in Digital Rights

Shoshana Zuboff: Secrets of Surveillance Capitalism

Over the past two years I have kept trying to explain to people that Google is appropriating the commons and is building value on something that isn’t theirs. Another way of saying the same thing is that Google is using you as a sensor to build knowledge about the world as a whole. The example I usually bring up is how any action you take on Google Maps furthers Google’s knowledge about what the world looks like and how people (want to) operate in it.

Zuboff has written an article that I wished I was capable of writing. She made the mechanism way more explicit and has called it: surveillance capitalism. I can’t wait to read her forthcoming book.

On the problem:

The equation: First, the push for more users and more channels, services, devices, places, and spaces is imperative for access to an ever-expanding range of behavioral surplus. Users are the human nature-al resource that provides this free raw material. Second, the application of machine learning, artificial intelligence, and data science for continuous algorithmic improvement constitutes an immensely expensive, sophisticated, and exclusive twenty-first century “means of production.” Third, the new manufacturing process converts behavioral surplus into prediction products designed to predict behavior now and soon. Fourth, these prediction products are sold into a new kind of meta-market that trades exclusively in future behavior. The better (more predictive) the product, the lower the risks for buyers, and the greater the volume of sales. Surveillance capitalism’s profits derive primarily, if not entirely, from such markets for future behavior.

On the solution:

In undertaking this challenge we must be mindful that contesting Google, or any other surveillance capitalist, on the grounds of monopoly is a 20th century solution to a 20th century problem that, while still vitally important, does not necessarily disrupt surveillance capitalism’s commercial equation. We need new interventions that interrupt, outlaw, or regulate 1) the initial capture of behavioral surplus, 2) the use of behavioral surplus as free raw material, 3) excessive and exclusive concentrations of the new means of production, 4) the manufacture of prediction products, 5) the sale of prediction products, 6) the use of prediction products for third-order operations of modification, influence, and control, and 5) the monetization of the results of these operations. This is necessary for society, for people, for the future, and it is also necessary to restore the healthy evolution of capitalism itself.

Source: Shoshana Zuboff: Secrets of Surveillance Capitalism