Surveillance Capitalism: Big Brother Really IS Watching You
How (and why) to protect yourself and democracy at the same time
In the first of this two-part series, we looked at how personal privacy is power and how to protect yours.
The most dangerous innovation towards taking your privacy away from you is surveillance capitalism and its reach is both massive and terrifying. Surveillance capitalism is a term coined by scholar Shoshana Zuboff, which she calls an “epistemic coup" (i.e. the coup enacted by tech corporations to claim ownership of knowledge in society).
"In an information civilization, societies are defined by questions of knowledge—how it is distributed, the authority that governs its distribution and the power that protects that authority. Who knows? Who decides who knows? Who decides who decides who knows? Surveillance capitalists now hold the answers to each question, though we never elected them to govern. This is the essence of the epistemic coup. They claim the authority to decide who knows by asserting ownership rights over our personal information and defend that authority with the power to control critical information systems and infrastructures."
What Is Surveillance Capitalism?
The term “surveillance capitalism” refers to a new economic system where companies, primarily tech giants like Google, Facebook, and others, collect and monetize personal data through surveillance. The companies track users' behaviors, interactions, and even their emotional states to build detailed profiles. These profiles are then sold or used to target advertisements, influence consumer behavior, and shape decision-making.
And make gobs of money at your expense at the same time.
This process is driven by the idea that personal data is a valuable commodity that can be exploited to predict and control actions, turning personal experiences into products.
Both democracy and authoritarianism are political products.
So is your vote. Surveillance capitalism isn’t buying it, it’s “selling” it.
How It Profits Financially from Stealing Privacy
Surveillance capitalism profits by exploiting individuals' private data. People often unknowingly trade their personal information for free services, like social media platforms or search engines. What users don't always realize is that the data generated by their clicks, searches, posts, and interactions are being harvested and used to build detailed consumer profiles. These profiles are incredibly valuable to advertisers and other businesses, who use them to target individuals with hyper-specific ads or content that nudges them toward specific choices.
While users might believe they are receiving something of value in exchange (like "free" social media), the real value is in their data. Their privacy is stripped away, and the data they produce is treated as a commodity that companies sell to the highest bidder. This process is often hidden behind terms of service that users don't fully read or understand.
REMEMBER! If something is free, you’re the product!
Key aspects of surveillance capitalism:
Data extraction: Companies gather vast amounts of personal information, including search histories, social media activity, physical locations, and even voice data from smartphones and Internet of Things devices.
Prediction products: The collected data is processed using advanced algorithms and machine learning to create "predictive products" that forecast user behavior.
Behavioral futures markets: These predictions are sold to advertisers and other companies for targeted marketing and behavior modification.
Opacity: The entire process often occurs without users' full awareness or explicit consent.
Dangers to Privacy:
Loss of autonomy: Surveillance capitalism erodes individual autonomy by allowing companies to influence and manipulate behavior through targeted content and advertising.
Power asymmetry: The vast knowledge gap between surveillance capitalists and the general population creates significant power imbalances.
Loss of control: Users have little control over their data, which is often shared with third parties without their consent.
Data exploitation: Companies use data to exploit users, creating a culture of surveillance and manipulation.
Security risks: Data breaches and hacks expose sensitive information, putting users' personal and financial security at risk.
Threat to personal security: The extensive data collection increases the risk of privacy breaches, identity theft, and even physical stalking through improperly secured smart devices.
Normalization of surveillance: As these practices become more widespread, there is a risk of society becoming desensitized to constant monitoring, further eroding privacy expectations.
Photo by Mika Baumeister on Unsplash
Dangers to Democracy:
Disinformation and manipulation: Surveillance capitalism enables the spread of disinformation and manipulation, undermining democratic processes and institutions.
Erosion of trust: The exploitation of personal data erodes trust in institutions, governments, and the media, creating a fertile ground for authoritarianism.
Influence over public opinion: Companies use data-driven manipulation to shape public opinion, influencing policy and decision-making.
Erosion of democratic processes: The ability to predict and influence behavior at scale can be used to sway public opinion and potentially manipulate democratic processes.
Exploitation of vulnerabilities: Personal data can be used to target individuals based on sensitive information, such as health status or political beliefs.
By commodifying human experiences and behaviors, surveillance capitalism poses significant challenges to individual privacy, autonomy, and the foundations of democratic society.
Addressing these issues requires a combination of legal reforms, technological safeguards, and increased public awareness of data collection practices.
Democracy, If We Can Keep It!
In September 1787, Elizabeth Willing Powel approached Benjamin Franklin after the signing of the American Constitution and asked,
“Well, Doctor, what have we got? A republic or a monarchy?” Franklin famously answered, “A republic, if you can keep it.”
Surveillance capitalism doesn't just affect individuals. It has broader societal consequences, particularly for democracy. The vast amounts of personal data collected allow companies to predict and manipulate behavior on a massive scale. This has led to "personalized" content delivery, where individuals are shown information that is designed to keep them engaged, but not necessarily informed. The algorithms that decide what users see prioritize engagement over truth, sometimes creating echo chambers where people are only exposed to information that reinforces their existing beliefs.
This manipulation can extend to influencing political decisions. For instance, targeted political ads based on the data harvested can sway elections, as seen in the cases of the 2016 U.S. Presidential Election and Brexit. When personal data is used to shape people's political views and behavior, it undermines the democratic process by distorting how individuals make decisions and interact with public affairs.
"The greatest threat to democracy is not the lack of democracy, but the failure to recognize its fragility." – Natan Sharansky (Human rights activist)
Moreover, the concentration of power in the hands of a few tech giants — who control the flow of information — can lead to monopolistic behavior. This reduces the diversity of viewpoints, consolidates economic and political power, and makes it harder for smaller voices or alternative opinions to be heard, further eroding the democratic fabric.
In short, surveillance capitalism turns personal data into a product, profiting from the invasion of privacy while simultaneously undermining democracy by distorting information and manipulating behavior for profit. It creates an environment where people’s privacy is sacrificed for corporate gain, and their autonomy is reduced to mere data points that can be influenced.
What Can I Do?
Protecting yourself from the reach of surveillance capitalism involves a combination of digital hygiene practices, tech-savvy habits, and legal or political action. While it's difficult to fully opt out of the digital ecosystem, there are several ways you can limit your exposure and regain control over your personal information.
1. Limit Data Collection
Use Privacy-Focused Search Engines: Instead of Google, try search engines like DuckDuckGo or Startpage that don’t track your searches or build user profiles.
Browser Privacy Settings: Adjust privacy settings on your browser to block tracking cookies, third-party trackers, and ad networks. Browsers like Mozilla Firefox or Brave are designed with privacy in mind.
Use Virtual Private Networks (VPNs): A VPN helps mask your IP address, making it harder for websites and services to track your online behavior.
Limit Location Tracking: Turn off location tracking on your devices unless absolutely necessary. Most smartphones and apps allow you to manage location-sharing permissions.
2. Protect Your Personal Information
Revoke Permissions: Regularly check the permissions you've granted to apps and websites, and revoke any that are unnecessary, especially ones requesting access to your contacts, microphone, camera, or location.
Use Strong, Unique Passwords: Create strong, unique passwords for each of your accounts to protect against unauthorized access. Consider using a password manager to generate and store these passwords.
Enable Two-Factor Authentication: Two-factor authentication (2FA) adds an extra layer of security to your accounts, making it harder for hackers to access them, even if they have your password.
Photo by Bermix Studio on Unsplash
3. Avoid Giving Away Too Much Information
Be Mindful of What You Share: Think twice before sharing personal details on social media or even in search queries. Even innocent-seeming information can be used to build a detailed profile of you.
Use Aliases When Possible: For non-essential activities, consider using pseudonyms or separate email addresses to reduce the amount of personal data that’s tied to your real identity.
4. Opt Out of Tracking and Ads
Disable Ad Personalization: Many services (Google, YouTube, Facebook, etc.) allow you to opt out of personalized ads. While this won't stop ads, it can prevent advertisers from targeting you based on your personal data.
Use Ad Blockers: Install ad blockers like uBlock Origin or Privacy Badger to block intrusive ads and third-party trackers. This reduces the amount of data collected by advertisers and can help speed up your browsing experience.
Reject Cookies: Most websites now ask for your consent to collect cookies. You can reject or manage cookie preferences to limit the data that’s being collected.
5. Use End-to-End Encrypted Communication
Use Encrypted Messaging Apps: Instead of using unencrypted platforms like SMS or Facebook Messenger, opt for encrypted messaging apps such as Signal or WhatsApp. These apps use end-to-end encryption, ensuring that only you and the recipient can read the messages.
Encrypt Your Emails: Use email services that offer encryption (like ProtonMail) or add end-to-end encryption tools to existing email services (like PGP or S/MIME) to protect the contents of your emails from being accessed by third parties.
6. Be Aware of Digital Surveillance
Educate Yourself on Data Harvesting: Familiarize yourself with how companies collect, use, and sell your data. The more you know about the tactics used in surveillance capitalism, the better you can defend yourself.
Know Your Rights: Depending on where you live, you may have legal rights to your data, such as the ability to request what companies know about you or demand they delete your personal information (e.g., GDPR in the EU or CCPA in California). Take advantage of these rights when applicable.
7. Use Privacy-Focused Tools
Tor Browser: For even more anonymity, use Tor, a browser that anonymizes your browsing activity by routing your connection through multiple servers.
Encrypted Cloud Storage: Services like Tresorit or Sync.com provide end-to-end encryption for your files, making it more difficult for unauthorized parties to access your data in the cloud.
8. Support Privacy Legislation
Advocate for Stronger Privacy Protections: While individual actions are important, collective efforts to advocate for stronger privacy laws are equally crucial. Support organizations and movements that push for better data protection policies, like stronger regulations on surveillance capitalism and more transparency for tech companies.
Demand Accountability from Companies: Hold tech companies accountable by pushing for more transparent practices and better data protection. Some companies, especially in Europe, are beginning to listen more closely to privacy concerns due to regulatory pressure (e.g., the GDPR. You can set your VPN to one of these nations).
9. Be Cautious with Internet of Things Devices
Limit the Use of Smart Devices: Smart devices, such as smart speakers (e.g., Amazon Alexa or Google Home) and smart TVs, can act as data-collecting hubs. Consider whether the convenience they provide is worth the potential privacy trade-off. If you use them, be sure to adjust privacy settings to minimize data collection.
Internet of things
10. Delete Unused Accounts
Reduce Your Digital Footprint: Regularly audit the accounts and services you use, and delete the ones that are no longer needed. This helps reduce the amount of personal data stored by companies.
Final Thoughts: Win/Win
You can’t fully escape the grip of surveillance capitalism, but by taking these steps, you can regain some control over your personal data and reduce how much information you’re sharing. The more people prioritize privacy, the more control you have over your data and the less incentive there is for companies to exploit it.
And you’ll be taking a significant step to protecting our democracy at the same time.