Abstract
This paper reflects on long-term transformations in regimes of visibility in the West and the growing need for the individual to be recognized in the context of social media. It is argued that the challenges faced by people who seek to be visible and recognized on social media platforms renew dilemmas that constitute modern subjectivity, as well as introduce new elements linked to the process of datafication and the deepening of neoliberalism in social relations. These transformations are explored here through: i) the examination of works that investigate manuals on behavior and regulation of feelings published in the last centuries; ii) the analysis of contemporary videos and tutorials aimed at digital influencers and ordinary people trying to gain prominence on social media.
Keywords
regimes of visibility; social media; recognition