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The biopolitical effect of semiocapitalism (better said: the thanatological effect of semiocapitalism) is essentially the capture of cognitive activity, and the subjection of the faculty of expression of the linguistic animal to the sleepless, aggressive dynamics of the labour market. Language is captured by the networked machine and turned into an essentially productive activity. Herein lies the trap: people are encouraged to consider their linguistic competence as factors of economic competition, and to manage and invest in them as such. Creativity, expressiveness, affection, emotion – the human soul, in other words – are considered to be productive factors, and consequently, they are evaluated according to standards of productivity. Exploitation, competition, precariousness, redundancy are not perceived as the effects of a conflictual social relationship, but are internalized as deficiencies of the self, as personal inadequacies. The unceasing restructuring of the organization of work is perceived as humiliation and brutality.
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