Zuboff
Shoshana Zuboff is a social scientist, writer, and retired Harvard Business School professor known for her work on the impact of technology on society, particularly the rise of surveillance capitalism.
Key Ideas and Contributions:
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Surveillance Capitalism: Zuboff's most prominent contribution is her concept of "surveillance capitalism," which she describes as a new economic logic driven by the collection and monetization of personal data. This economic model goes beyond traditional capitalism by not just producing goods and services, but also extracting and analyzing vast amounts of user data, often without explicit user consent or awareness, to predict and influence future behavior.
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Behavioral Surplus: Within the context of surveillance capitalism, Zuboff introduced the idea of "behavioral surplus," which refers to the data companies collect about users' behavior that goes beyond what is needed to provide a service. This surplus data is then used for predictive analysis and targeted advertising.
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Instrumentarian Power: Zuboff argues that surveillance capitalism leads to a new form of power called "instrumentarian power," which uses data and algorithms to shape and control human behavior on a large scale. This contrasts with traditional totalitarianism, which relies on direct coercion.
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The Age of Surveillance Capitalism: Zuboff's book, The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power (2019), is a comprehensive exploration of these concepts and their implications for democracy, autonomy, and the future of human experience. It examines how tech companies like Google and Facebook have pioneered surveillance capitalism and how their practices are spreading to other sectors of the economy.
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Critique of Technological Determinism: Zuboff's work challenges the notion of technological determinism, arguing that the negative consequences of technology are not inevitable but are rather the result of specific economic and political choices.
Impact and Influence:
Zuboff's work has had a significant impact on public discourse and policy debates surrounding data privacy, digital rights, and the regulation of technology companies. Her ideas have been influential in raising awareness about the ethical and societal implications of data collection and algorithmic governance. She has become a prominent voice advocating for greater transparency, accountability, and user control in the digital realm.