To earn money, she became an organisational change consultant, working in offices that were “computerising” for the first time. She was a postgraduate at Harvard, writing a doctorate on the Industrial Revolution. Her work on the themes of The Age of Surveillance Capitalism began as far back as the late 1970s.
She is brilliantly erudite and outlines her argument in trenchant, honed phrases, as if reading aloud. She has dark eyes behind horn-rimmed glasses abundant black curls a low, resonant voice. Later, in an unglamorous spot by some parked vans, Zuboff explains why she wrote her book. This is the “surveillance capitalism” of the title, which Zuboff defines as a “new economic order” and “an expropriation of critical human rights that is best understood as a coup from above”. It describes how global tech companies such as Google and Facebook persuaded us to give up our privacy for the sake of convenience how personal information (“data”) gathered by these companies has been used by others not only to predict our behaviour but also to influence and modify it and how this has had disastrous consequences for democracy and freedom.
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