Althusser’s Structuralist Theory of Ideology in the Context of Digital Capitalism: Mechanisms of Power, Interpellation, and Resistance

The study aims to systematically reconstruct Louis Althusser’s theory of ideology within the context of digital capitalism, identifying the mechanisms of power and interpellation that shape subjectivity under the dominance of algorithmic rationality. Its scientific novelty lies in substantiating a sociological concept of digital interpellation, interpreting digital platforms as a new type of ideological state apparatus, and uncovering corporeal, affective, and imaginary forms of resistance to digitalization processes that remain unaccounted for by classical structuralism. The findings demonstrate that digital capitalism engenders a novel configuration of power predicated on continuous algorithmic intervention; however, its totality is circumscribed by embodiment, affect, the social imaginary, and the inherent structural contradictions of the digital milieu.