In the digital age we live in, information is no longer just a means of communication. It has become a central element of power, economy, and control. This reality has been most profoundly explained by Harvard scholar Shoshana Zuboff through her theory of ‘surveillance capitalism.’ According to her, modern technology companies collect personal data from individuals, analyse it, and use it to predict and influence future behaviour, thereby creating a new economic system. In this system, the user is no longer merely a consumer; rather, the user becomes the product, whose behaviour, preferences, and psychology are sold in the market.
Shoshana Zuboff is a prominent American sociologist, author, and former professor at Harvard Business School. She primarily researches the relationship between technology, economy, and society. Her most acclaimed work, The Age of Surveillance Capitalism (2019), offers a deep critical analysis of the modern digital economy. In this book, she demonstrates how major technology companies like Google and Facebook collect users’ personal data and turn it into what she calls ‘behavioural surplus.’ This data is not just used to improve user experience but to predict future behaviour, which is then sold to advertisers and other entities. Zuboff identifies this process as a new economic model where human experience itself becomes the raw material for profit.
The central argument of the book is that modern tech companies collect people’s personal experiences and behaviours as free ‘raw materials’ and build a new commercial system, which she terms ‘surveillance capitalism.’ Everything we do online – Google searches, scrolling on Facebook, watching YouTube videos – is collected as data. Furthermore, Zuboff argues that this system is not merely about economic exploitation; it establishes a new form of power structure capable of influencing and controlling human behaviour. She describes this as ‘instrumentarian power,’ where technology subtly shapes human decision-making processes. As a result, personal privacy, freedom, and democratic values are increasingly under threat. Thus, the book is not only about technology but also raises broader questions about power, ethics, and human rights in contemporary society. The global expansion of surveillance technology has made this theory even more tangible. Today, smartphones, CCTV cameras, facial recognition systems, and even smart home devices all function as data collection tools. Both state and corporate actors use these technologies extensively. As a result, citizens’ personal privacy is gradually shrinking. We are increasingly trapped in an invisible web of surveillance, where every click and every movement is monitored.
In this context, China provides a particularly significant example. The Chinese state has elevated surveillance technology to an unprecedented level. The widespread use of facial recognition systems, biometric data collection, and the ‘social credit system’ evaluates citizens’ behaviour. Where people go, what they say, what they buy – everything falls under surveillance. Through this system, the state is not only maintaining security but also guiding citizens’ behaviour in desired directions. This represents a state-driven version of Zuboff’s theory, where power is more centralised and control more explicit. Their model is not confined within its borders; it is expanding its technological influence globally. Surveillance technologies, including CCTV networks and data monitoring systems, are being exported to various developing countries. This trend is concerning because it promotes a form of ‘digital authoritarianism,’ where technology becomes a tool of control rather than democracy. This raises an important question: is technology enhancing human freedom, or is it restricting it?
Social media lies at the heart of surveillance capitalism. Platforms like Facebook, YouTube, and TikTok determine what we see through algorithms. These algorithms prioritise content that attracts more attention – often sensational, divisive, or misleading information. As a result, social media plays a significant role in increasing political polarisation. The Cambridge Analytica scandal demonstrated how user data can be used to influence elections.
In the context of Bangladesh, these issues are becoming increasingly relevant. Internet usage is rapidly growing, and Facebook has become a primary source of information. However, alongside this growth, misinformation, rumours, and online hate speech are also increasing. In many cases, algorithms promote content that fuels social division, leading even to real-world violence. This shows that the impact of digital platforms is not limited to the virtual world. Additionally, the use of surveillance technologies is increasing in both public and private sectors in Bangladesh. The installation of CCTV cameras in cities, digital identification systems, and mobile tracking are important for security, but they also carry risks of misuse. Without proper regulation and accountability, these technologies can threaten civil liberties. Therefore, it is essential to maintain a balance between technological use and personal privacy.
Zuboff warns that surveillance capitalism is not just an economic issue, it is a democratic crisis. When human behaviour is influenced by algorithms, free will and independent decision-making become questionable. And when these technologies merge with state power, the risks become even greater Therefore, the greatest challenge we face is how to align technology with human and democratic values. This requires strong data protection laws, transparency, and accountability from technology companies. At the same time, citizens must become more aware of how their data is used and how they can protect themselves.
In the digital age, the struggle for freedom is no longer only political – it is also technological. In the reality of surveillance capitalism, we must decide: will we become citizens controlled by technology, or conscious and free users who defend our rights? Zuboff warns that this process not only erodes personal privacy but also subtly controls our decisions and free will, posing a serious threat to democracy.
The writer is an Associate Professor, Communication and Journalism, University of Chittagong. Email: [email protected]
