Snapchat’s Dialectics of Socialization: Revisiting the Theory of the Spectacle for a Critical Political Economy of Social Media

In this paper, I use the online app Snapchat as a prism through which I illustrate a “spectacular” power of current informational/communicative capitalism: the ability to subsume and integrate a broad range of practices into a holistic socialization process that operates both at the level of media platform structures and at the level of subjectivization mechanisms. I advance this argument by historicizing Guy Debord’s notion of the Spectacle via Autonomist Marxism and Voloshinov’s materialist semiotics. Shedding light on the tensions inhabiting the post-Fordist labor process its users are involved in—such as autonomy/heteronomy, sociability/alienation, and display/concealment—I show how Snapchat points to a Spectacle that consistently operates through a dialectic of socialization, which enables and compels, consorts and estranges, and deceives and exhibits.