From “Power of the Worthy” to “Power of the Popular”: Splendors and Miseries of Meritocracy in a New Technological Era

The article is devoted to the study of the phenomenon of meri tocracy, which arouses considerable interest today both in political journalism and academia. The article shows that meritocracy has largely become the ideo logy of modern neoliberal elites, and therefore often serves as a cover for the actual plutocracy. Although the framework of cognitive capitalism witnesses a certain movement towards meritocratic principles of the formation of elites, it simultaneously prepares ground for the emergence of a kind of “trap of meritocracy”, when, for a number of reasons, the layer of “educated and talented” turns into a hereditary caste. At the same time, according to the author, the future hardly belongs to meritocrats, no matter how well they fit into the realities of the high-tech economy. New developments in artificial intelligence are jeopardizing many forms of intellectual work, leading to a cut-throat competition for a decreasing number of high-paying jobs. In turn, the bourgeois world of labor is being replaced by a post-capitalist world of idleness and creativity as the production of intangible goods. The rapid development of social media makes emotional and social intelligence, as well as the ability to achieve popularity and influence through media activities, increasingly important. In other words, modern technology makes life difficult for cognitive elites, while opening up enormous opportunities for very different social groups. In this regard, the author puts forward a hypothesis according to which popularity will become a key criterion for the formation of elites in the foreseeable future rather than merit. Postcapitalist personocracy will gradually replace bourgeois meritocracy, which, however, does not exclude the possibility of the preservation of the myth of meritocracy, implying that those who can skillfully attract attention will be assigned various merits.