Panopticism is Michel Foucault’s term for the internalisation of surveillance and cultural control that is closely linked to the panopticon or surveillance architecture (associated with prisons) of Jeremy Bentham during the 18th and 19th centuries. The purpose of this article is to argue that Adam Smith’s concept of the impartial spectator provides an alternative perspective of internal surveillance that may enhance moral development and resistance to oppressive forms of control. For Smith, this is established through analogical imagination that is used (...) for self-observation to enhance prudent behaviour. The impartial spectator and its resistance to totalitarian behaviour is specifically relevant in contemporary society because of the dominant role of digital technology and scandals that have exposed digital media as participating in digital forms of surveillance, digital personae, artificial intelligence and control. It will also be highlighted that digital surveillance is closely connected to the capitalism that has infiltrated all domains of society, from socio-personal relationships to the workplace. (shrink)