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{
    "pk": 54244,
    "title": "Managed Sovereigns: How Inconsistent Accounts of the Human Rationalize Platform Advertising",
    "subtitle": null,
    "abstract": "Platform business models rest on an uneven foundation. Online behavioral advertising drives revenue for companies like Meta, Google, and Amazon, with privacy self-management governing the flows of personal data that help platforms dominate advertising markets. We argue that this area of platform capitalism is reinforced through a process whereby seemingly incompatible conceptions of human subjects are codified and enacted in law and industrial art. A rational liberal “consumer” agrees to the terms of data extraction and exploitation set by platforms. Inside the platform, however, algorithmic systems act upon a “user,” operationalized as fragmentary patterns, propensities, probabilities, and potential profits. Transitioning from consumers into users, individuals pass through a suite of legal and socio-technical regimes that each orient market formations around particular accounts of human rationality. This article shows how these accounts are highly productive for platform businesses, configuring subjects within a legitimizing framework of consumer sovereignty and market efficiency.",
    "language": "en",
    "license": {
        "name": "",
        "short_name": "",
        "text": null,
        "url": "https://creativecommons.org/licenses/by-nc-sa/4.0"
    },
    "keywords": [
        {
            "word": "platform capitalism, behavioral advertising, data protection, consumer protection, consumer sovereignty, rationality, privacy"
        }
    ],
    "section": "Articles",
    "is_remote": true,
    "remote_url": "https://escholarship.org/uc/item/4jf8z6zx",
    "frozenauthors": [
        {
            "first_name": "Jake",
            "middle_name": "",
            "last_name": "Goldenfein",
            "name_suffix": "",
            "institution": "",
            "department": ""
        },
        {
            "first_name": "Lee",
            "middle_name": "",
            "last_name": "McGuigan",
            "name_suffix": "",
            "institution": "",
            "department": ""
        }
    ],
    "date_submitted": "2023-05-20T22:08:05Z",
    "date_accepted": "2023-05-20T22:08:05Z",
    "date_published": "2023-05-20T07:00:00Z",
    "render_galley": null,
    "galleys": [
        {
            "label": "",
            "type": "pdf",
            "path": "https://journalpub.escholarship.org/lawandpoliticaleconomy/article/54244/galley/40995/download/"
        }
    ]
}