She points out that while most of us think that we are dealing merely with algorithmic inscrutability, in fact what confronts us is the latest phase in capitalism’s long evolution – from the making of products, to mass production, to managerial capitalism, to services, to financial capitalism, and now to the exploitation of behavioural predictions covertly derived from the surveillance of users. While the general modus operandi of Google, Facebook et al has been known and understood (at least by some people) for a while, what has been missing – and what Zuboff provides – is the insight and scholarship to situate them in a wider context. Surveillance capitalists have grown immensely wealthy from these trading operations, for many companies are willing to lay bets on our future behaviour.” Finally, these prediction products are traded in a new kind of marketplace that I call behavioural futures markets. Although some of these data are applied to service improvement, the rest are declared as a proprietary behavioural surplus, fed into advanced manufacturing processes known as ‘machine intelligence’, and fabricated into prediction products that anticipate what you will do now, soon, and later.
“Surveillance capitalism,” she writes, “unilaterally claims human experience as free raw material for translation into behavioural data. It works by providing free services that billions of people cheerfully use, enabling the providers of those services to monitor the behaviour of those users in astonishing detail – often without their explicit consent. The name Zuboff has given to the new variant is “surveillance capitalism”. The headline story is that it’s not so much about the nature of digital technology as about a new mutant form of capitalism that has found a way to use tech for its purposes. Those essays promised a more comprehensive expansion of this Big Idea.Īnd now it has arrived – the most ambitious attempt yet to paint the bigger picture and to explain how the effects of digitisation that we are now experiencing as individuals and citizens have come about. What these revealed was that she had come up with a new lens through which to view what Google, Facebook et al were doing – nothing less than spawning a new variant of capitalism. The first hint of what was to come was a pair of startling essays – one in an academic journal in 2015, the other in a German newspaper in 2016. And then Zuboff appeared to go quiet, though she was clearly incubating something bigger. It provided the most insightful account up to that time of how digital technology was changing the work of both managers and workers. Many years ago – in 1988, to be precise – as one of the first female professors at Harvard Business School to hold an endowed chair she published a landmark book, The Age of the Smart Machine: The Future of Work and Power, which changed the way we thought about the impact of computerisation on organisations and on work. Which is why the arrival of Shoshana Zuboff’s new book is such a big event. So our contemporary state of awareness is – as Manuel Castells, the great scholar of cyberspace once put it – one of “informed bewilderment”. But they’re like the blind men trying to describe the elephant in the old fable: everyone has only a partial view, and nobody has the whole picture. Lots of scholars are thinking, researching and writing about this stuff. Library shelves groan under the weight of books about what digital technology is doing to us and our world. And although it’s now gradually dawning on us that this really is a big deal and that epochal social and economic changes are under way, we’re as clueless about where it’s heading and what’s driving it as the citizens of Mainz were in 1495. Why choose 1495? Because we’re about the same distance into our revolution, the one kicked off by digital technology and networking. Printing shaped and transformed societies over the next four centuries, but nobody in Mainz (Gutenberg’s home town) in, say, 1495 could have known that his technology would (among other things): fuel the Reformation and undermine the authority of the mighty Catholic church enable the rise of what we now recognise as modern science create unheard-of professions and industries change the shape of our brains and even recalibrate our conceptions of childhood. Hindsight is the only exact science in this business, and in that long run we’re all dead. And the problem with living through a revolution is that it’s impossible to take the long view of what’s happening.
W e’re living through the most profound transformation in our information environment since Johannes Gutenberg’s invention of printing in circa 1439.
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