The Customer Commodity: An Analysis of Power Relations Between Companies and Consumers

Abstract

“The Customer Commodity” is the culmination of a semester’s study of commercial surveillance methods. After being given the broader topic of surveillance to research, I looked for a more specific theme that was applicable to my own life. What I found was that surveillance has a very relevant role as a tool of businesses worldwide. It is used to learn about consumers in order to target them more accurately and gain greater profit. This observation and analysis of our purchasing habits affects us as consumers every day, whether we realize it or not. Consequently, I felt the topic was useful not only in defining what surveillance is but in showing that it is germane to anyone who takes part in modern society. After describing and categorizing the surveillance methods of businesses, “The Customer Commodity” looks at the importance of being aware of your data footprint and how it is used