Neoliberalism makes citizens into consumers. The freedom of the citizen yields to the passivity of the consumer. As consumers, today’s voters have no real interest in politics – in actively shaping the community. They possess neither the will nor the ability to participate in communal, political action. They react only passively to politics: grumbling and complaining, as consumers do about a commodity or service they do not like. Politicians and parties follow this logic of consumption too. They have to ‘deliver’. In the process, they become nothing more than suppliers; their task is to satisfy voters who are consumers or customers.

Indeed, in US elections, Big Data and data-mining [are playing a crucial role]. Candidates obtain a 360-degree view of voters. Enormous masses of data are gathered from various sources – bought, in fact – and connected to each other in such a way that highly precise voter profiles result. In the process, clients also gain insight into voters’ private lives and their very psyche. Through micro-targeting, personalized messages are devised to address and influence voters. As the practical microphysics of power, micro-targeting is data-driven psychopolitics. Likewise, intelligent algorithms make it possible to predict voting behaviour and optimize candidates’ appeal. Individually calibrated messages to voters are hardly any different than personalized advertisements. More and more, voting and buying, the state and the market, citizens and consumers are coming to resemble each other. Micro-targeting is becoming the standard practice of psychopolitics.

الليلُ، والسوقُ القديم
خفتَتْ بهِ الأصواتُ إلا غَمغماتِ العابرِين
وخُطى الغريبِ وما تبثُّ الريحُ مِن نَغَمٍ حَزين
في ذلك الليلِ البَهيم.
الليلُ، والسوقُ القديم، وغَمغماتُ العابرين
والنورُ تَعصرُه المصابيحُ الحزَانَى في شُحوب
— مثلَ الضَبابِ على الطريق —
مِن كلِّ حَانوتٍ عَتيق،
بينَ الوجوهِ الشاحبات، كأنَّه نَغَم يذوب
في ذلك السوقِ القديم.

كَم طافَ قَبلي مِن غَريب،
في ذلكَ السوقِ الكئيب،
فرأى وأغمضَ مُقلتَيه، وغابَ في الليلِ البهيم.
وارتَجَّ في حَلقِ الدخان خيالُ نافذةٍ تُضاء،
والريحُ تَعبَثُ بالدُّخَان…
الريحُ تعبثُ، في فتورٍ واكتئابٍ، بالدُّخان،
وصَدَى غِناء…
ناءٍ يُذكِّرُ بالليالي المُقمِرَات… وبالنخيل،
وأنا الغريبُ أظلُّ أسمَعُهُ… وأحلمُ بالرحيل
في ذلكَ السوقِ القديم.

— بدر شاكر السياب، كَتَبَها أثناء عمله مدرسًا للغة الإنكليزية في مدينة الرمادي عام 1948

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Berserk من باب الشرجي

.

Money is the alienated ability of mankind. That which I am unable to do as a man, and of which therefore all my individual essential powers are incapable, I am able to do by means of money. Money thus turns each of these powers into something which in itself it is not – turns it, that is, into its contrary.

— Karl Marx