According to Bulgarian theoretician Alexander Kiossev, there is something that he calls “Self-colonizing metaphor”. He used this concept for explaining cultures subordinated to the cultural power of Europe and the West without having been invaded and turned into colonies in actual fact. He named this a hegemony without domination. As it all took place beyond colonial realities—military occupation, political dominance, administrative rule, and economic exploitation—social imagination had a key role to play throughout the process. In short, it could be described as colonisation with love. Facebook is currently a major algorithmic colonial agent that might be indeed described as COLONIZATION with love.
Colonization with Love, by Kristian Lukic, https://labs.rs/en/colonization-with-love/
