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ble by corporate equipment which pretends to be cell telephone towers thus tracking and monitoring private persons in public spaces which is sold to governments or other companies 3 therefore personal data points increase in value after the possibilities of targeted advertising were known 4 as a result the increasing price of data has limited access to the purchase of personal data points to the richest in society 5 background edit shoshana zuboff writes that analysing massive data sets began as a way to reduce uncertainty by discovering the probabilities of future patterns in the behavior of people and systems 6 in 2014 vincent mosco referred to the marketing of information about customers and subscribers to advertisers as surveillance capitalism and made note of the surveillance state alongside it 7 christian fuchs found that the surveillance state fuses with surveillance capitalism 8 similarly zuboff informs that the issue is further complicated by highly invisible collaborative arrangements with state security apparatuses according to trebor scholz companies recruit people as informants for this type of capitalism 9 zuboff contrasts the mass production of industrial capitalism with surveillance capitalism where the former was interdependent with its populations who were its consumers and employees and the latter preys on dependent populations who are neither its consumers nor its employees and largely ignorant of its procedures 10 their research shows that the capitalist addition to the analysis of massive amounts of data has taken its original purpose in an unexpected direction 1 surveillance has been changing power structures in the information economy potentially shifting the balance of power further from nation states and towards large corporations employing the surveillance capitalist logic 11 zuboff notes that surveillance capitalism extends beyond the conventional institutional terrain of the private firm accumulating not only surveillance assets and capital but also rights and operating without meaningful mechanisms of consent 10 in other words analysing massive data sets was at some point not only executed by the state apparatuses but also companies zuboff claims that both google and facebook have invented surveillance capitalism and translated it into a new logic of accumulation 1 12 13 this mutation resulted in both companies collecting very large numbers of data points about their users with the core purpose of making a profit by selling these data points to external users particularly advertisers it has become an economic mechanism the combination of the analysis of massive data sets and the use of these data sets as a market mechanism has shaped the concept of surveillance capitalism surveillance capitalism has been heralded as the successor to neoliberalism 14 15 oliver stone creator of the film snowden pointed to the location based game pokémon go as the latest sign of the emerging phenomenon and demonstration of surveillance capitalism stone criticized that the location of its users was used not only for game purposes but also to retrieve more information about its players by tracking users locations the game collected far more information than just users names and locations it can access the contents of your usb storage your accounts photographs network connections and phone activities and can even activate your phone when it is in standby mode this data can then be analysed and commodified by companies such as google which significantly invested in the game s development to improve the effectiveness of targeted advertisement 16 17 another aspect of surveillance capitalism is its influence on political campaigning personal data retrieved by data miners can enable various companies most notoriously cambridge analytica to improve the targeting of political advertising a step beyond the commercial aims of previous surveillance capitalist operations in this way it is possible that political parties will be able to produce far more targeted political advertising to maximise its impact on voters however cory doctorow writes that the misuse of these data sets will lead us towards totalitarianism 18 better source needed this may resemble a corporatocracy and joseph turow writes that the centrality of corporate power is a direct reality at the very heart of the digital age 2 19 17 theory edit shoshana zuboff edit main article shoshana zuboff the terminology surveillance capitalism was popularized by harvard professor shoshana zuboff 20 107 in zuboff s theory surveillance capitalism is a novel market form and a specific logic of capitalist accumulation in her 2014 essay a digital declaration big data as surveillance capitalism she characterized it as a radically disembedded and extractive variant of information capitalism based on the commodification of reality and its transformation into behavioral data for analysis and sales 21 22 23 24 in a subsequent article in 2015 zuboff analyzed the societal implications of this mutation of capitalism she distinguished between surveillance assets surveillance capital and surveillance capitalism and their dependence on a global architecture of computer mediation that she calls big other a distributed and largely uncontested new expression of power that constitutes hidden mechanisms of extraction commodification and control that threatens core values such as freedom democracy and privacy 25 2 according to zuboff surveillance capitalism was pioneered by google and later facebook just as mass production and managerial capitalism were pioneered by ford and general motors a century earlier and has now become the dominant form of information capitalism 10 zuboff emphasizes that behavioral changes enabled by artificial intelligence have become aligned with the financial goals of american internet companies such as google facebook and amazon 20 107 in her oxford university lecture published in 2016 zuboff identified the mechanisms and practices of surveillance capitalism including the production of prediction products for sale in new behavioral futures markets she introduced the concept dispossession by surveillance arguing that it challenges the psychological and political bases of self determination by concentrating rights in the surveillance regime this is described as a coup from above 26 key features edit zuboff s book the age of surveillance capitalism 27 is a detailed examination of the unprecedented power of surveillance capitalism and the quest by powerful corporations to predict and control human behavior 27 zuboff identifies four key features in the logic of surveillance capitalism and explicitly follows the four key features identified by google s chief economist hal varian 28 the drive toward more and more data extraction and analysis the development of new contractual forms using computer monitoring and automation the desire to personalize and customize the services offered to users of digital platforms the use of the technological infrastructure to carry out continual experiments on its users and consumers analysis edit zuboff compares demanding privacy from surveillance capitalists or lobbying for an end to commercial surveillance on the internet to asking henry ford to make each model t by hand and states that such demands are existential threats that violate the basic mechanisms of the entity s survival 10 zuboff warns that principles of self determination might be forfeited due to ignorance learned helplessness inattention inconvenience habituation or drift and states that we tend to rely on mental models vocabularies and tools distilled from past catastrophes referring to the twentieth century s totalitarian nightmares or the monopolistic predations of gilded age capitalism with countermeasures that have been developed to fight those earlier threats not being sufficient or even appropriate to meet the novel challenges 10 she also poses the question will we be the masters of information or will we be its slaves and states that if the digital future is to be our home then it is we who must make it so 29 in her book zuboff discusses the differences between industrial capitalism and surveillance capitalism zuboff writes that as industrial capitalism exploited nature surveillance capitalism exploits human nature 30 john bellamy foster and robert w mcchesney edit the term surveillance capitalism has also been used by political economists john bellamy foster and robert w mcchesney although with a different meaning in an article published in monthly review in 2014 they apply it to describe the manifestation of the insatiable need for data of financialization which they explain is the long term growth speculation on financial assets relative to gdp introduced in the united states by industry and government in the 1980s that evolved out of the military industrial complex and the advertising industry 31 response edit numerous organizations have been struggling for free speech and privacy rights in the new surveillance capitalism 32 and various national governments have enacted privacy laws it is also conceivable that new capabilities and uses for mass surveillance require structural changes towards a new system to create accountability and prevent misuse 33 government attention towards the dangers of surveillance capitalism especially increased after the exposure of the facebook cambridge analytica data scandal that occurred in early 2018 5 in response to the misuse of mass surveillance multiple states have taken preventive measures the european union for example has reacted to these events and restricted its rules and regulations on misusing big data 34 surveillance capitalism has become a lot harder under these rules known as the general data protection regulations 34 however implementing preventive measures against misuse of mass surveillance is hard for many countries as it requires structural change of the system 35 bruce sterling s 2014 lecture at strelka institute the epic struggle of the internet of things 36 explained how consumer products could become surveillance objects that track people s everyday life in his talk sterling highlights the alliances between multinational corporations who develop internet of things based surveillance systems which feeds surveillance capitalism 36 37 38 in 2015 tega brain and surya mattu s satirical artwork unfit bits encourages users to subvert fitness data collected by fitbits they suggested ways to fake datasets by attaching the device for example to a metronome or on a bicycle wheel 39 40 in 2018 brain created a project with sam lavigne called new organs which collect people s stories of being monitored online and offline 41 42 the 2019 documentary film the great hack tells the story of how a company named cambridge analytica used facebook to manipulate the 2016 u s presidential election extensive profiling of users and news feeds that are ordered by black box algorithms were presented as the main source of the problem which is also mentioned in zuboff s book 43 the usage of personal data to subject individuals to categorization and potentially politically influence individuals highlights how individuals can become voiceless in the face of data misuse this highlights the crucial role surveillance capitalism can have on social injustice as it can affect all aspects of life 44 see also edit adware software with often unwanted adverts commercialization of the internet running online services principally for financial gain criticism of capitalism arguments against the economic system of capitalism data capitalism data mining process of analyzing large data sets decomputing digital integrity five eyes anglosphere intelligence alliance free and open source software freely licensed software with open code googlization neologism pages displaying short descriptions with no spaces mass surveillance industry microtargeting usage of online data for individuals advertising surveillance corporate surveillance pricing targeted advertising form of advertising personalized marketing marketing strategy using data analysis to deliver individualized messages and products platform capitalism business model of technological platforms privacy concerns with social networking services social profiling process of constructing a social media user s profile using his or her social data references edit 1 2 3 zuboff shoshana january 2019 surveillance capitalism and the challenge of collective action new labor forum 28 1 10 29 doi 10 1177 1095796018819461 issn 1095 7960 s2cid 159380755 1 2 3 4 couldry nick 23 september 2016 the price of connection surveillance capitalism the conversation archived from the original on 20 may 2020 retrieved 9 february 2017 anstis siena et al the negative externalities of cyberspace insecurity and instability for civil society cyberspace and instability edited by robert chesney et al edinburgh university press 2023 pp 240 78 jstor website retrieved 31 july 2025 john wiley sons inc 1 june 2018 data analytics and big data chapter 5 data analytics process there s great work behind the scenes pp 77 99 doi 10 1002 9781119528043 ch5 isbn 978 1 119 52804 3 s2cid 243896249 1 2 cadwalladr carole 20 june 2019 the great hack the guardian archived from the original on 4 february 2020 retrieved 6 february 2020 zuboff shoshana möllers norma murakami wood david lyon david 31 march 2019 surveillance capitalism an interview with shoshana zuboff surveillance society 17 1 2 257 266 doi 10 24908 ss v17i1 2 13238 issn 1477 7487 mosco vincent 17 november 2015 to the cloud big data in a turbulent world routledge isbn 978 1 317 25038 8 archived from the original on 19 october 2021 retrieved 9 february 2017 fuchs christian 20 february 2017 social media a critical introduction sage isbn 978 1 4739 8749 4 archived from the original on 19 october 2021 retrieved 9 february 2017 scholz trebor 27 december 2016 uberworked and underpaid how workers are disrupting the digital economy john wiley sons isbn 978 1 5095 0818 1 archived from the original on 19 october 2021 retrieved 9 february 2017 1 2 3 4 5 zuboff shoshana 5 march 2016 google as a fortune teller the secrets of surveillance capitalism faz net frankfurter allgemeine zeitung archived from the original on 11 february 2017 retrieved 9 february 2017 galič maša timan tjerk koops bert jaap 13 may 2016 bentham deleuze and beyond an overview of surveillance theories from the panopticon to participation philosophy technology 30 9 37 doi 10 1007 s13347 016 0219 1 zuboff shoshana shoshana zuboff a digital declaration faz net in german issn 0174 4909 archived from the original on 22 june 2020 retrieved 18 may 2020 shoshana zuboff on surveillance capitalism contagious archived from the original on 6 february 2020 retrieved 18 may 2020 zuboff shoshana 2019 the age of surveillance capitalism the fight for a human future at the new frontier of power p 504 505 519 sandberg roy may 2020 surveillance capi...