The surveillant consumer

Abstract

We argue that modern technical and social infrastructures of surveillance have brought a novel subject position to prominence: the surveillant consumer. Surveillance has become a normalized mode of interpersonal relation that urges the person as consumer to manage others around her using surveillant products and services. We explore two configurations of this model: the consumer as observer, effectuated through products for use in the supervision of intimate relations as a component of a normalized duty of care; and the consumer as manager, effectuated through capacities for the customer to manage the labor of workers providing services to her. These models frequently intersect and hybridize as market logics overlap with intimate spheres: the surveillant consumer thus acts as an emotional manager of the experience of everyday surveillance. In turn, this managerial role reifies the equation of financial wealth with moral weight in a hierarchy of oversight, giving the wealthiest the most control and least accountability.