Freedom in the Age of surveillance capitalism: Lessons from Shoshana Zuboff

Abstract The Age of surveillance capitalism is a profound economical, sociological, political, philosophical, and ethical work by the American author, Harvard University Professor Shoshana Zuboff. In this work, she analyzes the new economic system, which she calls “surveillance capitalism.” This system revolves around the commodification of personal data, which allows human behavior to be predicted and “nudged” towards profitable ends. This system is historically unprecedented and has only become possible in the technological milieu of interconnected devices, which appeared in the 21st century. In this article, I look at the issue of freedom in Zuboff’s work. I argue that her understanding of freedom involves three ethical dimensions, namely privacy, autonomy, and authenticity. I take “surveillance capitalism” as a theoretical framework, in which I explore several ethical challenges to freedom in the digital age.