"This modulation effect of the database represents the gist of Deleuze???s (1992) notion of the dividual, which encapsulates the process of soliciting dispersed consumer information and reorganizing it according to a speci???c code on a different plane of

” […] Clearly then, computerized information networks that continuously integrate dispersed sites of information solicitation with simulational feedback loops do not produce stable and enclosed repositories of meaning such as ‘individuals’, ‘individuality’ and ‘identities’, but dynamic and functional modulations of these, or what Deleuze (1992) calls ‘dividuals’. For Deleuze, control (e.g. of risk, as in the case of the bank) happens inside digital networks and it is measured and administered not through the use of static media and ???xed architectures but by codes. Codes are ???exible systems of capture in ways that ???xed enclosures are not (Bogard, 2007). They are easily recon???gured to re-evaluate value, reassess risk, and regulate access to space, information and resources. […] This modulation effect of the database represents the gist of Deleuze’s (1992) notion of the dividual, which encapsulates the process of soliciting dispersed consumer information and reorganizing it according to a speci???c code on a different plane of reality.

Hence, dividuation is, according to Bogard (2007), fundamental to the logic of capitalist accumulation that breaks down life into measures of information. Unlike technologies of differentiation that aim at disciplining, dividuating technologies aim at modular control. Market information as constituted by the database can hence be understood as over-layering the established social reality of individuals and their actions with another plane made up of measures of information mapping associations, intensities, ???ows and values toward which recoding and production efforts of the database are directed. This productive act, then, does not so much produce identities imposed on concrete bodies in the way disciplinary power effects such individuation as much as it produces modulation points on which marketers can anchor their efforts to structure ???ows of money and attention”

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Cosimo Accoto

Research Affiliate at MIT | Author "Il Mondo Dato" (Egea) | Philosopher in Residence | Business Innovation Advisor | www.cosimoaccoto.com

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