Digital Content and the Problem of Excellence in Neoliberal Culture

Digital content platforms show multiple individuals performing activities that can be qualified as frivolous or dangerous. This article examines the problem of digital content creation that abandons the idea of excellence, approaching it from the notion and the development of internal goods to it, proposed by MacIntyre (2004), and from the critique of individualism culture. It is argued that digital content creators' disregard for excellence, within the framework of neoliberalism, represents a form of individualistic success that corrupts practices and erodes their sense of community.