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2:45

(In »The three dramatic revolutions of the Internet age«)

The netocratic dividual uses the enormous offering of new chemicals to constantly change his/her many personalities. This occurs in part as a late-capitalist adaptation strategy vis-à-vis the demands and expectations of one’s environment, and in part also as a subversive netocratic and revolutionary tactic to overthrow capitalism’s limited status quo. When the chemicals set the classical, genetic constants of intelligence, gender and sexual orientation in motion, the foundation of the stale myth of the sober individual (see The Body Machines) is demolished, and is therefore forced into a final hyperphase as an increasing consumtarian underclass phenomenon (see The Netocrats). The consumtarian therefore strives right to the very end to constantly try to improve him/herself, to invoke an allegedly genuine and underlying I-essence, accompanied by tabloid culture’s demands for consumption-generating frustration with the self. Career choice, gym sessions, fashion diets, partner hunting: all these are flagrant examples of vulgar hyperindividualism. On the other hand, the netocrat has long stopped believing in the coherent individual, and instead cultivates hundreds of different personalities within his/her new ideal dividual (see The Body Machines), often invoked and expedited by carefully designed chemical cocktails.