Creating Worlds that Create Audiences

Theorising Personal Data Markets in the Age of Communicative Capitalism

Vassilis Charitsis, Detlev Zwick, Alan Bradshaw

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences.
Keywords: personal data markets
Originalspråkengelska
TidskriftTripleC - Journal for a Global Sustainable Information Society
Volym16
Utgåva2
Sidor (från-till)820-834
Antal sidor15
ISSN1726-670X
DOI
StatusPublicerad - 30 sep 2018
MoE-publikationstypA1 Tidskriftsartikel-refererad

Vetenskapsgrenar

  • 512 Företagsekonomi
  • 518 Medie- och kommunikationsvetenskap

Citera det här

@article{68c92989839e4a63ba520aeddcc06b7f,
title = "Creating Worlds that Create Audiences: Theorising Personal Data Markets in the Age of Communicative Capitalism",
abstract = "In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences.Keywords: personal data markets",
keywords = "512 Business and Management, 518 Media and communications",
author = "Vassilis Charitsis and Detlev Zwick and Alan Bradshaw",
year = "2018",
month = "9",
day = "30",
doi = "10.31269/triplec.v16i2.1041",
language = "English",
volume = "16",
pages = "820--834",
journal = "TripleC - Journal for a Global Sustainable Information Society",
issn = "1726-670X",
publisher = "Uppsala University, Department of Informatics and Media",
number = "2",

}

Creating Worlds that Create Audiences : Theorising Personal Data Markets in the Age of Communicative Capitalism. / Charitsis, Vassilis; Zwick, Detlev; Bradshaw, Alan.

I: TripleC - Journal for a Global Sustainable Information Society, Vol. 16, Nr. 2, 30.09.2018, s. 820-834.

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

TY - JOUR

T1 - Creating Worlds that Create Audiences

T2 - Theorising Personal Data Markets in the Age of Communicative Capitalism

AU - Charitsis, Vassilis

AU - Zwick, Detlev

AU - Bradshaw, Alan

PY - 2018/9/30

Y1 - 2018/9/30

N2 - In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences.Keywords: personal data markets

AB - In this article, we draw on theories of biopolitical marketing to explore claims that personal data markets are contextualised by what Shoshana Zuboff calls “surveillance capitalism” and Jodi Dean calls “communicative capitalism”. Surveillance and communicative capitalism are characterised by a logic of accumulation based on networked captures of life that enable complex and incomprehensive processes of extraction, commodification, and control. Echoing recent theorisations of data (as) derivatives, Zuboff’s key claim about surveillance capitalism is that data representations open up opportunities for the enhanced market control of life through the algorithmic monitoring, prediction and modification of human behaviour. A Marxist critique, focusing largely on the exploitative nature of corporate data capitalism, has already been articulated. In this article, we focus on the increasingly popular market-libertarian critique that proposes individual control, ownership, and ability to commodify one’s personal data as an answer to corporate data extraction, derivation and exploitation schemes. We critique the claims that personal data markets counterbalance corporate digital capitalism on two grounds. First, these markets do not work economically and therefore are unable to address the exploitative aspect of surveillance capitalism. Second, the notion of personal data markets functions ideologically because it reduces the critique of surveillance capitalism to the exploitation of consumers and conceals the real objective of data capitalists such as Google, Facebook, Amazon and Apple to not (just) exploit audiences but to create worlds that create audiences.Keywords: personal data markets

KW - 512 Business and Management

KW - 518 Media and communications

U2 - 10.31269/triplec.v16i2.1041

DO - 10.31269/triplec.v16i2.1041

M3 - Article

VL - 16

SP - 820

EP - 834

JO - TripleC - Journal for a Global Sustainable Information Society

JF - TripleC - Journal for a Global Sustainable Information Society

SN - 1726-670X

IS - 2

ER -