Surveillance capitalism aims to produce guaranteed outcomes rather than impose behavioral norms

Evidence

Gradually, as surveillance capitalism’s imperatives and the material infrastructures that perform extraction-and-execution operations begin to function as a coherent whole, they produce a twenty-first-century “means of behavioral modification.” The aim of this undertaking is not to impose behavioral norms, such as conformity or obedience, but rather to produce behavior that reliably, definitively, and certainly leads to desired commercial results. The research director of Gartner, the well-respected business advisory and research firm, makes the point unambiguously when he observes that mastery of the “internet of things” will serve as “a key enabler in the transformation of business models from ‘guaranteed levels of performance’ to ‘guaranteed outcomes.’” — Shoshana Zuboff, The Age of Surveillance Capitalism, 629

CHAPTER SEVEN The Reality Business … V. Certainty for Profit … VI. Executing the Uncontract … VII. Inevitabilism … VIII. Men Made It IX. — Shoshana Zuboff, The Age of Surveillance Capitalism, 1696

Categorization

• DEFINE: Defines the ‘means of behavioral modification’ as distinct from simple norm imposition — operating toward guaranteed outcomes instead.
• corroborated: 2 independent passages support this claim — Shoshana Zuboff, The Age of Surveillance Capitalism, 629; Shoshana Zuboff, The Age of Surveillance Capitalism, 1696
• XREF: connects to: Surveillance capitalism moves from predicting behavior to actively shaping it in real time — Shoshana Zuboff, The Age of Surveillance Capitalism, 481; Surveillance capitalism’s prediction imperative modifies behavior using secret means beyond awareness. — Shoshana Zuboff, The Age of Surveillance Capitalism, 612; Surveillance capitalism operates through Big Other to engineer behavior rather than souls — Shoshana Zuboff, The Age of Surveillance Capitalism, 1196 (+14 more)

Broader Connections

• Surveillance capitalism operates through Big Other to engineer behavior rather than souls #complicates (0.85) — Shoshana Zuboff, The Age of Surveillance Capitalism, 1196