"Neoliberalist subjectivity, then, is about bringing a mentality of “winning” to every aspect of life — every little thing is a performance, a contest — while being forever discontented with the fruits of such success. The winning and losing is mediated by metrics, which induce one to assent to more invasive surveillance. The surveillance merely assures an audience for one’s performances and makes sure they are evaluated, given meaning. The metrics also overlay a veneer of objectivity to the endless evaluative process — numbers masquerade as a general equivalent. Neoliberal subjects want to “win” by amassing the most “human capital” across all the various dimensions of their lives, and they are invited to participate in the processes that harvest that capital as way of proving to themselves that it ever existed."
Rob Horning on neoliberal replacing hipster as the new go-to term