Surveillance capitalism: some insights

In the article Capitalist Evolution and stakeholder capitalism, we identified six phases of development in the capitalist system, reflecting economic, social, and political changes over time. In these reflections, we did not consider a concept that appears quite interesting and could be seen as a specific phase within this system. We are talking about surveillance capitalism.

The concept of surveillance capitalism was coined and developed by Shoshana Zuboff, an emeritus professor at Harvard Business School, in her book "The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power," published in 2019.

In this book, Zuboff explores the intersection between digital economy and surveillance, arguing that technology companies not only collect personal data from users but also turn them into commodities for profit, altering the nature of capitalism.

The author provides a detailed and critical analysis of data collection practices by technology companies and their implications for society, privacy, and democracy. She argues that surveillance capitalism represents a new form of power, where companies exert control not only over the economy but also over the behavior and decisions of individuals.

Since Zuboff's book was published, the concept of surveillance capitalism has been discussed and debated in academic, political, and other contexts, at the very least, helping to raise awareness about issues related to privacy, ethics, and the regulation of technology companies. The origin of the concept can be traced back to Shoshana Zuboff's pioneering analysis of technology companies' practices in the digital age.

Surveillance capitalism has gained prominence in discussions about the digital economy and privacy. This phenomenon describes an economic model in which companies collect vast amounts of personal data from individuals through digital devices and online services, transforming these elements into valuable assets for profits and returns on investment. The practice raises profound questions about privacy, ethics, and data control.

Technology companies like Google, Facebook, and Amazon play a significant role in surveillance capitalism. They collect data such as browsing history, purchase preferences, location, and social interactions to create detailed user profiles. These profiles are used to personalize advertisements, content, and recommendations, increasing the effectiveness of marketing strategies and, consequently, company profits.

One of the main challenges of surveillance capitalism is the threat to individual privacy and autonomy. Constant data collection creates an environment where online and offline life somewhat merge, making it difficult to escape scrutiny by companies. This can lead to concerns about constant monitoring, opinion manipulation, and a lack of control over personal data.

As privacy concerns grow, governments around the world have started taking steps to regulate surveillance capitalism. Laws such as the General Data Protection Regulation (GDPR) in the European Union, the California Consumer Privacy Act (CCPA) in the United States, and the General Data Protection Law in Brazil are examples of this. Furthermore, public debate about the ethics of data collection and transparency of companies continues to grow.

The future of surveillance capitalism is uncertain. As awareness of privacy increases and regulation becomes stricter, technology companies may be forced to rethink their data collection and usage practices. Balancing economic benefits with individual rights is an ongoing challenge that society will face in the ever-evolving digital age.

In addition to privacy implications, surveillance capitalism also has significant social and cultural impacts. Constant monitoring and algorithmic personalization can create filter bubbles, where people are exposed only to information that confirms their pre-existing views. Moreover, dependence on personalized digital services can affect the human experience, raising questions about the authenticity of interactions and the formation of online identities.

In the wake of surveillance capitalism, efforts are also underway to develop alternatives that prioritize user privacy and autonomy. Technologies like blockchain and advanced encryption are being explored to create solutions that allow individuals to control their own data. Additionally, some companies have adopted subscription-based business models instead of personalized advertising as a way to ensure user privacy.

How to address the challenges of surveillance capitalism?

The legal framework in our country (and probably in many others) does not seem fully prepared to deal with surveillance capitalism. The answer does not appear to be simple, but certainly, education and awareness are key to empowering people and increasing their awareness of the transparency and accountability of companies that collect their data.

Mônica Mansur Brandão

Mônica Brandão lives in Belo Horizonte, in the state of Minas Gerais, Brazil. She has been working as an executive and advisor in various organizations. With a master's degree in Administration, she is an electrical engineer and is currently pursuing a degree in Law. She has been publishing articles in different outlets in her country.