From Bad Faith to the Practico-Inert in the Digital World: Why Sartrean Ethics Matters for Social Media

Abstract

This article explores the potential use of Sartre’s philosophy to interpret the forms of power in so-called surveillance capitalism. We argue that concepts such as those of look, bad faith and pride can provide a better understanding of why people agree to submit to the power of digital platforms. Furthermore, we argue that the notion of Manichaeism, as developed by Sartre, can offer an existential explanation for phenomena such as echo chambers and political polarisation. Through the Sartrean notion of practico-inert, then, we offer an interpretation of machine learning algorithms as devices that tend to reproduce the identical. In conclusion, the article argues that existentialism must be taken into consideration for developing a critical theory of digital capitalism, since it provides both analytical and normative insights.