework o f the development o f the concept o f “death o f the subject”. After
\nthe transcendental subject, the empirical subject leaves, in the light o f which
\nwe explain the growing popularity o f transhumanism. A t the same time, digital
\nalienation can be interpreted within the framework o f the capitalist logic o f
\ndeterritorialization.