With "Platform" Capitalism - Value Creation Depends on Privacy Invasion

opendemocracy |  The current social mobilization against Facebook resembles the actions of activists who, in opposition to neoliberal globalization, smash a McDonald’s window during a demonstration. 

On March 17, The Observer of London and The New York Times announced that Cambridge Analytica, the London-based political and corporate consulting group, had harvested private data from the Facebook profiles of more than 50 million users without their consent. The data was collected through a Facebook-based quiz app called thisisyourdigitallife, created by Aleksandr Kogan, a University of Cambridge psychologist who had requested and gained access to information from 270,000 Facebook members after they had agreed to use the app to undergo a personality test, for which they were paid through Kogan’s company, Global Science Research.

But as Christopher Wylie, a twenty-eight-year-old Canadian coder and data scientist and a former employee of Cambridge Analytica, stated in a video interview, the app could also collect all kinds of personal data from users, such as the content that they consulted, the information that they liked, and even the messages that they posted.

In addition, the app provided access to information on the profiles of the friends of each of those users who agreed to take the test, which enabled the collection of data from more than 50 million.

All this data was then shared by Kogan with Cambridge Analytica, which was working with Donald Trump’s election team and which allegedly used this data to target US voters with personalised political messages during the presidential campaign. As Wylie, told The Observer, “we built models to exploit what we knew about them and target their inner demons.”

These platforms differ significantly in terms of the services that they offer: some, like eBay or Taobao simply allow exchange of products between buyers and sellers; others, like Uber or TaskRabbit, allow independent service providers to find customers; yet others, like Apple or Google allow developers to create and market apps.

However, what is common to all these platforms is the central role played by data, and not just continuous data collection, but its ever more refined analysis in order to create detailed user profiles and rankings in order to better match customers and suppliers or increase efficiency.

All this is done in order to use data to create value in some way another (to monetize it by selling to advertisers or other firms, to increase sales, or to increase productivity). Data has become ‘the new oil’ of global economy, a new commodity to be bought and sold at a massive scale, and with this development, as a former Harvard Business School professor Shoshana Zuboff has argued, global capitalism has become ‘surveillance capitalism’.

What this means is that platform economy is a model of value creation which is completely dependant on continuous privacy invasions and, what is alarming is that we are gradually becoming used to this.