Foucault News

News and resources on French thinker Michel Foucault (1926-1984)

Barry, Laurence & Fisher, Eran. Digital audiences and the deconstruction of the collective, Subjectivity (2019) 12: 210.

DOI: 10.1057/s41286-019-00073-w

Abstract
This paper aims at characterizing the change that occurred in audience conception with the advent of big data technologies. We argue that a good place to analyze this change is in the marketing techniques geared to capturing the characteristics of consumers of contents and goods. Some of these techniques are existing statistical tools applied to new kinds of data, others, like predictive analytics, are radically new. Our contention is that online individual actions are now studied, predicted, and managed in the way macroeconomic parameters were analyzed in the past. By changing the perspective on the individual and the group, these new technologies further transform the manner in which an audience is imagined. The conceptions of modern collectives once defined by top-down, broadly defined demographic categories, are therefore transformed or, rather, deconstructed.

Keywords
Imagined audiences Digital audiences Big data Algorithms Predictive analytics

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: