Data disaffection: Toward a relational and affective understanding of datafication

Research on user experiences with datafication, the transformation of social life into data, identifies “digital resignation” and “privacy cynicism” as rational responses to feeling overwhelmed and disempowered. But how, exactly, do shared feelings and emotions mediate relationships between datafication and disengaged responses – both individually and institutionally? We develop a relational analysis of datafication, deploying an infrastructural perspective and drawing on affect theory to develop the concept of data disaffection, which we define as the structural cultivation of accepting data accumulation as inevitable. Data disaffection is a structure of feeling that conditions processes across scales of analysis: it manifests in resignation and cynicism on an individual level while simultaneously structuring commercial practices. We illustrate how data disaffection highlights alternative sites and methods for understanding datafication, and we conclude by discussing the implications for understanding datafication as a cultural dynamic as well as a corporate practice.