Article
Article name Transformation of the Phenomenon of Alienation in Platform Capitalism (In the Context of Contemporary Critical Theory)
Authors Ukhvakov A.O. Postgraduate Student, ukhvakov97@mail.ru
Bibliographic description Ukhvakov AO. Transformation of the phenomenon of alienation in platform capitalism (in the context of contemporary critical theory). Humanitarian Vector. 2026;21(1):126-135. (In Russian). https://www.doi.org/10.21209/1996-7853-2026-21-1-126-135
Section CULTURE AND SOCIETY
UDK УДК 316.75
DOI https://www.doi.org/10.21209/1996-7853-2026-21-1-126-135
Article type Original article
Annotation The relevance and problem of the study stem from the contradiction between the declared freedom of virtual communication and the hidden exploitation of users, where total algorithmization erodes personal autonomy to generate ‘cloud rent’. The purpose is to reveal the ontological structure of digital objectification and internal mechanisms of social control. It is hypothesized that neutral platform interfaces act as an ideological screen masking the reification of human subjectivity. The methodological framework includes the materialist conception of history, G. Lukacs’ theory of reification, and conceptual reconstruction. The scientific novelty is in conceptualizing digital alienation as a recursive process where spontaneous activity is algorithmically formalized into a ‘digital twin’. The study proves that digital monopolies retain a capitalist logic despite their rentier nature. The dialectical split of the digital twin into operational (shadow data extraction) and presentational (illusion of engagement) dimensions is formulated. We identify that their relationship involves an ontological inversion: the algorithmic copy dictates access to social goods, compelling individuals to adapt, thus converting subjectivity into cloud capital. The practical significance and prospects involve developing mechanisms to democratize data control, exploring ‘platform cooperativism’, and conceptualizing new forms of social solidarity.
Key words platform capitalism, platform, technofeudalism, alienation, digital twin, ideology
Article information
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