Resumo

PEREIRA ROCA, Daniel Vaca. The cultural battle in the age of Technofeudalism. Rev. aportes de la comunicación [online]. 2025, n.38, pp.85-94. ISSN 2306-8671.  https://doi.org/10.56992/a.v1i38.502.

In the platform age, capitalism has evolved into a new economic and symbolic regime that Yanis Varoufakis calls technofeudalism. This article offers a critical approach to the contemporary digital ecosystem, where platforms such as Google, Meta, X and TikTok operate as new feudal lords, extracting value through infrastructure, attention, and subjectivity. Drawing on an interdisciplinary theoretical framework, the text examines five core dimensions of this regime: the attention economy as a model of symbolic accumulation; affective polarization and performativity as conditions of subjectivation; the fragmentation of the public sphere and the crisis of meaning; algorithmic power as a mode of control; and emerging strategies of technopolitics and counter-hegemony. Key theorists include Zuboff, Han, Žižek, Dean, Morozov and Terranova. The article concludes that critically engaging with digital culture is an urgent task for reimagining a democratic and inhabitable public sphere.

Palavras-chave : technofeudalism; digital platforms; attention economy; digital subjectivity; technopolitics; cultural hegemony.

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