Capitalism perceived a huge opportunity in this resentment. People feel brushed aside, unimportant. Their unique individuality is not recognized in all its glory. So let’s feed this need and make it pay, right?
You know how people accept any indignity from their smartphones or gadgets in the name of “convenience”? And it’s not really all that convenient. The app model that is now everywhere is extremely inconvenient. It’s limiting, it’s deeply frustrating.
Zuboff says that the reason people accept the lack of privacy, the inconvenience and the soft totalitarianism of modern tech is that it feeds the desire to experience the unique individuality that is no longer supported by the economy and politics. The likes, the followings, the feeling that you are heard and noticed, the idea that every cup of coffee you drink is so special that it merits being photographed and posted on Instagram – this is what feeds the feeling of individual importance that people have grown addicted to.
So basically, instead of the nation or community you get Facebook.
I’m not sure I buy this argument in its entirety but I’m waiting to see how Zuboff develops it.