Tracking the peripheral actions of users (the so-called “data exhaust”) in Google’s search products enabled an entirely new species of prediction product to come into existence. For Zuboff, it is time to put up resistance. As Shoshana Zuboff writes: “Google is to surveillance capitalism what the Ford Motor Company was to mass-production.” The company’s pioneering model of spying on our every action has been so interwoven into the fabric of everyday life that the practice has become expected and invisible. There is much to take from the 700-plus pages of The Age of Surveillance Capitalism, but one of the central narratives is that this particular explosion of profit represents the dawn of a new age of “mutant capital”. The Age of Surveillance Capitalism (Profile) by Shoshana Zuboffīetween 20, Google’s reported profits leaped from $86 million to over $3.5 billion – an increase of 3590 per cent in less than four years. This article is a preview from the Winter 2019 edition of New Humanist
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