BIG DATA: THE INGREDIENT OF SURVEILLANCE CAPITALISM
Do you have any communication device for personal or official use? This article is for you, read on. You may already be wondering what the heck Surveillance Capitalism is about, if it concerns you and for whom it exists to benefit. The common denominator in all this is what has come to be the lifeblood of business, data. In this article, stay with me as I explore the concept of surveillance capitalism and examine its impact on society and individuals, and possible mitigations against its negative effects.
Shoshana Zuboff coined the phrase “Surveillance capitalism” to describe the business model of the information age where tech behemoths profit from collecting and analyzing data based on the behaviors, tastes and preferences of individuals. Under this set-up, user data is treated as a commodity to be defined, mined, refined, and sold to the highest bidders-advertisers. All this with disregard for user privacy, knowledge or consent. This has of course raised serious ethical and legal concerns that have given rise to debates about the role of privacy and personal autonomy in the digital era.
The Origin of Surveillance Capitalism
Fair enough, Surveillance Capitalism is not a new phenomenon, no. Companies have collected data on their customers for millennia. This data has been useful for product improvement, targeted advertising, and personalized services that subscribe to the users’ tastes and preferences. In comparison to the digital age however, the rise of the internet and the proliferation of digital devices have led to an unprecedented amount of user data, much of it generated by people’s online behavior, social media activity, and interactions with mobile applications.
Companies like Google, Facebook, and Amazon were quick to realize the value of this big data, a term that has been used to refer to the kind of data that is so colossal that conventional Statistical Methods of analysis may not be applicable to it. By subjecting this big data to sophisticated algorithms and machine learning techniques, they gained insights into users’ habits, preferences, and desires. This led to what is called personal online data profiles. These data profiles enable big techs to deliver highly targeted ads, based on a user’s location, interests, search history, and social connections through what is technically known as recommendation algorithms. This business model has been profitable to the high heavens for these companies giving them vast fortunes and dominance in their respective markets. However, at what cost? Commodification of user data by these behemoths has blurred the line between what is public and what is private consequently turning personal information into a form of currency to be traded and exploited.
The Impact of Surveillance Capitalism
Surveillance capitalism has had profound effects on people and society in general. On the light side, new forms of innovations and convenience have risen allowing people to access information, services, and entertainment with greater ease than in the past. On the darker side, new forms of social control, manipulation, and exploitation have emerged.
Indeed, the most painful negative impact of surveillance capitalism has been on privacy. As companies collect more and more data on individuals, they gain an increasingly terrifying and detailed picture of their lives on such aspects as their habits, preferences, and even relationships! The potential for abuse, particularly in the context of government surveillance is huge. In many countries across the world, user data has been mined to track, monitor, and control citizens in ways that are beyond imaginable. What is worrying is the fact that it will only get worse as we get more interconnected through such futuristic techs like the Metaverse.
Surveillance capitalism has also had a profound impact on democracy. By directing political ads and content to specific audiences, big companies like Facebook have been accused of playing a role in the rise of populism and the erosion of trust in democratic institutions. A case in point is the Cambridge Analytica scandal, which facilitated the mining of personal data for millions of Facebook users without their consent. This data was suspected to have been used to influence elections in Kenya, the US and the infamous Brexit vote. The dangers of the high tech surveillance were brought to the fore and led to calls for greater regulation of the tech industry.
Another impact of surveillance capitalism has been on the mental health of individuals. By using recommendation algorithms to deliver content that is tailored to users’ preferences, tech companies have created a feedback loop mechanism that reinforces pre-existing beliefs and biases. This in turn has contributed to the spread of conspiracy theories, fake news, and extremist content, whose damaging effect on people’s mental wellbeing and their ability to engage in constructive dialogue and debate cannot be overlooked.
The Ethics of Surveillance Capitalism
The rise of surveillance capitalism raises important ethical questions about the relationship between technology and society. One of the key issues is the question of consent. When companies collect data on individuals without their knowledge or consent, they are effectively treating them as objects to be used for their own purposes, rather than as autonomous agents with their own rights and interests.
The potential for surveillance capitalism to exacerbate social inequalities is another ethical concern. The tech companies often target ads based on demographics, which can perpetuate existing biases and discrimination. This can have real-world consequences, such as perpetuating housing discrimination or denying job opportunities and biased incarcerations to certain groups of people.
The ethics of surveillance capitalism are complex and have elicited debates on a global scale. While there are arguments for the benefits of big data and the rights of companies to collect data, there are also concerns about privacy, autonomy, and the potential for social inequality. As we continue to advance technologically, it is important to carefully consider the ethical implications of surveillance capitalism and work towards solutions that prioritize individual rights and social justice.
