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A study of the human behavior was an object in the neoliberal economic works. Therefore, the development of an assessment and measurement system was developed because of the study of the behaviors and the necessity of producing useful predictions for improve the productions mechanisms. When this process was combined with technological skills, able to integrate and carry out many of the economics approaches, subjectivities were affected, because they were under a constant measurement and assessment tools. Then, this article aims to analize how the human behavior study, such as taste, was a basic element in the neoliberal rationality. At the same time, I illustrate this process through the Facebook Like button. Also, this example allows some interpretations of how the measurement and assessment in neoliberal practices affect contemporary subjectivities. |
