FORMATION OF CORPORATE SUBJECTIVITY: FROM EXTERNAL CONTROL TO INTERNAL SELF-REGULATION

In the context of digitalization and complexity of organizational structures, the importance of studying not only formal management mechanisms, but also hidden processes of formation of behavioral and cognitive loyalty of employees increases. The article is devoted to the analysis of the phenomenon of corporate subjectivity as a special form of internalization of organizational norms, language, logic and disciplinary strategies. And the latter rely on critical theories of power (M. Foucault), ideological interpellation (L. Althusser ), as well as on modern developments in the field of cognitive psychology and organizational behavior. The transition from external control to internal self-management is considered, in which employees not only obey regulations, but begin to think in the logic of the corporate system, including its evaluation categories (KPI), rhetorical constructions and value patterns. Particular attention is paid to key performance indicators (KPI) as a tool of mental discipline, as well as the role of organizational discourse in the transformation of the employee's linguistic and mental picture of the world. The psychosocial consequences of this process are analyzed, including the development of self-censorship , the blurring of boundaries between work and personal life, a decrease in authenticity, and an increase in emotional burnout. In conclusion, practical recommendations are offered for maintaining personal autonomy in the context of institutional pressure: the development of critical thinking, linguistic independence, psychological hygiene, and the formation of stable personal boundaries. The article is addressed to researchers in the field of HRM, organizational behavior, cognitive psychology and sociology of labor, as well as practicing managers interested in the ethical and conscious construction of corporate culture.