The Age of Surveillance Capitalism

by Shoshana Zuboff

These capabilities were and remain inscrutable to all but an exclusive data priesthood among whom Google is the übermensch. They operate in obscurity, indifferent to social norms or individual claims to self-determining decision rights. These moves established the foundational mechanisms of surveillance capitalism. The state of exception declared by Google’s founders transformed the youthful Dr. Jekyll into a ruthless, muscular Mr. Hyde determined to hunt his prey anywhere, anytime, irrespective of others’ self-determining aims. The new Google ignored claims to self-determination and acknowledged no a priori limits on what it could find and take. It dismissed the moral and legal content of individual decision rights and recast the situation as one of technological opportunism and unilateral power. This new Google assures its actual customers that it will do whatever it takes to transform the natural obscurity of human desire into scientific fact. This Google is the superpower that establishes its own values and pursues its own purposes above and beyond the social contracts to which others are bound.