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It shows how everyday practices of digital self-presentation such as posting, sharing, and taking selfies shape visibility as a moral and economic value. Drawing on Walter Benjamin\u2019s notion of aura, Zygmunt Bauman\u2019s concept of liquidity, and Byung-Chul Han\u2019s reflections on transparency, the analysis examines how ideals of productivity, openness, and self-optimisation are translated into visual and emotional norms. The article conceptualises this dynamic as an aestheticisation of everyday surveillance, understood as a participatory regime in which users actively sustain forms of visibility through gestures of care, pleasure, and exposure. Bringing together theoretical perspectives and empirical studies on youth self-presentation, it highlights surveillance as a relational aesthetic practice embedded in platform environments. The article contributes to critical social theory by linking aesthetic experience, affect, and visibility within contemporary capitalism.<\/jats:p>","DOI":"10.1177\/08969205251414994","type":"journal-article","created":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T07:15:19Z","timestamp":1770448519000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":0,"title":["The aestheticisation of surveillance: Visibility, affect, and the moral economy of digital capitalism"],"prefix":"10.1177","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5917-1248","authenticated-orcid":false,"given":"Gil Baptista","family":"Ferreira","sequence":"first","affiliation":[{"name":"Instituto Polit\u00e9cnico de Coimbra, Portugal"}]}],"member":"179","published-online":{"date-parts":[[2026,2,6]]},"reference":[{"key":"e_1_3_3_2_1","doi-asserted-by":"publisher","DOI":"10.1353\/book.119494"},{"key":"e_1_3_3_3_1","volume-title":"The Participatory Condition in the Digital Age","author":"Barney D","year":"2016","unstructured":"Barney D, Coleman G, Ross C, et al. 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