Private and Public in Surveillance Capitalism Protective and Active Approach

• Published in: Acta economica et turistica Vol. 8; no. 1; pp. 93 - 117
• Main Author: Peša, Anita
• Format: Journal Article
• Language: English
• Published: Libertas međunarodno sveučilište 06.07.2022
• Subjects: behavioural surplus; dark nudge; nudge; surveillance; surveillance capitalism
• ISSN: 1849-921X; 1849-8469; 1849-921X
• DOI: 10.46672/aet.8.1.5

The paper deals with the protection of the private and public spheres in surveillance capitalism. Predictions on consumer behaviour or the so-called behavioural surpluses are extracted from the set of collected (big) data of users/consumers from the so-called digital footprints, which become intelligence data, commodities on the data market. In addition to predicting user behaviour, various behavioural techniques push, or nudge users in a particular desired consumer or political direction or action, or dark nudge techniques when it comes to unauthorized data collection on users in the digital sphere. Surveiling and nudging users is done in the range from caring for their health, well-being and benefits, as well as general and public well-being, to encouraging expenditure, desired behaviour or voting in the desired direction of subjects who create such incentives (corporations, political parties, governments, etc.). The subject of the paper is based on behavioural economics which has introduced behavioural techniques in the field of public policy. The author proposes conceptual model of protective and active approach in the era of surveillance capitalism in the private and public spheres. An overview of the current digital regulation in the EU is given, and the need for further development of the legislative framework that will regulate the issues of supervision and protection of privacy and user data is pointed out. Rad se bavi zaštitom privatne i javne sfere u nadzirućem kapitalizmu. Iz skupa prikupljenih (big data) podataka korisnika/potrošača iz tzv. digitalnih otisaka ekstrahiraju se predviđanja o ponašanju korisnika ili tzv. bihevioralni višak koja postaju izvjesnice (intelligence podaci), roba na tržištu podataka. Osim predviđanja ponašanja korisnika, različitim se bihevioralnim tehnikama korisnike “gura” ili “potiče” (nudge) u određenom željenom potrošačkom ili političkom smjeru ili djelovanju, a kada je riječ o neovlaštenom prikupljanju podataka o korisnicima u digitalnoj sferi, radi se o dark nudge tehnikama. Nadzor i poticanje korisnika obavlja se u rasponu od brige za zdravlje, dobrobit, korist korisnika i za opće ili javno dobro do poticaja na potrošnju, željeno ponašanje ili glasovanje u ciljanom smjeru onih subjekata koji kreiraju takve poticaje (korporacije, stranke, vlade i dr.). Predmet rada temelji se na bihevioralnoj ekonomiji, koja je uvela bihevioralne tehnike u područje javnih politika. Autor u radu predlaže konceptualni model zaštitnog i aktivnog pristupa u doba nadzirućeg kapitalizma u privatnoj i javnoj sferi. Daje se pregled aktualne digitalne regulacije u EU te se upozorava na potrebu daljnjeg razvoja zakonodavnog okvira koji će regulirati pitanja nadzora i zaštite privatnosti i podataka korisnika.