Productive measures: Culture and measurement in the context of everyday neoliberalism

Abstract

This article reflects on how data circulations and data analysis have become a central and routine part of contemporary life; it does this through the lens of a particular cultural form: the game of football. More specifically, the article focuses upon the role of data in the production and playing of football, with the suggestion that forms of measurement and pattern recognition are now central to the performance of footballers and the recruitment and organization of squads. The article reflects on what this case study reveals about the implications of data, metrics and analytics for contemporary culture and suggests that we can use examples like football to see how embedded these data-processes are in the social world. This article presents the concept of productive measures as one means for analysing such developments.