Surveillance Capitalism
                     SURVEILLANCE CAPITALISM
WHAT IS SURVEILLANCE 
CAPITALISM?
Surveillance capitalism is the 
monetization of data captured 
through monitoring people's 
movements and behaviors online and 
in the physical world. Consumer 
surveillance is most commonly used 
for targeted marketing and 
advertising.
Source: www.techtarget.com
DATA COLLECTION
They collect surplus data obtained 
from an individual's interactions with 
digital devices, websites and 
applications. This is data that doesn't 
have a direct relevance to an 
individual's use of a digital device or 
service but is a byproduct of that 
use.
Source: www.techtarget.com
PREDICTION PRODUCTS
The data is fed into advanced 
machine intelligence manufacturing 
processes that use artificial 
intelligence technologies to fabricate 
prediction products that are able to 
anticipate what a person will do now, 
soon and later.
Source: www.techtarget.com
BEHAVIORAL MARKETS
 Companies sell these products in a 
new kind of marketplace for 
behavioral predictions that Zuboff 
referred to as "behavioral futures 
markets." Businesses in these 
markets include insurance, retail, 
finance and an expanding economic 
sector of e-businesses.
Source: www.techtarget.com
THE BIG DATA ECONOMY
The late 20th century has seen our 
economy move away from mass 
production lines in factories to 
become progressively more reliant 
on knowledge.
Source: www.theconversation.com
THE BIG DATA ECONOMY 
CONT.
Surveillance capitalism, on the other 
hand, uses a business model based 
on the digital world, and is reliant on 
“big data” to make money.
Source: www.theconversation.com
DATA COLLECTION
The data used in this process is often 
collected from the same groups of 
people who will ultimately be its 
targets. 
Source: www.theconversation.com
DATA BROKERS
Third-party data brokers, as opposed 
to companies that hold the data like 
Google or Facebook, are also on-
selling our data. These companies 
buy data from a variety of sources, 
collate information about individuals 
or groups of individuals, then sell it.
Source: www.theconversation.com
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