Talha Can Işsevenler

This article offers a Nietzschean theory of digital will to power to conceptualize the temporality of social media feeds run by algorithms. Stylistic and methodological temporalities of Nietzsche are discussed as well as their influence in subsequent social theory of political technologies. The paradox of heavy investment in both subjective expression and nonhuman temporalization in social media milieus is addressed with the concept of an event-without-witness drawn from Nietzsche’s account of himself as the solitary thinker of catastrophe of nihilism and psychoanalytical and deconstructive literatures on the catastrophes of the 20th century. Nietzsche’s fundamental resistance to and fascination with the philosophical and cultural modes of mummyfication, i.e. eternalization as an expression of the will to power is used to think the will to power in the creative algorithmic temporalization of social interactions through the selection, distribution and serialization of data for social media feeds.

This article recapitulates and develops the attempts in the Nietzschean traditions to address and overcome the proliferation of nihilism that Nietzsche predicted to unfold in the next 200 years (WP 2). Nietzsche approached nihilism not merely as a psychology but as a labyrinthic and pervasive historical process whereby the highest values of culture and founding assumptions of philosophical thought prevented the further flourishing of life. Therefore, he thought nihilism had to be encountered and experienced on many, often opposing, fronts to be fully consumed and left behind. Thus, just as Nietzsche captured the subtle reinventions of nihilism in new forms in his time, in the new doers assumed behind new deeds (WP 488), this article focuses on the contemporary tectonic shifts brought by digital technology and challenges subjectivation and narrativization of algorithmic will to power in human-like interfaces such as ChatGPT. Having identified philosophers and himself as the most advanced nihilists in their overvaluation of truth, in the 4th part of Thus Spoke Zarathustra, Nietzsche grappled with the difficult, perhaps impossible, temporality of post-nihilistic historicity that oscillates between highest creativity and highest truths, especially in the sections entitled The Shadow and At Noon whereby he explored new temporal techniques to evade the relapses into temporal nihilisms of the notions of linear progress or eternity (TSZ, 4). By drawing on this juncture, this article offers ways to address transfigurations of nihilism behind new technological performances of subjectivity. The article points toward creative temporalities beyond narrativity and subjectivity insofar as the statistical operations and probabilistic estimations of language-models exceed grammatical construction of meaning. This multifaceted application of his thought on the contemporary ontic reality is necessary to perceive our comet's incalculable movement as a veritable ray of sunshine.

This article examines how Facebook’s Feed, its dynamic user interface, incorporates and refashions the capacity to temporalize cultural material and experience that has classically been attributed to subjectivity. I problematize the ambiguous historicity of digital culture across the experience of the ordinary that it produces by arranging the subjective time and ‘ruined’ bits of cultural material into algorithmic timelines. Drawing on recent media theory, I underscore the irreducible alienness of algorithmic temporalizations, which undermine habitual normalization. I show subjectivity moves beyond identity and narrative closure through an unconscious affective investment in extremely popular algorithmic timelines.