It’s a measure of capitalism’s continued success and expansion that more and more people feel confident in describing themselves as creative, as artists. The neoliberalist turn hinges precisely on this, that more and more people can imagine themselves artists — in part because ordinary consumption has become a mode of personal expression, in part because capital has placed various forms of audience-building media at nearly every nonimpoverished individual’s disposal, in part because every scrap of one’s life gets turned to account as reputation, as human capital. We get an audience for our creative autonomy in action, a scenario which depends on (is subsumed by) the apparatus of communicative capitalism. If we are being “creative” without an audience, it no longer registers as an expression of autonomy; social media has crowded out the space in which an individual could be content to create without spectators. Now that is simply a failure of nerve, not independence — it’s too easy to circulate one’s gestures of creativity to rest easy in obscurity.