For neoliberal market policies to operate properly, people must adopt actions, ways of thinking, and discourses that are congruent with neoliberalism. Neoliberalism, or the infiltration of market logic into everyday social relations, requires a willing subject and is far more effective when consensual and dispersed through micro-interactions than when imposed from the top down. This book argues that Web 2.0 models ideal neoliberal selves, and rewards those who adopt such subjectivities.

Alice E. Marwick, Status Update, loc. 21