Tag Archives: Shoshana Zuboff

The secret theft of private experience

All these images are illusions of progress or spaces where progress can be hosted. Just as suburbs were sold to postwar America as an idea of living, the smart city is a vehicle to sell a focus-grouped future. But these marketing images aren’t selling smart cities to you and me—they’re made to demonstrate that the city is a place where profits stand to be made. The smart city isn’t a technological utopia, or an environmental lifeboat. It’s a few PowerPoint slides in a conference room demonstrating that there’s money to be made. And it’s coming to you soon.

Kevin Rogan at CityLab

Markets in human futures compete on the quality of predictions. This competition to sell certainty produces the economic imperatives that drive business practices. Ultimately, it has become clear that the most predictive data comes from intervening in our lives to tune and herd our behaviour towards the most profitable outcomes. Data scientists describe this as a shift from monitoring to actuation. The idea is not only to know our behaviour but also to shape it in ways that can turn predictions into guarantees. It is no longer enough to automate information flows about us; the goal now is to automate us. As one data scientist explained to me: “We can engineer the context around a particular behaviour and force change that way … We are learning how to write the music, and then we let the music make them dance.”

Shoshana Zuboff at Teh Graun

I’m not sure what there is left to say about “smart cities” and predictive algos that hasn’t been said a few thousand times already by people both wiser and better placed to say them than myself. But nonetheless: the “smart city” is a zombie paleofuture, the pinnacle of the Californian Ideology, a sterile dream of an impossible tomorrow that amplifies an already untenable present. By this point, the mere sight of the moniker causes in me the same dull rage engendered by the sight of Jehova’s Witnesses stood chatting piously by their rain-jacketed booklet stands, peddling their thrice-failed but durable eschatology.

The comparative mainstreaming of these critiques is some cause for hope, however, as is the high-profile resistance to the Toronto Sidewalk project. The “smart city” has always been a metonym for the very worst aspects of solutionism and computational thinking (see Bridle’s New Dark Age). That it is increasingly understood as such is encouraging, though the gravy train of funding attached to the term is sustaining the religion in consultancy and certain sections of the academia-policy interface — the same spaces in which the “driverless car” still commands a reverent and unquestioning obeisance, funnily enough (though there are signs to suggest that particular fetish is failing to deliver on its own hype to investors).

As for panopticon urbanism, if there’s any upside to the ugly and opportunistic (re)positioning of China as the West’s Big Other de siècle, that regime’s enthusiastic embrace of the “smart city” as a buildable project will likely provide some illustrative examples of the perils of authoritarian-solutionist governance… heck, if you’re paying attention (and haven’t already succumbed to the totalising dehumanisation-of-Muslims narrative), they already are.

Like asking a giraffe to shorten its neck

Shoshana Zuboff’s back in town, and not a moment too soon:

By now [surveillance capitalism] no longer restricted to individual companies or even to the internet sector. It has spread across a wide range of products, services, and economic sectors, including insurance, retail, healthcare, finance, entertainment, education, transportation, and more, birthing whole new ecosystems of suppliers, producers, customers, market-makers, and market players. Nearly every product or service that begins with the word “smart” or “personalised”, every internet-enabled device, every “digital assistant”, is simply a supply-chain interface for the unobstructed flow of behavioural data on its way to predicting our futures in a surveillance economy…

“But does it scale?” Of course — indeed, scaling is all it does. “Smart Cities”, anyone?

Surveillance capitalism moves from a focus on individual users to a focus on populations, like cities, and eventually on society as a whole. Think of the capital that can be attracted to futures markets in which population predictions evolve to approximate certainty.

This has been a learning curve for surveillance capitalists, driven by competition over prediction products. First they learned that the more surplus the better the prediction, which led to economies of scale in supply efforts. Then they learned that the more varied the surplus the higher its predictive value. This new drive toward economies of scope sent them from the desktop to mobile, out into the world: your drive, run, shopping, search for a parking space, your blood and face, and always… location, location, location.

The evolution did not stop there. Ultimately they understood that the most predictive behavioural data comes from what I call “economies of action”, as systems are designed to intervene in the state of play and actually modify behaviour, shaping it toward desired commercial outcomes.