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ACM Opinion

Shoshana Zuboff: Why You Should Care About Privacy

Shoshana Zuboff

"I dont think we should ever expect a corporation to do anything that is not self-serving. Corporations are, by definition, self-serving."

Shoshana Zuboff is the Charles Edward Wilson Professor Emerita at Harvard Business School and a former Faculty Associate at the Berkman Klein Center for Internet and Society at Harvard Law School.

In an interview, author Shoshana Zuboff contends that as companies continue to amass a huge scale of human-generated data, the nature of society changes.

"[Companies] know so much about us that they can fashion targeting mechanisms," she says. "We're not just talking about targeted ads. We're talking about subliminal cues, psychological microtargeting, real-time rewards and punishments, algorithmic recommendation tools, and engineered social comparison dynamics.

"Instead of this being a golden age of the democratization of knowledge, it's turned into something very different. The last 20 years have seen, especially the last decade, the wholesale destruction of privacy."

From The New York Times
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