Transhumanism as Capitalist Continuity: Branded Bodies in the Age of Platform Sovereignty

This theoretical article explores the contrasting ontologies, axiologies, and political economies of transhumanism and posthumanism. Transhumanism envisions the human as an enhanced, autonomous agent shaped by neoliberal and Enlightenment ideals. Posthumanism challenges this by emphasizing relationality, ecological entanglement, and critiques of commodification. Both engage with technology’s role in reshaping humanity. Drawing on Braidotti’s posthumanism, Haraway’s cyborg figuration, Ahmed’s politics of emotion, Berlant’s cruel optimism, Massumi’s affective modulation, Seigworth and Gregg’s affective intensities, Zuboff’s surveillance capitalism, Fisher’s capitalist realism, Cooper’s surplus life, Sadowski’s digital capitalism, Lupton’s quantified self, Schafheitle et al.’s datafied subject, Pasquale’s black box society, Terranova’s network culture, Bratton’s platform sovereignty, Dean’s communicative capitalism, and Morozov’s technological solutionism, the article elucidates how subjectivity, data, and infrastructure are reorganized by corporate systems. Introducing technogensis as the co-creation of human and technological subjectivities, it links corporate-platform practices to future trajectories governed by Apple, Meta, and Google. These branded technologies function not only as enhancements but as infrastructures of governance that commodify subjectivity, regulate affect and behavior, and reproduce socio-economic stratification. A future is extrapolated where humans are not liberated by technology but incubated, intubated, and ventilated by techno-conglomerate governments. These attention-monopolizing, affective-capturing, behavior-modulating, and profit-extracting platforms do more than enhance; they brand subjectivity, rendering existence subscription-based under the guise of personal optimization and freedom. This reframes transhumanism as a cybernetic intensification of liberal subjectivity, offering tools to interrogate governance, equity, agency, and democratic participation, and resist techno-utopian narratives. Building on this, a posthumanist alternative emphasizes relational, multispecies subjectivities, collective agency, and ecological accountability, outlining pathways for ethical design and participatory governance to resist neoliberal commodification and foster emergent, open-ended techno-social futures.