New media and the new form of capitalism: People, emotion and life design

As neoliberal policies intensified in the 1980s, restricting the role of states in the economy and paving the way for companies, capitalist hegemony intensified and the techniques it used differed. The old order, which controlled the individual 'from the opposite', has now interned him and engaged him in relations of domination with his own consent. New consent techniques of this new process, which carries the individual to exploitation with his own hands with the illusion of freedom and originality, have been established through new communication channels. The Internet and the new media tools built on it have given people the opportunity to taste virtual worlds, and the pleasures experienced there have obscured the capitalist profit system that operates in the background. The exploitation of humans by capitalism is now ensured by their reproduction in the dimensions of life, emotion and self. So much so that man's entire life, except sleep, has become contactable and manipulable. Emotions and thoughts have been shown in new media channels to be transferred to quantitative data. Individuals who attempt to build identity in the new media have ensured that the techniques of capitalism are as refined as possible with the information they produce and the data they provide. New media reduces humans to a calculable entity with its algorithm and Büyük veri management. All living spaces were recorded and used for marketing and sales processes. It has been seen for the first time in history that almost all of man's time can be intervened. In this context, examining how the transformation in the form of capitalism reflects on people and how it is designed with new media channels constitutes the basis of this study. While doing this, the history of modern capitalism was also examined and the differentiation in these processes was tried to be shown. Qualitative research method was used in the study and the conclusion was reached with the theory formation design.