A few years ago after the 2008 financial crash Matt Taibbi of
Rolling Stone described Goldman Sachs, that great titan of financial capitalism, as a "great vampire squid wrapped around the face of humanity, relentlessly jamming its blood funnel into anything that smells like money." Fast forward almost ten years and you could say the same, and much worse, about surveillance capitalism, according to Shoshana Zuboff author of
Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power.
This time though the squid is even bigger and it is jamming its blood funnel, via smart phones, smart TVs, tablets & soon even smart homes, into every last nook and cranny of our individual & collective privacy. The very thing that was suppose to set us free and serve us, as internet creator Tim Berners Lee had hoped, has now evolved as Lee said
"into an engine of inequity and division; swayed by powerful forces who use it for their own agendas." The capture & commodification of our data, the predatory construction of user profiles and surveillance is in the DNA of surveillance capitalism. Cambridge Analytica is only the tip of the iceberg.
Zuboff points out in her brilliant book that
all pervasive, stealthy and omnipresent surveillance capitalism has exploited human experience to collect free raw material for translation into behavorial data. The behavorial surplus - our emotions, fears, our voices and our personalities-is then fed into thinking 'machine intelligence', and then reconfigured into predictive products. Products specifically designed to anticipate what you will do today, tomorrow, and next week by means of behavorial modification. But not only does surveillance capitalism predict it also nudges us, influencing our behaviour through personalised and intrusive targeted advertising.
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