by Martin Butler
Shoshona Zuboff’s “The age of Surveillance Capitalism: The fight for a human future at the new frontier of Power” gives an impressive and comprehensive account of how the big tech companies gained their economic dominance, and why this is a problem.[1] We hear much about how these companies fail to pay their fair share of taxes, how they have become monopolies, and how they enable online abuse.[2] Zuboff’s concerns, however, are with a less obvious problem but one that is perhaps more insidious.
The main companies she has in mind are Google and Facebook, although the methods they have discovered are, she claims, spreading throughout the capitalist economy and giving rise to a new form of capitalism altogether, which she identifies as surveillance capitalism. This, she argues, is something so different from anything we have experienced before that we are completely unprepared to deal with it, and it has arisen so quickly and come to dominate so much about our lives that we are still like rabbits caught in the head-lights. Zuboff reminds us of a pivotal truth, easily forgotten, that despite the disingenuously user-friendly message they assiduously promote, these two companies are in essence platforms for advertising and this more than anything else determines what they do. Read more »