Surveillance capitalism

Surveillance capitalism is a concept in political economics which denotes the widespread collection and commodification of personal data by corporations. This phenomenon is distinct from government surveillance, though the two can reinforce each other. The concept of surveillance capitalism, as described by Shoshana Zuboff, is driven by a profit-making incentive, and arose as advertising companies, led by Google's AdWords, saw the possibilities of using personal data to target consumers more precisely. Increased data collection may have various advantages for individuals and society such as self-optimization (Quantified Self), societal optimizations (such as by smart cities) and optimized services (including various web applications). However, as capitalism has become focused on expanding the proportion of social life that is open to data collection and data processing, these may come with significant implications for vulnerability and control of society as well as for privacy. Economic pressures of capitalism are driving the intensification of connection and monitoring online with spaces of social life becoming open to saturation by corporate actors, directed at the making of profit and/or the regulation of action. Therefore, personal data points increased in value after the possibilities of targeted advertising were known. Consequently, the increasing price of data has limited accessibility to the purchase of personal data points to the richest in society. 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". In 2014 Vincent Mosco referred to the marketing of information about customers and subscribers to advertisers as surveillance capitalism and makes note of the surveillance state alongside it. Christian Fuchs found that the surveillance state fuses with surveillance capitalism. Similarly, Zuboff informs that the issue is further complicated by highly invisible collaborative arrangements with state security apparatuses.