Spontaneous order is arguably the single most important theoretical concept in neoliberal theory (Petsoulas 2001; Sally 1998). Neoliberalism argues that, perhaps contrary to our intuition, social order is not necessarily a result of a conscious, planned design, but springs spontaneously. An exemplary case in point, and indeed the epitome of all social orders, is the free market. There is no directing hand designing the market, but order nevertheless comes about through the interaction of disparate units. Each of these units—in the case of markets, individuals—follows its own selfish and narrow rationale and adheres to its own interests. According to this theory, markets are “developed spontaneously by individuals as a mechanism for the efficient satisfaction of their desires” (Ashford and Davies 1991, 170–73). But in the aggregate, the multiplicity of selfish and disparate actions results in an overall order, which is socially rational and benevolent. Spontaneous order, and specifically the market, is superior to any human-planned order for a number of reasons. It is universally rational and beneficial, apolitical, and, most significantly, it is a self-regulating mechanism. In fact, attempts to regulate or plan the market are likely to interfere with its self-regulating, spontaneous mechanisms and cause more damage than help. Therefore, neoliberal theory strongly advises that markets be insulated from the interference of planned and centralized orders, such as the state (with its regulations, legislation, and so forth), as well as civic organizations such as trade unions.
The central narratives of the digital discourse regarding technologically enabled networks as examples of spontaneous order are nearly parallel to the neoliberal treatment of markets. Likewise, the digital discourse’s advocacy for the superior rationality of the network market is very much akin to Hayek’s advocacy for the superior rationality of the free market. The genius of the market, according to Hayek, is anchored in the characteristics of spontaneous order. The principle idea behind the theory of spontaneous order “is that society and its institutions are neither ‘natural’ formations nor the outcome of human design; instead, they originate in the unintended and unforeseen spontaneous coordination of a multiplicity of actions by self-interested individuals” (Petsoulas 2001, 2).
As in the digital discourse’s notion of networks, in Hayek’s notion of markets, too, rationality emerges out of irrationality. Rationality is both unintended and unforeseen; it is impossible to predict much less to design and direct. Rationality and order, however, are possible to be recognized by evaluating the pragmatic results of spontaneous formations: “A spontaneous formation can be characterized as order when it has a structure, and also when it is beneficial for the individuals involved” (12). At the heart of both networks and markets is not a conscious effort to design order according to plan but simply the unforeseen beneficial outcome of the coordination of multiple and disparate actors.
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Media and New Capitalism in the Digital Age