This article uses the case of social entrepreneurs or “Changemakers” to investigate the phenomenon of self-branding among knowledge workers. We argue that self-branding is not only the effect of a neoliberal regime of governmentality, but that this phenomenon could also represent the seed of a new and more rational value regime that could provide the basis for a more adequate institutional framework for an emerging economy of immaterial labor. We explore the political and ethical implications of this suggestion.

This article adds to contemporary studies of neoliberalism by offering an empirical investigation of the production of subjectivity in the context of coworking spaces’ sociality. Coworking spaces are exemplary milieux in which to explore the organisation and significance of work. Drawing on the life history of a creative worker and member of a leading coworking space, I unveil the ethical labour that is required to access coworking’s sociality. Using a Foucauldian framework, I conceptualise this process as a process of subjectivation and concentrate on its ambivalent character, signalling the inherent intertwinement of self-commodification and self-improvement. This article contributes to the scholarly debates on the organisation and significance of work in two key ways. First, it expands our understanding of how the production of subjectivity is experienced at the level of the self. Second, it argues that coworking spaces function as apparatuses for the production of subjectivities in neoliberal culture industries.

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Dating apps promise a ‘digital fix’ to the ‘messy’ matter of love by means of datafication and algorithmic matching, realising a platformisation of romance commonly understood through notions of a market’s rationality and efficiency. Reflecting on the findings of a small-scale qualitative research on the use of dating apps among young adults in London, we problematise this view and argue that the specific form of marketisation articulated by dating apps is entrepreneurial in kind, whereby individuals act as brands facing the structural uncertainty of interacting with ‘quasi-strangers’. In so doing, we argue, dating app users enact a Luhmanian notion of interpersonal trust, built on the assessment of the risk of interacting with unfamiliar others that is typical of digitally mediated contexts dominated by reputational logics. From a sociocultural perspective, dating apps emerge as sociotechnical apparatuses that remediate the demand to rationally choose a partner while at the same time reproducing the (im)possibility of doing so. In this respect, far from offering a new form of efficiency, they (re)produce the ontological uncertainty (Illouz, 2019) that characterises lovers as entrepreneurs.