A new middle-class fraction with a distinct subjectivity: Tech workers and the transformation of the entrepreneurial self

With the rise of digital capitalism, a novel occupational segment has emerged: so-called ‘tech workers’. Members of this grouping render and encode the digital technologies that permeate contemporary social life. While there are many studies about highly precarious digital labourers, research on these digital professionals remains scarce. Based on 40 original interviews, the article explores the subjectivity of tech workers. Specifically, it asks whether understandings of middle-class employees as entrepreneurial selves with a holistic market orientation hold true for this grouping, or whether new cultures of subjectivation are emerging. The key finding from these interviews is that tech workers show contours of a post-neoliberal subjectivity. While the figure of the entrepreneurial self remains an alluring force, this study detected four transformative cultures of subjectivation: (1) a return of the critique of economic inequality; (2) a concern for diversity; (3) an ethic of mindfulness; and (4) a lifestyle that signals ordinariness. These distinct forms of subjectivity point to the formation of a new middle-class fraction. However, drawing on the sociology of critique, this article also considers how this transformation of subjectivity can be appropriated as yet another new spirit of capitalism.