The consumerist culture we live in sends every user to an unreasonable enjoyment. As Slavoj Zize says, Enjoy your fetish, it has become the rude mandate of hypermodernity. Current enjoyment is carried out through existing technological devices to occupy the place of fetish. But in the end, when the empire becomes unobservable, the failure of misfortune multiplies.

In fact, even though we use these devices, it's they who use us at the same time, and it's basically these technologies that are shaping and transforming our interior. And that is that technological capitalism, not only the product, but also the consumer subject who needs it, has to create. And this is how the new god of modernity imposes on us: the market.

The Silicon Valley revolution has already made us all fascinated, because we are totally subject to technological fetishes. This revolution has made the world a global people. Since then, and without a pause, a new digital order has been opened up. The smaller individual devices are used, the more efficient they have become the smartphone, the current fetish king.

We live in a contemporary context that defines us all as sustainable users and consumers, which imposes its model on us. This subjectivity strongly marks the ways of living in society and within the family, in the progressive implantation of the islands of privatization in each household. To say raw: you eat alone or looking at the smartphone, you see several screens in solitude, you communicate through Whatsapp even if inside the house… these are social symptoms that are becoming. Replacing the human presence with a smartphone or a tablet has become natural. We have been forced into an individualistic process that requires being connected at all times.

It is the effects of hegemonic postmodern life that will unfortunately increase. An example of hybrid identity that adheres to the subjectivity of the postmodern era that is imposed on us dramatically. It could be considered as a new form of coexistence, but the path of loss of face-to-face communication is evident. Today, the smartphone works as a true prosthesis of our hands, as an individual extension.

It allows for increased control over devices. Our desires, intentions, consumptions, are not foreign to the lords of the clouds (Echeverria, 2020). Algorithms know more about the user than oneself. The knowledge that cloud owners have through algorithms uses it with caution to increase their fascination with consumerism, as demanded by the world today, and without limits. Travel! Shop! Be happy! They're the stringent prescriptions of the postmodern era. The mandates of digitalized subjectivity, which will depend on the superior, are approved satisfied in the hegemonic social culture. In fact, doubting the truth of the pattern is very badly seen.

The accumulation of hours and hours before screens has made the smartphone become a fetish king. It is an extension of our body, which adapts perfectly to the demands of technological capitalism, and it is the fetish most in love to anticipate the cultural mutation of the human condition, a mediation of hybrid subjectivity. A tool for scanning the interior of the human being. Our omniscient fetish.

By uniting consumerism with the smartphone, the fetish king of our age is integrated into the axis of global capitalism. This conception of subjectivity only increases the social control of the new digital generations. But the most traumatic thing is that this burglary of subjectivity stems from the inability to process it.

Jexux Larrañaga Arriola