Based on an ethnographic study of Facebook’s Italian users, the present paper provides a reflection on a highly productive aspect of "free labour". It claims that the specific ideological ways in which the paradigm of free labour colonizes digital landscapes such as Facebook contributes to shape a neoliberally characterized subjectivity. Such consciousness would lead many users to rationalize their condition of unpaid workers through a process of moralization of Face-book practices. That is the dialectics of "voluntariat 2.0" a promise of social emancipation and the necessary condition for new forms exploitation; a hegemonic process that through the metaphor of social work, while freely generating content and capital for Facebook, is normatively propelled by (neo) liberal utopias.
Keywords: Free labor, Facebook, consciousness, hegemony, neoliberalism, welfare state