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The Age of Surveillance Capitalism

Zuboff, Shoshana·2023·Social Theory Re-Wired

DOI 10.4324/9781003320609-27

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Abstract

Behavioral surplus defines Google’s earnings success. In 2016, 89 percent of the revenues of its parent company, Alphabet, derived from Google’s targeted advertising programs. The scale of raw-material flows is reflected in Google’s domination of the internet, processing over 40,000 search queries every second on average: more than 3.5 billion searches per day and 1.2 trillion searches per year worldwide in 2017. Instrumentarian power cultivates an unusual “way of knowing” that combines the “formal indifference” of the neoliberal worldview with the observational perspective of radical behaviorism. Instrumentarianism and Big Other signal the transformation of the market into a project of total certainty, an undertaking that is unimaginable outside the digital milieu, but also unimaginable outside the logic of accumulation that is surveillance capitalism. In the US, local law enforcement has joined the queue of institutions seeking access to instrumentarian power.

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Authors: Zuboff, S.
Corresponding author: Zuboff, Shoshana
Venue: Social Theory Re-Wired
Publisher: Routledge
Published: 2023-04-28
Pages: 203-213
DOI: 10.4324/9781003320609-27
OpenAlex: W3143251375
Cited by: 764
References: 0
Citations by year: 2026: 201 · 2025: 151 · 2024: 111 · 2023: 31
FWCI: 717.74
Type: book chapter
Language: en
Open access: closed
Locations: Routledge eBooks (publishedVersion)
Topics: Social Sciences › Communication › Cultural Studies and Postmodernism
Physical Sciences › Computer Science › Artificial Intelligence › Ethics and Social Impacts of AI
Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
Keywords: surveillance capitalism, targeted advertising, Google, alphabet, radical behaviorism, neoliberalism, Big Other, search engines, law enforcement access to data, digital capitalism

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The Age of Surveillance Capitalism

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