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The construction of authenticity is shifting, says Rob Horning. What we used to express through consumerism is now related to the disparate yet self-defining digital data set we produce. This is the Data Self. The extent to which the formulation of the Data Self is mediated by algorithms lead Horning to declare dissolution of an a priori personal identity. Horning spoke of social media as a form of Althusserian interpellation, using the famous example of the policeman who hails to you in the street: “Hey, You There,” thereby positioning the subject in relation to the interests of the ruling class.

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AuthorMike Pepi