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Consumer Databases, Neoliberalism, And The Commercial Mediation Of Identity: A Medium Theory Analysis, Vincent Manzerolle, Sandra Smeltzer

Communication, Media & Film Publications

This paper argues that the systemic nature of contemporary consumer surveillance undermines the most fundamental principle of free market economics: consumer sovereignty. Specifically, this paper argues that the rise of an ‘information’ or ‘knowledge’ society in conjunction with neoliberal capitalism has entrenched routine forms of surveillance within commercial strategies by employing networked databases as a primary medium for the articulation of consumer sovereignty (choice/demand). The communicative relationship between consumers and producers within the market involves effectively ‘listening’ (and then responding) to consumer needs and wants in a timely manner. Surveillance is therefore not only necessary for the operation of globalized …