Surveillance capitalism: the power to control personal data

(Source – The Hindu, International Edition – Page No. – 11)

Topic: GS2 – Governance

Context

The rise of digital platforms has led to surveillance capitalism, where personal data is extracted and monetized. This raises concerns over privacy, autonomy, and corporate control.

Understanding Surveillance Capitalism

• Surveillance capitalism is an economic system where companies collect, analyze, and sell personal data to predict and influence human behavior.

• Social media platforms and tech companies track online activities and use the data for targeted advertisements and content recommendations.

• This system has reshaped capitalism by making human experience a source of profit.

How It Works

• Unlike traditional capitalism, which focuses on goods and services, surveillance capitalism extracts behavioral data to drive profit.

• Companies use this data to create detailed user profiles and sell them to advertisers, political campaigns, and businesses.

• Search engines, social media, and e-commerce platforms track every click, purchase, and even offline movements to refine predictive models.

Instrumentarian Power and Behavior Control

• Surveillance capitalism does not rely on force but uses predictive analytics and recommendation algorithms to influence behavior.

• Personalized advertisements, news feeds, and video suggestions guide users toward certain actions, often without them realizing it.

• This level of control makes people more predictable economic actors, benefiting corporations at the cost of individual autonomy.

Comparison with Industrial Capitalism

• Industrial capitalism focused on material goods and labor, while surveillance capitalism profits from human experience and online activity.

• In industrial capitalism, efficiency and productivity were key, but surveillance capitalism aims to control user engagement for maximum profit.

• Algorithms are designed to keep users online longer, increasing data collection and advertising revenue.

Involvement of Governments

• Governments collaborate with tech companies to access personal data for security and intelligence purposes.

• Instead of creating independent surveillance networks, authorities obtain data from private companies through legal and extra-legal means.

• This partnership raises concerns about privacy, as corporate and state interests align, reducing public accountability.

Threats to Personal Freedom

• Surveillance capitalism weakens personal autonomy by conditioning people’s preferences and choices through algorithmic manipulation.

• Constant monitoring and data collection influence decision-making in subtle ways, often prioritizing corporate interests over individual freedom.

• The 2014 misuse of social media data for political advertising revealed how personal data can be exploited to shape democratic outcomes.

Regulatory Challenges

• Laws like the EU’s General Data Protection Regulation (GDPR) and India’s Digital Personal Data Protection Act (DPDPA) aim to enhance data privacy.

• However, these regulations do not stop the core practice of turning personal information into a commodity.

• Tech companies and political leaders often resist stronger regulations, as surveillance capitalism benefits them financially and politically.

Need for Awareness and Policy Changes

• As technology becomes more integrated into daily life, the risks of surveillance capitalism must be addressed.

• Stronger laws and better oversight are needed to protect privacy and prevent excessive corporate control.

Practice Question: Discuss the concept of surveillance capitalism and its implications for privacy, democracy, and individual autonomy. Suggest measures to regulate this evolving economic model. (250 Words /15 marks)