Technofeudalism and the Rise of the Cloudelists: A New Age in Post Capitalism
In the ever-evolving landscape of capitalism, a term coined by Yanis Varoufakis—Technofeudalism—serves as a vivid portrayal of the new order. With the rise of digital platforms, we have transitioned from traditional capitalist structures to a realm where data reigns supreme and algorithms dictate our desires.
The Era of Free Air Television and Advertisements In the bygone age of free air television, especially in the United States, there was an intriguing conundrum: how does one commodify something that feels uncommodifiable, like a sunset or a free broadcast? The solution was ingenious. Broadcasts were used to seize the audience’s attention and then sell that attention to advertisers.
This paved the way for a unique form of commodification. Advertisers began to leverage emotions, those previously untouched by commodification, to intensify the commodification process. The acclaimed TV series “Mad Men” offers a glimpse into this era, where nostalgia, a previously untouched emotion, was harnessed to bolster the value of a mere chocolate bar.
Summary of “Technofeudalism: What Killed Capitalism” by Yanis Varoufakis
Premise: Varoufakis thoughtfully presents the idea that “technofeudalism” is the new economic system gradually taking the place of capitalism. He compellingly argues that Big Tech’s influence is at the heart of this transformation, impacting our daily lives and the global economy.
Key Points:
- Observing Capitalism’s Shift: Varoufakis insightfully points out that as the world was engrossed in crucial global events, such as environmental concerns and political movements, the subtle shift from capitalism was less pronounced.
- Emergence of Technofeudalism: Big Tech’s expertise in data management and surveillance has crafted a new era where the usual capitalist methods of profit are evolving. Household names like Google, Facebook, Microsoft, and Amazon are at the forefront of this change.
- Data – The Modern Gold: It’s remarkable how tech giants have turned data into their most treasured asset. Their ability to derive unparalleled value from our information is truly groundbreaking.
- Mastering Behavioral Surplus: Companies, notably Google, deserve credit for not just enhancing their services but also for their ingenuity in tailoring advertisements. This innovative approach has put user data at the center of their business models.
- Pop Culture Reflections: The intriguing transition to technofeudalism is artfully compared to the universe in Jean-Luc Godard’s “Alphaville,” showcasing a society led by an all-knowing computer.
- A Broader Perspective on the Thesis: It’s worth noting that while many scholars commend Varoufakis’s viewpoint of a post-capitalist world steered by tech magnates, some feel that this might be an overreach. They propose that tech giants, at their essence, are still motivated by capitalist ideals.
- A Glimpse of Reality: It’s refreshing to acknowledge that even with their vast influence, Big Tech entities have their set of challenges. Their lofty ambitions, such as the vision for Facebook’s metaverse, sometimes face hurdles.
Varoufakis makes a persuasive case regarding Big Tech’s profound role in the world’s economic structure. Yet, he wisely advises caution in prematurely declaring the end of capitalism. He underscores the importance of addressing Big Tech’s challenges within our broader socio-economic framework.
Technostructure and Manufacturing Desires
The capitalism of yesteryears was straightforward: produce what people crave. However, as manufacturing evolved and became increasingly efficient, especially after World War II, there emerged the “technostructure”. Under this model, the emphasis shifted from merely producing goods to manufacturing the desire for those goods. Commercial television became the linchpin connecting this capability to produce with the power to shape our desires.
Advertising has long been a medium to shape and channel desires, influencing consumer behavior throughout history. Here’s a timeline highlighting the evolution of manufacturing desires in advertising:
- 1880s – Print Era Begins: With the expansion of newspapers and magazines, advertising becomes a significant medium. Brands start creating desires by showcasing the uniqueness of their products.
- 1920s – Age of Radio and Consumerism: The rise of radio brought a new form of advertising. Companies began crafting stories and jingles, embedding desires in everyday entertainment.
- 1930s – Psychological Strategies: Inspired by the works of Sigmund Freud and others, advertisers began to harness psychological techniques to tap into consumers’ subconscious desires.
- 1950s – Television Revolution: TV commercials take center stage. Brands create desires by depicting ideal lifestyles – the perfect home, family, and lifestyle – all attainable through products.
- 1960s – Creative Revolution: Agencies like Doyle Dane Bernbach challenged traditional advertising, creating more emotional and relatable ads, further refining the art of crafting desires.
- 1980s – Age of Aspirations: Luxury brands and consumer electronics burgeon. Ads depict affluence, success, and modernity, creating desires for high-end lifestyles.
- 1990s – Niche Marketing & Personal Desires: With the advent of cable TV and specialized magazines, advertisers could target specific audiences, crafting desires tailored to niche demographics.
- 2000s – Rise of Digital & Social Media: Internet advertising allows for even more targeted ads. Social platforms, especially Instagram, craft desires through influencers, showing ‘perfect’ lives, and ‘must-have’ products.
- 2010s – Data-Driven Desires: With the rise of big data and analytics, advertisers can predict and manufacture desires with pinpoint accuracy. Personalized ads cater to individual consumer preferences.
- 2020s – Experience & Authenticity: In an oversaturated advertising world, consumers crave genuine connections. Brands focus on creating desires around experiences, values, and authenticity.
Throughout history, as media and technologies evolved, so too did the tactics and strategies advertisers used to tap into and shape consumers’ desires. The constant has always been the goal: to influence behavior and drive consumption.
The Creative Generation in Advertising: Manufacturing Desires and Technofeudalism
The age of advertising can be traced back to the earliest forms of civilization, where merchants proclaimed the value of their goods to attract buyers. But the 20th century, particularly its latter half, saw an evolution in advertising tactics. A breed of creative minds, often romanticized in popular culture by characters like Don Draper of “Mad Men,” emerged, turning advertising into an art form. Their role in the rise of Technofeudalism is profound, as they created and steered the modern consumer’s desires, laying the foundation for digital dominions to capitalize upon.
1. The Art of Manufacturing Desire
The “Creative Generation” in advertising had one primary task: to identify and exploit emotional triggers that resonate with the masses. From Coca-Cola creating communal experiences around a bottle to Apple’s call to “Think Different,” these campaigns transcended the product itself, tapping into deeper human yearnings for belonging, rebellion, or prestige.
Coca-Cola Advertising and Authenticity in Branding
Advertising plays a significant role in shaping our desires and constructing our sense of self. According to Lyth (p3), advertising identifies trends, raids culture, and constructs desires. In this essay, we will explore how Coca-Cola advertisements have relied upon the concept of authenticity and commercialism to promote the idea of a depth ontology and authentic…
Don Draper, albeit fictional, captures this essence when he says, “Advertising is based on one thing, happiness.” But what he’s hinting at is not genuine happiness. Instead, it’s the pursuit of it through consumption.
2. The Birth of Brand Loyalty
This era brought about the age of brands as entities with personalities, dreams, and values. They weren’t just companies selling products anymore. They were storytellers weaving narratives that people wanted to be a part of. Nike wasn’t just shoes. It was the spirit of athleticism. Starbucks wasn’t just coffee. It was a third place between work and home.
Such brand-building made consumers emotionally invested, creating a sense of loyalty that often defied logic and reason. This was the first step in cultivating digital territories. Once loyalty was established, harnessing it in the digital age became far simpler.
3. Setting Stage for Technofeudalism
As the digital era dawned, the foundational work done by the creative generation proved to be a goldmine for the emerging tech giants. Data became the new currency. The same emotions and desires that creatives tapped into became quantifiable metrics. “Likes,” “Shares,” and “Follows” were the digital expressions of the desires manufactured decades ago.
Brands, now in collaboration with platforms like Facebook and Google, could micro-target their narratives, creating echo chambers where consumers felt their choices were being autonomously made when, in fact, they were being subtly steered.
4. The Double-Edged Sword
While the digital realm offered unprecedented targeting, it also presented a paradox. As these tech platforms grew, amassing vast amounts of data and power, they began overshadowing the very brands they served. The platforms became the feudal lords, and brands, irrespective of their legacy, became mere vassals.
The role of creative advertisers evolved. They were no longer just the dream weavers but also the negotiators, trying to navigate a landscape dominated by algorithms.
The Internet and the Algorithmic Revolution
The internet’s commercial takeover drastically altered the advertising landscape. From the age of Don Drapers conceptualizing ads, we transitioned to a time of algorithms allowing personalized ad targeting. Initially, algorithms grouped people based on preferences. However, a revolutionary change occurred when these algorithms evolved from being passive data collectors to active agents, adapting based on user interactions.
Suddenly, the responsibility of instilling desires was transferred from humans to algorithms. Devices like Alexa, Siri, and Google Assistant became more than just mechanical tools. They transformed into the frontline of a massive AI cloud network, learning our preferences and subtly guiding our choices.
Enter the Cloudelists
This immense power concentrated in the hands of those who own substantial amounts of this “command capital” warrants a new title. Varoufakis aptly dubs them “Cloudelists” — a nod to the cloud-based algorithms they control. Unlike traditional advertising firms that sold services to corporations, Cloudelists possess a unique power derived from their command capital. They no longer require traditional employees and can extract substantial rents from producers and manufacturers.
A New Era of Power
The Cloudelists, armed with their algorithmic might, stand at the pinnacle of this new capitalist structure, a structure that is increasingly digital, data-driven, and decentralized. The traditional paradigms of production and consumption are being rewritten, with technofeudalism laying the foundation for a future where algorithms, data, and the cloud are at the epicenter.
This new order, while fascinating, also raises significant questions about data privacy, agency, and the concentration of power. As we continue to navigate this evolving landscape, one thing is clear: the interplay between technology and economics is ushering in a new age, and we must be prepared for the challenges and opportunities it presents.
“Techno-feudalism,” as articulated by Yanis Varoufakis, emerges as a captivating exploration of the evolving nature of capitalism in the age of artificial intelligence, big data, and ubiquitous algorithms. The speech or article touches on several vital themes and key takeaways:
- Transformation of Goods and Services: The commercial television of yesteryears, especially in the U.S., is highlighted as an example of non-commodifiable entities that became commodified through ingenious means. The aim was to captivate audiences and then capitalize on their attention by selling it to advertisers.
- Emotion as a Commodity: Advertising’s audacious move was to employ emotions, previously untouched by commodification, to deepen the commodification process itself. The iconic TV series “Mad Men” serves as a lens to view this strategy, where emotions like nostalgia were commodified to boost sales of tangible products like chocolate bars.
- Technostructure: The capitalism of the post-WWII era saw the rise of large conglomerates and a shift in focus. Instead of merely manufacturing items to satisfy existing desires, there was a shift to create and manufacture desires themselves, largely driven by advertising and mass media.
- The Internet’s Role: The internet’s commercialization marked a paradigm shift. Rather than advertisers conceptualizing strategies, algorithmic systems began offering person-specific advertising, with giants like Google, Facebook, and TikTok leading the way. The evolution of these algorithms, which began as passive, soon transformed into active agents. These algorithms, represented by digital assistants like Alexa and Siri, began determining and even shaping user preferences and desires.
- Dialectic Infinite Regress: This concept is a cyclical feedback loop where humans train algorithms based on their behaviors, and in turn, those algorithms train humans to behave in certain ways, which further refines the algorithms. It’s a perpetually reinforcing cycle.
- Rise of the Clouderalists: Varoufakis introduces the term “clouderalists” to describe the new breed of capitalists who own and control these cloud-based algorithms. Unlike traditional capitalists who might own tangible assets or enterprises, clouderalists possess vast power through their control of intangible algorithmic entities. This power is twofold: they can extract huge rents from manufacturers and gain unmatched influence over consumers’ choices.
The overarching idea is that we’re transitioning from a form of capitalism where goods and emotions were commodified to a techno-feudal system. In this system, vast algorithmic entities, controlled by a small elite, have unparalleled influence over both production and consumption, extracting value and shaping behavior at an unprecedented scale.
Varoufakis’s exploration is a pertinent commentary on the evolving economic landscape, shedding light on the power dynamics at play in the digital age and raising essential questions about the implications of this “techno-feudal” system for society at large.
Beau Miles: A Multifaceted Explorer of Life’s Oddities
In today’s age of tailored content, where algorithms dictate what we watch, Beau Miles stands as a refreshing diversion from the norm. His unique blend of filmmaking, poly-jobism, speaking, and writing, all underpinned by a healthy fascination with the “odd,” challenges our usual content consumption patterns. Through a deep dive into his captivating world, we…
Personal Branding and Its Links to Celebrity Culture: How Did We Get Here?
The concept of personal branding isn’t a novel one. Long before the Internet and social media, individuals have been curating how they present themselves to the world. However, the rise of the digital age has amplified the scale and impact of personal branding, intertwining it deeply with celebrity culture. This article examines the evolution of…
What is your personal brand? Strategic Content Creation for Personal Branding
In a digital era teeming with voices vying for attention, personal branding emerges as a beacon of distinction. At its core, personal branding is a narrative, a story waiting to be told. Strategic content creation is the quill that scripts this narrative, painting a vivid image of the brand in the minds of the audience….
Scripting a Digital Narrative: My Exploration with ChatGPT in Crafting a Personal Brand Story
By: Ricky Wright In the digital epoch, personal branding has transcended beyond mere self-promotion into a realm of storytelling and authentic self-expression. As a creative digital marketer with a penchant for social enterprise, my quest for articulating my personal brand narrative led me to an intriguing ally – OpenAI’s ChatGPT. Here’s a voyage through my…
“The Luddites: The Original Hipsters…Or Not?”
When you think of hipsters, what comes to mind? Vintage thrift shop clothing, artisanal coffee, vinyl records, and perhaps a dash of ironic nostalgia. Now, cast your mind further back, way before Instagram aesthetics and fixie bikes, to the early 19th century. Here, we find the Luddites, rebelling against the rise of machines in the…
“Transhumanists: Were They the OG (Original Geek) Hipsters?”
As the 21st century hums along, it seems that everyone is on the lookout for the “next big thing.” Enter the hipsters, always five steps ahead in their perennial search for the obscure and the retro. But wait a minute! What if I told you that the real OG (Original Geek) hipsters were…transhumanists? You know,…
The Hipster Starter Pack: A Glimpse into the World of Alternative Chic
In a world where individuality is prized yet increasingly hard to find, the rise of the hipster culture brought with it a unique blend of retro aesthetics, alternative choices, and a penchant for the artisanal. But what exactly makes a ‘hipster’? While it’s more of a mindset than a strict set of rules, here’s a…
Hipster Culture Through the Ages: A Journey from Jazz to Cold Brew
The term ‘hipster’ has long evoked images of flannel-clad youths, artisanal coffees in hand, discussing the latest indie music in a gentrified part of town. But as the cultural landscape has shifted, so too has the politics of this once-counterculture group. Recent years have seen a surprising turn among some hipsters, migrating from progressive platforms…
The A to Z of Vanlife Buzzwords: A Roadmap to Rolling Your Eyes
Introduction Pack up your Pinterest boards and stuff your self-help mantras; we’re taking a scenic drive down the winding, confusing, and downright hilarious road of Vanlife Buzzwords. From A to Z, we’re debunking, demystifying, and, let’s face it, making fun of the jargon that has turned #VanLife into the Ivy League of hipsterdom. Buckle up;…
Morphing Myths: The Evolution of Archetypes in the Age of AI
Today, we’ll embark on a thrilling journey through the realms of psychology, mythology, and artificial intelligence. Intrigued? I thought you might be. The territory we’re charting? The fascinating evolution of traditional archetypes in our rapidly digitizing world. To start, let’s recap what archetypes are. Rooted deep in our collective unconscious, archetypes are universal symbols or…
‘Evolution’ of Archetypes: Adapting Traditional Roles for the Alpha Generation
The transformation of traditional archetypes into the Alpha generation archetypes is a reflection of how societal changes, technology, and evolving values have shaped the characteristics and priorities of the younger generation. Here’s an explanation of the transformation for each Alpha archetype: Alpha Archetype Traditional Archetype Digital Native Explorer Global Citizen Sage Entrepreneur Creator Social Activist…
Unpacking Generation Z: Exploring the 12 Archetypes and Key Trends of the Post-Millennial Generation
Yes, Generation Z and Alpha generation are often used interchangeably and refer to the same demographic group. Generation Z typically includes individuals born between the mid-1990s and the early 2010s, while the Alpha generation includes those born from the mid-2010s to the mid-2020s. Both generations are known for their affinity with technology, social consciousness, and…
The Everyman Archetype in Advertising: Embracing Authenticity and Transformation
The Everyman archetype has long been a staple in advertising, resonating with consumers through its relatable and genuine characteristics. Rooted in the principles of hard work, honesty, and authenticity, the Everyman is a welcome contrast to the extravagance and elitism often found in other advertising campaigns. In this article, we explore the role of the…
Hero Brand Archetype: From Classic Warrior to Eco-Warrior: The Evolution of the Hero Archetype in Advertising and Marketing
The hero archetype has long been a prominent figure in mythology, literature, and popular culture. The traditional hero, often known as the warrior, is a symbol of courage, determination, and strength, fighting to overcome obstacles and achieve goals. In recent years, however, a new version of the hero has emerged – the Eco-Warrior. This article…
ChatGPT Cheat Sheet for Writing Prompts: Examples and Best Practices
As you all know, coming up with fresh and engaging content can be a daunting task. But fear not, because ChatGPT is here to help! Our AI-powered language model has been trained on a massive dataset of human language, making it the perfect tool for generating writing prompts across a variety of genres. But don’t…
20 of the coolest quotes ever said about personal branding:
Personal branding has become an essential part of modern-day career advancement and professional success. To stand out in a crowded job market, individuals need to market themselves effectively and create a lasting impression. You have heard it said Personal branding? More like personal grandstanding. But let’s ignore that. In this article, we have compiled 20…
Seven Steps to Creating a Personal Brand
Hello, I’m Lisa. As a young professional starting out in my career, I was constantly bombarded with messages about the importance of personal branding. “You need to create a strong personal brand to stand out in the crowded job market,” they said. At first, I didn’t quite understand what that meant or how to go…
Unlocking the Power of Personal Branding: A New Perspective for the Modern Age
Let me explain personal branding from a different perspective – one that takes into account the complexities of our identities and how we present ourselves to the world. It’s called the post-structuralist perspective, and it challenges the idea that we have a fixed, stable identity that we need to promote through our personal brand. Instead,…
How to Build a Personal Brand that Connects with Gen Alpha and Gen Z: Discover Your Archetype:
In today’s digital age, personal branding has become a crucial aspect of building a successful career or business. With the rise of social media and online presence, individuals are no longer just competing for jobs, but also for attention and visibility. Whether you are an aspiring entrepreneur, freelancer, or working professional, developing a strong personal…
12 Archetypes of the Alpha Generation and How They Can Leverage AI to Make a Difference
The Alpha Generation, born between 2010 and 2025, is the first to grow up in a world where digital technology is ubiquitous. This has shaped their beliefs, behaviors, and expectations, creating a new set of archetypes that reflect their unique characteristics and values. In this article, we explore 12 archetypes of the Alpha Generation and…
The Creative Force of the Alpha Generation: How Their Artistic Expression Will Change the World
Interview with a Creative Alpha: How the Next Generation Will Change the Earth As the Alpha generation grows up, they’re bringing with them a new way of thinking and creating. In this interview, we talk with a young creative to learn more about their worldview and their potential to change the world. Q: Can you…
The Entrepreneur Archetype: Exploring the Creative and Innovative Side of Gen Alpha
: Gen Alpha is poised to be one of the most entrepreneurial generations yet. With their creativity, innovation, and passion for pursuing new ideas, many members of this generation embody the Entrepreneur archetype. From social media influencers to eco-conscious business owners, there are countless examples of how Gen Alpha is changing the game when it comes to entrepreneurship. In this article, we’ll explore the key traits and motivations of the Entrepreneur archetype, as well as some of the challenges and opportunities that Gen Alpha faces as they navigate the ever-evolving landscape of entrepreneurship.
The Innocent/Child Brand Archetype
The Innocent brand archetype represents purity, simplicity, and wholesomeness. This archetype conveys a sense of optimism and a belief in a better future. Brands that embody the Innocent archetype strive to create products or services that are honest, trustworthy, and straightforward. They often evoke feelings of comfort, safety, and nostalgia, and are associated with innocence,…
