Sally Mju (@sallymju)
A few thoughts on Yanis Varoufakis’s 'Technofeudalism'. A friend basically threw the book at me, so I had no choice but to read it. My general feeling after reading it was: WTF??????????? Because in so many parts I kept thinking: what is this, really? I understand why the book is popular. The image is strong and memorable. Varoufakis argues that capitalism has been “killed” by a new form of capital - cloud capital - and that Big Tech is owning platforms, data, algorithms, visibility, infrastructure. Want to sell? Go through Amazon. Want to be seen? Please the algorithm. Want your app to exist? Go through Apple or Google. So we are no longer simply “free consumers” in a market; we are turned into data and attention. It feels like renting a house, except the house is the platform. BUT THIS IS NOT NEW! To be fair, Varoufakis is right to stress the new power of platforms and cloud rent. But WHY DID BRO TURN it into the death of capitalism rather than a mutation within capitalism.
So much of what he describes is already inside capitalism. It is just being inflated into something that sounds very new, very “we have entered another historical stage now.” 'Cloud capital', 'cloud serfs', 'technolords'??? But what is actually new here? Marx's Capital already captured all that, machinery in the hands of capital, living labour, labour-power, rent, monopoly, surplus value, accumulation, and the control of the labour process. Beneath the glamorous cloud there are still human beings: coders, delivery workers, warehouse workers, content moderators, data labelers, creators. People are still hired, pressured, exhausted, turned into data, and made to produce value.
To me, instead of abandoning the critique of capital and inventing another historical “layer,” we should return to Marx to see more clearly the forms of exploitation being hidden under AI, platforms and the cloud. The issue is that people are still mystified and alienated by their own labour. What we produce, machines, data, algorithms, platforms, AI, comes back to confront us as something alien, independent, intelligent. So when people see AI as the threat, or technology as the thing exploiting them, they are really seeing the alienated form of social labour. AI does not exploit anyone by itself. Capital uses AI to organize, control, accelerate and extract labour, and we see our labour alienated in front of us. THIS IS NOT NEW! The social relation that makes human products turn back and dominate human beings. Everything is still stagnant, still illusion-ridden, still capitalist. What new stage are we even talking about????? Magical, la la land?? ?