The discovery of behavioral surplus and the reconstruction of digital identity in Shoshana Zuboff’s concept of surveillance capitalism

Abstract

The current stage of social transformation gives rise to numerous interpretations and controversies. Contemporary humanities perspectives attempt to conceptualize the complex picture of this “great transformation” and express many concerns about its consequences. The purpose of this study is to identify the basic elements of “surveillance capitalism” as represented by the American researcher Shoshana Zuboff. Unlike discipline as a traditional means of social control, surveillance is rapidly becoming part of an entire way of life, penetrating not only the spheres of professional activity and public space but also becoming deeply rooted in everyday practices.

The methods are based on a combination of comparative analysis of concepts of historical forms of capitalism and an explanation of the organizational significance of instrumentalism as a new form of social control. Furthermore, the study is guided by the classical criteria of scientific objectivity and systematic consideration of the data. The results of the study define basic concepts such as "behavioral surplus," "behavioral prediction," and "digital identity." The correlation between these elements enables the elucidation of the distinction between the accumulation mechanism of surveillance capitalism, not only in comparison with agrarian and industrial ones, but also in comparison with digital capitalism. In the context of the latter, the specifics of surveillance capitalism are explained. A number of strategies for evaluating the concept of surveillance capitalism are examined. From this perspective, the fundamental characteristics of the various historical manifestations of modernity are identified. The text provides a comparative analysis of totalitarianism and instrumentalism as distinct forms of power and their corresponding social subjects. It also explores divergent approaches to understanding surveillance capitalism and its potential organizational implications. The conclusions of the aforementioned study summarize the basic points of American researcher Shoshana Zuboff's concept of surveillance capitalism with a view to revealing a new mechanism for capital accumulation. A particular focus of the present study is the elucidation of the interconnections among the key elements of this mechanism, namely behavioral surplus, behavioral prediction, and digital identity.