| Summary: | In this article, I deal with some new aspects of the late-modern constitution of subjectivity, related to the use of new communication technologies. By developing some intuitions associated with an interpretation of contemporary social life based mostly on Marx’s conception of fetishism, I hope to offer a provisional account of a few consequences of such developments for the conception of the self. I differentiate among several dimensions of a process through which the self-objectification enhanced by those developments leads to self-fetishisation and self-commodification, as well as capitalisation, and indicate its possible contradictions. I argue that while self-objectification is in itself not a problem, reflecting only a shift towards a conception of authenticity which is no longer related to something like an inner true core, self-fetishisation and its consequences contradicts this process’ own promises.
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