Last Thursday, May 22nd, we held the third session of our book club — and this time, we took on one of the most urgent and far-reaching topics of our digital age: The Age of Surveillance Capitalism by Shoshana Zuboff.
Set in the warm and familiar space of Oma Lilo, our discussion focused on the book’s central argument — that a new form of economic power has emerged, one built on the systematic extraction and monetization of personal data. Zuboff describes surveillance capitalism as a logic that treats human experience as raw material, mined for behavioral data to predict and shape our actions. It’s not just about targeted advertising; it’s about controlling the future — of markets, societies, and even individual autonomy.
Unpacking Surveillance Capitalism
Zuboff’s work is both sweeping and detailed, blending philosophy, economics, and technology criticism to explore how major tech companies — from Google to Facebook — have developed systems of surveillance that operate largely outside democratic oversight. Unlike earlier forms of capitalism, where companies competed for consumer demand, surveillance capitalism thrives on predicting and manipulating human behavior. The goal is no longer just to serve the user, but to know the user better than they know themselves — and profit from that knowledge.
The book raises unsettling questions: What happens when our private lives become data points in a vast corporate machine? Can democracy survive when so much power is concentrated in the hands of a few digital giants? Are we still free to choose, or are we being quietly nudged in directions we don’t fully understand?
Beyond the Book: Discussing Power, Privacy, and Digital Control
Our conversation was dynamic, reflective, and often deeply personal. We explored a range of topics beyond the book’s core arguments — including the real-world abuse of personal data by major tech corporations, and the way these practices can threaten not only individual privacy, but also the foundations of democratic society.
Participants raised concerns about how these systems are not only used to influence consumer habits, but also to shape political opinions and even mobilize — or demobilize — entire segments of the population. The Cambridge Analytica scandal and algorithmic echo chambers were just some of the examples that came up in the discussion.
We also talked about whether regulation is possible, and who — if anyone — is currently in a position to impose limits on these powerful actors. The European Union was highlighted as a global leader in data protection and digital rights enforcement, with laws like the GDPR offering at least a partial model for holding tech companies accountable.
The conversation was enriched by participants’ personal experiences: some shared stories about digital surveillance in their own lives, while others reflected on the small but meaningful ways they try to reclaim control — through encrypted communication, limiting social media use, or advocating for digital literacy in their communities.
