Social Media as the Accelerator of Neoliberal Subjectivation and an Entrepreneurial Influencer Self among Youth?—The Hungarian Theater

Abstract

Arguably, social media provides a new playground for the ever-expanding processes of neoliberal subjectivation in accordance with social or ethical standards such as the principles of performance and pleasure, competitiveness and consumerism vis à vis the general population. According to relevant data analyzed in the context of this research, any corresponding model anticipating such tendencies may seem to have limited validity in the context of Hungary, applying to certain segments of the population (aged 18–35) using social networking sites, but not necessarily a general experience. Thus, the present paper offers a theoretical and a Hungarian youth-focused empirical framework based on contemporary experiences for understanding the domestic nuances of real or perceived processes of neoliberal subjectivation.