Shining alone. Analizando la visibilidad online como activo del sujeto empresarial

The present work explores under which conditions it is possible to claim that the web 2.0 is fostering the development of neoliberal subjectivities. To this end, the first part is devoted to examining some arguments that hold this position in the field of Internet Studies. Based on these arguments it is proposed that, even if it is possible to link the design of some digital social networks with key elements of neoliberalism, it is necessary to pin down the specific sense of a power relation. The second part of this article explains how a Foucauldian Neoliberalism Studies might offer a theoretical apparatus to solve these problems. Finally, some of the limits of this model are suggested, as well as future lines of enquiry.