Extras: Social Media and the Invisible Work of Observing the Other

The article is an attempt to show the practice of observing others in contemporary media as a certain work involving both cognitive and affective capacities of individuals. Contemporary media platforms are presented as paradigmatic for the process of "colonising the psyche" by the Capital in late capitalism. Then the author analyses the work character and affective relations produced during the process of observing the other. The relation between the observing and the observed is here presented with the use of the film metaphor. In conclusion, the author comes back to the problem of observing and being visible as elements of reversible interaction, in which the user of contemporary media is entangled.