Abstract

The main contribution of this article is to apply Herbert Marcuse’s work in contemporary neoliberal society. Specifically, this article will focus on Marcuse’s critique of advanced industrial society and the role that technology plays in the quantification of the self. In this article, I will argue that in recent years, the development of technology has created the possibility to measure, calculate and quantify even the most trivial aspects of our lives, reducing people to numbers. The quantification of people is done with the specific purpose of enhancing efficacy and productivity. I will unpack this notion by first looking to Marcuse’s critique of an advanced industrial society which he argues has the unique purpose of quantifying people to achieve a universal norm of calculated efficiency. Specifically, I will refer to Marcuse’s critique of industrial rationality as the prevailing rationality in advanced industrial societies which encourages the quantification of people. Secondly, I argue that Marcuse’s critique has evolved in the work of contemporary thinkers such as political economist Wendy Brown and cultural theorist Byung-Chul Han. I argue that Brown expands on Marcuse’s theories and contextualises those theories in contemporary neoliberalism. Specifically, I will focus on the concept of governmentality as a political rationality in neoliberal societies and how it advances a one-dimensional political passivity in neoliberal subjects. Finally, I refer to Han, whose theories explore the influence of new forms of technology in a neoliberal society and the development of the neoliberal subject as a “quantified self”.