This ideal subject appears in many locations. She is present in makeover shows like What Not to Wear and Queer Eye for the Straight Guy, which contrast an undesirable “before” with a consumer-friendly “after.” He can be seen in reality television, which presents individuals as products (celebrities) and normalizes corporate and government surveillance. And she is apparent in Web 2.0 technologies, which idealize and reward a particular persona: highly visible, entrepreneurial, and self-configured to be watched and consumed by others. These technologies make it possible for the neoliberal subject to come into being through individual self-regulation, rather than through top-down governance.

Alice E. Marwick, Status Update, loc. 37