How do we regain control of our data? What is surveillance capitalism?
In this documentary, Zuboff takes the lid off Google and Facebook and reveals a merciless form of capitalism in which no natural resources, but the citizen itself, serves as a raw material. How can citizens regain control of their data?
It is 2000, and the dot.com crisis has caused deep wounds. How will startup Google survive the bursting of the internet bubble? Founders Larry Page and Sergey Brin don't know anymore how to turn the tide. By chance, Google discovers that the "residual data" that people leave behind in their searches on the internet is very precious and tradable.
This residual data can be used to predict the behavior of the internet user. Internet advertisements can, therefore, be used in a very targeted and effective way. A completely new business model is born: "surveillance capitalism."