The logic of posturing: form-merchandise and self-representation in social networks

Based on the well-known phenomenon of “posers”, in this article I con-sider the effects that the hegemonic way of applying and managing current digital technology has on a good part of its users. Many thinkers have highlighted the close analogy between the logical structure that manages social networks and the logical structure of market exchange and capital accumulation. From this I show how some of the principles that structure such logic ends up displacing and affect-ing the consumption of digital social networks, as happens in the case of posing. The final result of this tendency is the reification of the identity of the poser, as well as a new form of alienation from the media that the subject no longer experi-ences passively, but to which he actively contributes.