Moral critiques of computational algorithms seem divided between two paradigms. One seeks to demonstrate how an opaque
and unruly algorithmic power violates moral values and harms users’ autonomy; the other underlines the systematicity of such
power, deflating concerns about opacity and unruliness. While the second paradigm makes it possible to think of end users
of algorithmic systems as moral agents, the consequences of this possibility remain unexplored. This article proposes one
way of tackling this problem. Employing Michel Foucault’s version of virtue ethics, I examine how perceptions of Facebook’s
normative regulation of visibility have transformed non-expert end users’ ethical selves (i.e., their character) in the current
political crisis in Brazil. The article builds on this analysis to advance algorithmic ethical subjectivation as a concept to make sense
of these processes of ethical becoming. I define them as plural (encompassing various types of actions and values, and resulting
in no determinate subject), contextual (demanding not only sociomaterial but also epistemological and ethical conditions), and
potentially harmful (eventually structuring harms that are not externally inflicted by algorithms, but by users, upon themselves
and others, in response to how they perceive the normativity of algorithmic decisions). By researching which model(s) of
ethical subjectivation specific algorithmic social platforms instantiate, critical scholars might be able to better understand the
normative consequences of these platforms’ power.
