Abstract

This article addresses how Asian racialization grounds contemporary social media experimentation on—and comprehensive surveillance of—users. To make this point, we focus on the relationship between the sentimentality of white benevolence as an expression of US empire and the social scientific history of sentiment analysis, which derives from early twentieth-century analyses of women workers and Japanese internment camps. The drive to “read” the inscrutable other—framed as a benevolent alternative to direct coercion—underlies methods to better capture and control individuals by understanding their reactions within experimental and disruptive environments. In tracing these histories, we contribute to larger efforts to unpack the centrality of racial formations to current forms of social media and to reveal how contemporary digital campaigns to protect Asian Americans sustain the mutually constitutive logic of white love and white hate. We conclude by reading for moments of Asian affective opacity as ways to move beyond the sentimental economy of love and hate that so easily feeds the digital economy of sentiment analysis. These examples of opacity make possible contradictory meanings to any particular affective response and makes possible practices of care that coexist with, but exceed, the extractive logics of sentiment analysis.