Neoliberalism is more than an economic approach; it’s a cultural mindset that influences how we live and interact, primarily online. At its root, neoliberalism treats society like a free market, where competition drives everything. This belief system encourages people to constantly compare themselves to others and measure success in visibility, engagement, and productivity.
Neoliberalism originally focused on promoting deregulated markets, privatization, and limited government involvement. But over time, those ideas moved beyond economics and started showing up in everyday life. On social media, for example, neoliberal thinking shows up in how people turn themselves into “personal brands.” We aren’t just sharing who we are; we’re marketing ourselves, often as if our identities are small businesses.
Social media platforms are designed to reward competition. The more likes, views, and followers you get, the more attention and opportunities you get. This could mean brand deals, popularity, or even income. Because of this, people start to treat attention as a form of currency. The more you have, the more valuable you appear, not just online but sometimes even in real life.
This affects how we interact and present ourselves to others. Instead of posting what feels genuine or meaningful, we post what we think will perform well. People pick content, captions, or aesthetics based on what is trending, what will get engagement, or what aligns with their “brand.” Even relationships and hobbies can become part of this performance.
Understanding neoliberalism is essential for digital literacy because it helps us recognize how our online behavior is shaped by systems that promote constant performance and competition. When we find ourselves stressing how many people watched our story or liked a post, that’s not just about self-esteem; it’s about being caught in a system that measures our worth through attention.
It’s also important to remember that not everyone starts on a level playing field. Neoliberal thinking often hides inequality by suggesting that anyone can succeed if they “work hard enough.” But not everyone has the same time, resources, or access. Digital literacy means questioning that narrative and acknowledging that platforms are built in ways that benefit some more than others.
Neoliberalism encourages people to think of themselves as products competing for attention. But we’re more than that. Awareness of this influence gives us the power to be more thoughtful, protect our well-being, and use digital spaces for connection, not just competition.
Works Cited:
Britannica. “Neoliberalism.” https://www.britannica.com/money/neoliberalism
Davies, W. (2014). The Limits of Neoliberalism: Authority, Sovereignty and the Logic of
Competition.
61750_Davies__The_Limits_of_Neoliberalism.pdf