From Kerwin:
ShareAs I discussed in this post from a couple weeks ago, computer devices (including cell phones) are paradoxical insofar as they’re both maximally private yet maximally public simultaneously. You have an audience of potentially anyone, yet you’re thinking thoughts that could only occur to someone who feels alone, sitting there in solitude, unburdened by the need to behave respectably as when surrounded by people in a shared three-dimensional space. Essentially, when you’re submitting a video of yourself behaving like a spaz, you’re looking for an audience of people who feel exactly the same way you do in this intensely emotional private moment, and people do in fact sometimes resonate with your exhibitionistic display, themselves off in their own isolated headspaces. Just don’t expect all these people to get along with you if you were to invite them to a big party.
But all the same, in the back of people’s minds, they do know that they are Being Watched in a much deeper sense, a sense that extends beyond whatever they choose to submit to their faceless audience of wayward onlookers. People know that everything they do is being monitored by higher forces in both the public and private sector. This deeper sense of knowledge isn’t intrusive, either; in fact, advertisers and the government go out of their way not to remind people of it.
An ad company can easily determine if a woman is pregnant based solely on her engagement with social media and search engines, but the same company won’t deliberately bombard her with ads specifically about pregnancy. Instead, it will prepare an array of ads with maybe one about diapers here, another one about baby toys there, and they’ll be placed strategically so as to be visible without feeling invasive. Yet invasive they are, and people know it. If you were to ask the pregnant woman being targeted, “You know that companies are recording everything you do online, right?” she’d answer in the affirmative and probably even be aware that this is why she’s getting baby-related ads. We don’t mind being recorded, just as long as we don’t have to be reminded about it and forced to endure the shame that must accompany any serious reflection on this state of affairs. That’s why software companies that emphasize privacy, like Signal or Tor, tend not to be especially popular. Even being reminded that privacy is a good idea in the first place is unpopular, since it forces us to think of why we might need it. Essentially, we haven’t been coerced into accepting the reality of 24/7 surveillance and data mining, but we have been massaged into it. (Read more.)
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