ABSTRACT
This article proposes to explore the very nature of the jointure formed by the following sociotechnical and historical-economic phenomena: (i) consumption as an experience of subjectivity, and (ii) the transformations that occurred in global markets over the last 40 years, where two axes are crucial: on the one hand, the digital technologies as devices for the production of virtual subjectivity, and on the other, the hybrid wars, centered on the formation and control of sensibilities and perceptions among the populations.
KEYWORDS:
Consumption; Experience economy; Platform capitalism; Data capitalism; Hybrid wars; Aesthetic wars