Drawing QSers' mind : a cognitively-informed critical metaphor analysis tracing the cultural model of the Quantified Self

With the spread of digital surveillance technologies from the domains of military and medical to those of personal and everyday, we have seen invention of novel metaphors to conceptualise our daily practices as well as our selves in relation to such emerging technologies as Big Data, which aggregate, crunch and sort our personal information collected from the sensors and cameras embedded ubiquitously now in our living environment, known as an ‘infosphere.’ They sort our selves in a new way, thus altering our self-concept and informing a new, data-driven self culture. The epitome of this trend is the Quantified Self (QS) movement. The participants, known as QSers and who are prosumers, seek ‘self knowledge through numbers’ generated by commercial self-monitoring devices, such as Fitbit and Mi Band. They put their bodily activities under self-surveillance for becoming the experts of self-management and self-optimisation. The global popularisation of QS culture has three implications for our human condition. First, it creates a sham utopia. The platform economy brings into being a precariat, who struggle daily for security and success. In response, the QS gadget companies advertise to a white, middle-class clientele that they can offer them both. Second, it promotes neoliberal reflexive practices and discourse of selfhood. QS culture is historically rooted in the American success culture, which prizes individual success made through self-reliance and continuous self-reinvention. This culture foregrounds personal agency in influencing individuals’ living conditions and life chances, while discounting social structural factors. Third, it makes privacy, hence self-reinvention, problematic. When it comes to the issue of ownership of QSers’ self-data, it is ambiguous to whom they belong and whether the QSers can still enjoy ‘the right to forget’ once the data are uploaded to the cloud. Sociologists have studied the QS culture and its relations to neoliberalism, but they hav