Social media are a phenomenon that came about with the Web 2.0. The essential characteristic of social media is the so-called user-generated content, which means that individuals and their lives are entangled in a social interaction in which their identity is to some extent subsumed under the logic of the production of profit. From the standpoint of the critique of political economy, the phenomenon of digital labor can be tackled with a digital labor theory of value. On the other hand, a question of a subjective aspect remains open. The initial hypothesis is that an analysis of a dynamic character of capitalism is necessarily connected with historical transformations of subjectivity. I will inspect which type of subjectivity is produced during the “process of production” on Facebook, how relations of the exchange of information and meaning take place inside this medium, and what kind of consciousness comes with this virtual identity. I will attempt to address this question with an explication of social forms of sharing amongst individuals on this social network. I will focus on how photos, notifications and comments structure web subjectivity and its function. Answers to such questions can help us in understanding a certain aspect of a socioeconomic structure of contemporary capitalism and bear an emancipatory potential in a possibility of negation of such social relations. The article will limit itself to the exploration of subjectivity in social media, which will be dealt with in a dynamic sense and in regard to formal conditions of communication inside social media, and in respect to a social situation in which they are.
