Economic Exploitation: Commodifying Identities for Profit

In the digital economy, self-expression has become a commodity, and identity a sellable product. Platforms designed for social connection now function as engines of technocapitalism, turning personal interactions into data and profit. While this commodification opens doors to visibility for many, it often forces users to align their identities with the marketable frameworks set by algorithms and corporate priorities. This article explores how technocapitalism exploits identity for profit, creating systems where visibility is contingent on commodifiability and authenticity is often the first casualty.

The Commercialisation of Identity

Platforms such as Instagram, TikTok, and YouTube thrive on the content users create, transforming personal expression into economic value. As Shoshana Zuboff argues in The Age of Surveillance Capitalism, these platforms “harvest” data and engagement to fuel profit-driven systems that prioritise consumer appeal over genuine representation. This process extends beyond data extraction to the commercialisation of identity itself.

Users are encouraged to present themselves in ways that maximise engagement, aligning with aesthetics and narratives that platforms deem “marketable.” Influencers have emerged as key figures in this economy, presenting curated versions of their lives to sell products, ideas, or lifestyles. While this visibility may appear empowering, it often reflects the demands of advertisers and algorithms rather than authentic self-expression. The result is a system where identity is not celebrated for its diversity but repackaged as a product for consumption.

Stability Over Fluidity: The Algorithmic Imperative

Algorithms, the invisible mechanisms driving these platforms, prioritise stability over complexity. As tools designed to maximise engagement, they favour predictable patterns and reproducible content. This stability aligns with the needs of advertisers, who seek consistent, easily marketable audiences. However, it comes at the expense of fluid, non-conforming expressions that disrupt the norm.

For creators, this means conforming to algorithmic expectations or risking invisibility. Content that challenges conventional ideals or refuses to align with aesthetic or behavioural norms is often deprioritised, shadowbanned, or flagged as inappropriate. In this way, platforms enforce a homogenisation of identity, where only those who conform to marketable standards achieve visibility.

The Economic Costs of Performance

For users participating in this commodified digital economy, the economic and emotional toll can be significant. The pressure to produce content that aligns with algorithmic and corporate expectations often forces creators into a cycle of performative self-presentation. Authenticity becomes secondary to the demands of visibility, and the digital self is increasingly shaped by the desire to appeal to followers, advertisers, and the platforms themselves.

This performance has economic consequences. Many creators depend on visibility for income, whether through sponsorships, partnerships, or platform monetisation schemes. When algorithms suppress their content, it directly impacts their ability to earn, creating an uneven playing field where only the most marketable identities succeed. This economic stratification reflects the broader inequalities inherent in technocapitalism, where those who deviate from the norm are systematically excluded from economic opportunities.

Platforms as Gatekeepers

Digital platforms act as both amplifiers and gatekeepers, determining who gets to be visible and under what conditions. Their algorithms are designed to favour content that drives engagement and profit, creating a feedback loop where only certain types of expression are rewarded. This process stabilises identities to align with capitalist values, sidelining those that disrupt or resist.

For instance, beauty and fitness influencers often dominate platforms like Instagram, where aspirational lifestyles are easily monetised. By contrast, content that critiques consumer culture or presents alternative ways of living is often less visible, not because it lacks value but because it is less profitable. This dynamic reduces the diversity of voices in the digital space, reinforcing narrow definitions of success and desirability.

Resistance and Reclaiming Authenticity

Despite these challenges, there are ways to resist the commodification of identity. Creators are finding innovative ways to subvert platform norms, using their visibility to critique the systems that exploit them. From grassroots organising to independent platforms, these acts of resistance challenge the dominance of technocapitalism and create space for alternative narratives.

For example, subscription-based platforms like Patreon offer creators greater autonomy, allowing them to connect directly with their audiences without the constraints of algorithms. Similarly, collectives and movements that prioritise community over profit provide environments where diverse identities can flourish authentically. These efforts demonstrate the potential for reclaiming digital spaces as sites of self-determination rather than commodification.

Conclusion

The commodification of identity is a defining feature of the digital economy, where platforms turn self-expression into profit and visibility into a product. By enforcing stability and prioritising marketable expressions, technocapitalism reshapes identity to align with its economic imperatives, often at the expense of authenticity and diversity.

Understanding these dynamics is essential for challenging the systems that perpetuate them. Resistance begins with recognising the mechanisms of exploitation and advocating for platforms that prioritise inclusivity, equity, and authenticity over profit. In a world where visibility is increasingly tied to commodifiability, reclaiming digital spaces as places for genuine self-expression is a vital act of resistance.