Unpredictable Post-Capitalism: Subtraction And Competition In The Sphere Of “Personality Production”[Непредсказанный Посткапитализм: Отчуждение И Конкурентная Борьба В Сфере «Производства Личности»]

The article develops the idea of forming postcapitalist social relations as a social revolution of an individual, which consists in the fact that popularity becomes a key advantage, the “possession” of which is a desired goal and a significant resource of political influence. At the same time, it is shown that this process leads to forming a new dominant stratum — personalities (“people with personality”): celebrities, popular bloggers, social media influencers, micro- and nanosignature. It is substantiated that the personaliat domination is a consequence of contradictory social relations between the new aristocracy represented by the representatives of the personaliat and many people who do not “possess” a popular personality - the impersonaliat (“extra people”, “lower” precariat, those who turn out to be outsiders in the world of social platforms). This contradiction is associated with the rooting of a celebrity’s culture, which encourages a lot of people to fight for popularity and focus on finding advantageous differences from others in the process of self-realization. However, this struggle in the end for the overwhelming majority turns into an increase in creative competition and subtraction. Various new forms of subtraction that appear in situations of widespread self-realization are revealed. Accordingly, arguments are given in favor of the fact that in the context of the “personality revolution”, the truly left will be rather an alternative that will call into question the ways of solving social problems formulated by popular personalities. In other words, it will be possible to oppose the total pursuit of popularity with the projects of society, in which the person is relied not as someone who rises above the others, but as an involved person who values life in harmony with others higher than his own “I”.