Chapter 2, titled "Smart Power," delves into a new, highly efficient form of power that operates in contemporary neoliberal society.

Unlike traditional disciplinary power, which relies on negativity, violence, coercion, and prohibition, smart power is characterized by its positivity, permissiveness, and friendliness. It escapes visibility, making individuals unaware of their own subjugation, and instead guides their will to its own benefit.

This power is insidious because it exploits freedom itself, stimulating desires and using positive emotions to activate, motivate, and optimize individuals.

Individuals willingly subordinate themselves by consuming and communicating, with the "Like button" serving as a key symbol of this "capitalism of ‘Like’".

The chapter highlights that this smart power is more compelling than overt force, as it "seduces the soul" and operates by pleasing and fulfilling rather than repressing, posing a new crisis of freedom where free choice is replaced by a selection from available offerings.