The Age of Surveillance Capitalism

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The Age of Surveillance Capitalism Page 88

by Shoshana Zuboff


  inequalities, economic and social: and division of labor, 185; increase in, 42–45; necessary to capitalist development, 257. See also asymmetries; division of learning in society; neoliberalism

  inevitabilism, 195; as driver of surveillance capitalist growth, 224, 225, 238; and Google city, 231; as ideology, 221–223, 225–227; and instrumentarian power, 395, 515–516; and internet of things, 221–225; a reason for success of surveillance capitalism, 343; rejection of, 522; and resistance to vehicle telematics, 216–217; and search engines, 15; Silicon Valley as axis mundi of, 223, 225–227; and Spanish conquest, 177–178; and utopianism, 222

  information, volume of production vs processing, 187–188

  informational privacy: vs physical privacy, 480; right to be forgotten, 27, 57–61, 485. See also decision rights

  information capitalism: foreclosure of alternatives as one reason for success of surveillance capitalism, 343; forms of, 195, 347, 395; as liberating/democratic social force, 67; surveillance capitalism as dominant form of, 12, 13, 52–53; surveillance exceptionalism shaping course of, 120

  information civilization, emergence of, 4, 11–12, 515

  information warfare, 281

  Ingress game (augmented reality), 150, 312–313

  Inktomi search engine, 71

  In-Q-Tel, 116, 117

  Instagram, 276, 457–458, 484

  Institute of the Chinese Academy of International Trade and Economic Cooperation, 391

  instrumentalization: definition of, 352; of digital social connection, 455–457; gamification as form of, 216, 313–314, 317, 325; Pentland’s work on, 420, 436

  instrumentarianism, 376–395; and Big Other, 376–379; in China, 388–394; compared with totalitarianism, 20, 360–361, 396f–397f, 399; definition of, 8, 352; and division of learning, 443–444; intent of, 353; and market project of total certainty, 379–382; market solution to problems of second modernity, 383; mistakenly equated with totalitarianism, 352; moral agnosticism of, 381; operates from viewpoint of Other-One, 382; Pentland’s theory of, 416–419, 426–429; rise of, 20, 381; social relations patterned on machines in, 411–415, 426; as solution to societal uncertainty, 383–388, 403, 514–516; state power’s engagement with, 386–387, 394; stealth of, 381; surveillance capitalism’s use of, 374–375; as unprecedented form of power, 352; and Walden Two, 374. See also Big Other; instrumentarianism, principles of social relations in

  instrumentarianism, principles of social relations in, 431–441; as applied utopistics, 437–438; as controlled behavior for the greater good, 431–432; as death of individuality, 438–441; normalization of, 469; as replacement of politics with plans, 432–435; as social pressure for harmony, 435–437

  instrumentation, 434; definition of, 352; Pentland’s work on, 420

  insurance companies, 212, 213–218, 275, 316

  Intel, 209, 240

  intelligence community, 386, 387; and Google, 115–120

  intelligent edge, 408, 410

  International Monetary Fund, 42

  internet of things: and actuation/behavioral modification, 293–294; and animal tracking, 204–207; and auto insurers, 213–218; and behavioral modification, 295–296, 296–297; and cities, 227–232; as “dark data,” 210–211; economic imperative of, 204; enabling guaranteed outcomes, 203; and health care, 247–251; and inevitabilism, 221–225; and legal protections, 481; and machine relations in factory, 408–411; as medium of instrumentarianism, 8; Pentland on, 427; and prediction imperative, 199–204; and rendition, 234–240; and tech companies, 209–212; terminology of, 202; TVs, 263–266; and ubiquitous computing, 199–200; and ubiquitous sensors, 207–209; and the uncontract, 218–221. See also smart-home devices; ubiquitous computing; wearable technologies

  internet service providers (ISPs): AT&T, 166, 167; turn to surveillance capitalism, 166–172; Verizon, 166–170, 171, 417

  In the Age of the Smart Machine (Zuboff), 3–4, 181, 270

  invisible hand, 496

  iOS platform (Apple), 248

  iPhones, 28, 387

  iPods, 28, 29–30, 69

  iRobot, 235–236

  isolation: as category of privacy behavior, 479; and social media, 446, 447, 464; and totalitarianism, 358–359, 397f, 518

  Issenberg, Sasha, 123

  Italy, 148, 354, 508, 517

  iTunes, 28, 29–30

  Jana, 421

  Japan, 142, 148, 316

  Jensen, Michael, 38, 40–41, 106, 181, 370

  job polarization, 182

  Jobs, Steve, 28

  journalism, 506–507; fake news, 507, 509–510

  Journal of American Medicine, 250

  Kahn, Herman, 219–220

  Kaliouby, Rana el, 288, 289, 290

  Kegan, Robert, 454, 455

  Kelly, Kevin, 95

  Keyhole, 117, 142, 311

  Kim, Nancy, 49–50

  Klein, Michelle, 448

  Kleiner Perkins, 68, 72

  knowledge: concentration of by Google, 180, 401–402; and dangers of surveillance capitalism, 175; and digital dispossession, 100; dispels the illusion of freedom, 364; and instrumentarianism’s pursuit of totality, 430, 497; as oldest political question, 3–5; surveillance capitalism’s right to, 179; “who knows?” as an essential question of division of learning, 181, 192, 223, 327–328. See also certainty; totality

  knowledge, asymmetries in, 11, 19, 80–81, 484, 498; and affective computing/emotion analytics, 286–290; and Aware Home project, 6, 7, 234–235, 247; and elemental rights, 54; and information warfare, 281; as pathology of the division of learning, 185–186; and telemedicine, 247–251

  Kogan, Alexander, 280

  Kosinski, Michal, 273–274, 274–275, 275–276, 280, 615n64

  Kramer, Adam, 303

  Kreiss, Daniel, 122–123

  La Diega, Guido Noto, 237

  language, philosophy of: and declarations, 177

  Lapsley, Daniel, 453, 456

  Law and Economics Center, George Mason University, 125

  lawlessness: of cyberspace, 103–105; essential to advance of surveillance capitalism, 101; Facebook’s interest in, 251–252; and facial recognition, 251–252; intelligence agencies covet private sector’s, 118–120; and the internet of things, 209–210; and ISPs/internet companies, 171–172; and rise of industrial capitalism, 105–107

  laws of motion, 66–67

  laws of social behavior (Pentland), 430–431

  Lefort, Claude, 355, 359

  Leibowitz, Jon, 50, 160

  Lemov, Rebecca, 322

  lending companies, 172–173, 507–508

  Lenin, Vladimir, 406

  Levi Strauss, 246

  Levy, Steven, 47, 72–73

  Libert, Timothy, 136

  libertarianism, 109, 138, 323

  life expectancies, improved: and rise of second modernity, 35–36

  life pattern marketing, 243

  “Like” button (Facebook), 159–161, 274, 275, 457–458, 491

  LinkedIn, 165

  ListenTree, 207–208

  Livestream, 157

  lobbying (political): Big Tech, 105, 114, 122, 342, 487; Facebook, 252–253; Google, 122, 124–126; ISPs, 171

  location data, tracking of, 137, 154, 174, 242–245; and Pokémon Go, 317, 318; resistance to, 140

  Loewenstein, George, 460

  London, August 2011 riots in, 27, 41–42, 44

  London Times, 143

  Look magazine, 356–357

  Loveluck, Benjamin, 442

  Luca, Michael, 132

  luxuries, 257

  Lynn, Barry, 127

  Lyon, David, 112, 115

  M (Facebook digital assistant), 259

  MAC address, 249–250

  Machado, Antonio, 34

  machine hive, 413–414, 492

  machine intelligence: acquisition of, 102; capabilities of, 95; definition of, 65; and emotion analytics, 282–290, 291–292; Facebook’s FBLearner Flow, 279; Google’s investment in, 188–189; IB
M’s, 211, 276–277; as means of production, 95–96, 97f; recruitment/dispersal of scientists in, 189–190; revenues from, 189. See also digital assistants

  machine learning: as collective mind, 409, 413–414; included in machine intelligence, 65; used by surveillance-as-a-service firms, 174; used to generate UPI, 79

  machine relations, and confluence (as template for human social relations), 407–411

  machine zone, 450

  MacKay, R. Stuart, 204–207, 211, 213, 218, 227–228, 246, 247, 253, 301, 375, 378, 424

  Madrigal, Alexis, 151

  Managerial Revolution, The (Burnham), 523

  managers: and radical indifference, 505–506; and shareholder value maximization, 38–39

  manifest destiny, 225

  manipulation, 202

  Manuel, Frank, 222, 405

  Manuel, Fritzie, 222, 405

  mapping: and Google, 150–155, 244–245; and Pokémon Go, 310–311, 312–314, 317; as privilege of invaders, 90–91; by Roomba vacuum cleaner, 235–236

  maps. See Google Street View

  market democracy, 31–32, 40, 496–497

  Marketplace of Revolution, The (Breen), 502

  Marx, Karl, 99, 222, 406, 598n64

  Marxism, 222

  Mashable, 235

  mass production, 29, 31, 63–64, 85–86, 87–88, 347–348

  material infrastructure: hyperscale of, 188–189, 500, 501

  Mattel, 266–267

  Mayer, Jonathan, 168

  McCann Erickson, 288

  McClain, Linda, 479

  McConnell, Mike, 119–120

  McDonald’s, 316

  McKinsey, 217

  means of behavioral modification: actuation as completion of, 293–294; aimed at “them” vs at “us,” 327; and Big Other, 376, 379; China’s use of, 388–389, 391; definition of, 339; as form of state power, 320, 322, 324, 326; and “goodness,” 432; guaranteed outcomes as result of, 203; history of resistance to, 320–328; ideology of human frailty legitimates, 343; information warfare (secrecy, asymmetries of knowledge and power) as essential to, 281; and instrumentarian power, 352, 360, 376, 379, 396f; means of production subordinated to, 8, 9, 11, 19–20, 67, 339, 351; means of social participation coextensive with, 342; need for rejection of, 344; operations of, 351; ownership of, 11, 326–327, 430; production of, 203; regulation of, 320–326. See also behavioral modification; economies of action; uncontracts

  means of production: machine intelligence as, 95–96, 97f; serves means of behavioral modification, 8, 9, 11, 19–20, 67, 339, 351. See also means of behavioral modification

  Meckling, William, 38

  media use, international study of “unplugging” from, 445, 446

  medical fields: and emotion analytics, 288; and internet of things, 247–251

  mental health: depression, 275, 287, 446, 464–465; and Facebook use, 446, 463–465; monitoring of, 412; predictions of, 275

  Mercer, Robert, 278

  Mercury News, 116

  meta-data, 117–118, 245, 272–273, 275

  Meyer, Max, 362–363, 363–364, 364–366, 372, 412, 633n39, 634n42, 634n44, 635n45

  Meyer, Michelle, 304

  m-health (mobile health apps), 248–251

  Michaels, Jon, 119

  Microsoft, 24, 400; Bing search engine, 95, 162, 163; collaboration with metal-cutting factory, 407–409; Cortana digital assistant, 163–164, 165, 255, 400; Inktomi search engine, 71; and insurers, 217; patents filed by, 411–412; revenues of, 165–166, 405; surveillance capitalism spreads to, 9, 162–163; and voice recognition, 263; Windows 10 operating system, 164–165. See also Nadella, Satya

  Milgram, Stanley, 473–474

  military applications of behavioral modification, 321–322

  Millward Brown, 288–289

  Milner, Marius, 150, 311

  MindReader machine learning system, 288

  MIT Media Lab, 207, 288, 416, 421

  MIT Technology Review, 116, 421, 422

  MKUltra project, 321

  mobile advertising as surveillance, 172, 243, 421; and Facebook, 161–162; and geo-targeting, 242–243; Google, 137–140, 156, 243–245; and health data, 248–251; and Pokémon Go, 315–319; and Verizon, 166–171; and wearables, 246–247

  mobile phones. See smartphones

  modeling: operating through privatized digital spaces, 456

  modernities, 31–37. See also first modernity; second modernity; third modernity

  Mohammed, Jahangir, 227

  Monarchical Edict of 1513 (Requirimiento), 178

  Monitor, 325

  monopoly (antitrust): as category that falls short in contesting surveillance capitalism, 14, 23, 194, 344, 486; as means of cornering behavioral surplus supply routes, 132–138

  moral life of civilization: shaped by practices of capitalism, 17, 347–348

  Moritz, Michael, 72, 76, 84–85

  Morozov, Evgeny, 629n14

  Motorola, 135

  Mumford, Lewis, 371

  music industry, 28–30

  Mussolini, Benito, 354

  mutations, economic, 47, 51–52

  My Friend Cayla (doll), 266, 267

  myPersonality database, 273

  Nadella, Satya: on “conversational commerce,” 164; on digital assistants, 255; on LinkedIn acquisition, 165; on machine relations, 407–408, 410, 411; on power of technology, 400, 407, 427, 498; and shift toward surveillance capitalism, 162–166

  Nader, Laura, 485

  Napster, 28

  Narayanan, Arvind, 136, 245

  Nasaw, David, 107

  National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research, 325–326

  National Research Act (1974), 325

  national security (after 9/11): and emergence of surveillance capitalism, 9–10, 112–115, 193–194, 385–386

  National Security Agency (NSA), 117, 118

  National Telecommunications and Information Association (NTIA), 252, 253

  native peoples (indigenous peoples), 91, 177–178

  Nature, 299, 304

  nature, commodification of: and industrial capitalism, 94, 345–346, 470, 515

  Nazism, 355

  neofeudalism, 44

  neoliberalism: as shelter for rise of surveillance capitalism, 101, 107–112, 341; surveillance capitalism’s origins in, 504–505

  neoliberal market economics, 37–41; helps surveillance capitalism flourish, 54; increase in inequalities under, 42–45; vs individualization, 18, 37. See also Friedman, Milton; Hayek, Friedrich; Jensen, Michael

  Nest thermostat, 6–7, 237–238

  Netherlands, 144, 517

  Netscape, 86

  Network Advertising Initiative, 86–87

  networked publics, 455–456

  neuroticism, 277

  New America Foundation, 125, 127

  New Deal, 108

  New Digital Age, The (Schmidt and Cohen), 103, 223

  News Feed. See Facebook News Feed

  New York Times: on AI research harnessed to power, 191; and broadband privacy regulations, 172; on Carol Brady search data, 75; and Facebook user experiments, 303; and GDPR impact, 487; on Google business model, 72; on Google influencing research, 127; and Google’s secrecy, 89; on Google Street View privacy violations, 147; on intelligence agencies’ interest in data-mining, 116–117; on Obama campaign, 123; on Pokémon Go, 315; report on political funding, 43; on Verizon, 169, 171; on video content, 512

  Niantic (ship), 311–312

  Niantic Labs: data collection by, 317–319; Hanke founds, 150, 310, 311; Ingress game, 150, 312–313; surveillance policy, 317, 318. See also Hanke, John; Pokémon Go

  1984 (Orwell), 371, 372–373

  Nintendo, 311, 315

  Nix, Alexander, 278

  Nodder, Chris, 456–457

  no exit, 470–474, 488

  No Exit (Sartre), 471

  None of Your Business (NOYB), 486

  nonprofit organizations, Google’s
funding of, 126

  normalization of the abnormal, 11, 12–13, 398–399, 422, 456, 469, 472–474, 489–492. See also habituation stage of dispossession cycle; psychic numbing effect

  Norvig, Peter, 118

  Nuance Communications, 264, 266

  nudges, 202, 294–295, 370, 435

  Obama administration, 120, 124–125, 385–386

  Obama campaigns, 122–124, 281

  objectification, 211–212, 337, 377; otherization of humanity, 363–364, 365–366, 378, 397f, 410; self-objectification, dangers of, 464. See also free will; Other-One viewpoint

  observation without witness, as instrumentarianism’s point of view, 376–377. See also Other-One viewpoint; privacy

  Occupy movement, 42, 44–45

  Oculus, 103

  Odyssey, The, 3

  offensive material, blocking of, 110–112

  Ohlhausen, Maureen K., 265–266

  Ohm, Paul, 245

  O’Neill, Richard, 118

  One Voice, competition for, 260–261, 267, 268–269

  “Online Eraser” law (California, 2015), 61

  On Photography (Sontag), 233

  OnStar Go, 217

  Open Effect, 249

  openness to experience, 275, 277

  open source, Android platform as, 134

  operant conditioning. See conditioning

  operating systems: Android, 133–135, 137, 154, 264; Apple iOS platform, 248; Windows 10, 164–165

  opt-in, 174, 235–236, 241

  opt-out policies: choice architecture of, 294; and Google Street View, 149; lack of, for Facebook “Like” button, 161; and rendition, 241; Verizon’s, 169, 170; and Verizon tracking ID, 167, 168, 169. See also consent

  Oremus, Will, 459

  Origins of Architectural Pleasure (Hildebrand), 475

  Origins of Totalitarianism, The (Arendt), 358, 383, 518

  Orwell, George, 90, 523–524; and 1984, 371, 372–373, 636n68

  otherization of humanity, 363–364, 365–366, 378, 397f, 410

  Other-One viewpoint: as global presence, with Big Other, 377; human being as organism, 363–364, 365–366, 377; instrumentarian power operates from, 382, 418–419; Meyer’s, 363–366; Skinner seeks technology of human behavior institutionalizing, 369–371; Skinner’s elaboration of, 366–368; society as, 398–399; and tyranny, 513–514; in Walden Two, 373–374; and young people’s experience of hive life, 445–446, 465

  “others,” dependency on: in adolescence, 448–449, 453–454, 465–466; and social media, 447–448, 456–457, 465

 

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