The speed of development in Big Data and associated phenomena, such as social media, has surpassed the capacity of the average consumer to understand his or her actions and their knock-on effects. We are moving towards changes in how ethics has to be perceived: away from individual decisions with specific and knowable outcomes, towards actions by many unaware that they may have taken actions with unintended consequences for anyone. Responses will require a rethinking of ethical choices, the lack thereof and (...) how this will guide scientists, governments, and corporate agencies in handling Big Data. This essay elaborates on the ways Big Data impacts on ethical conceptions. (shrink)

In information societies, operations, decisions and choices previously left to humans are increasingly delegated to algorithms, which may advise, if not decide, about how data should be interpreted and what actions should be taken as a result. More and more often, algorithms mediate social processes, business transactions, governmental decisions, and how we perceive, understand, and interact among ourselves and with the environment. Gaps between the design and operation of algorithms and our understanding of their ethical implications can have severe consequences (...) affecting individuals as well as groups and whole societies. This paper makes three contributions to clarify the ethical importance of algorithmic mediation. It provides a prescriptive map to organise the debate. It reviews the current discussion of ethical aspects of algorithms. And it assesses the available literature in order to identify areas requiring further work to develop the ethics of algorithms. (shrink)

An analysis of how capitalism today produces subjectivity like any other “good,” and what would allow us to escape its hold. “Capital is a semiotic operator”: this assertion by Félix Guattari is at the heart of Maurizio Lazzarato's Signs and Machines, which asks us to leave behind the logocentrism that still informs so many critical theories. Lazzarato calls instead for a new theory capable of explaining how signs function in the economy, in power apparatuses, and in the production of subjectivity. (...) Moving beyond the dualism of signifier and signified, Signs and Machines shows how signs act as “sign-operators” that enter directly into material flows and into the functioning of machines. Money, the stock market, price differentials, algorithms, and scientific equations and formulas constitute semiotic “motors” that make capitalism's social and technical machines run, bypassing representation and consciousness to produce social subjections and semiotic enslavements. Lazzarato contrasts Deleuze and Guattari's complex semiotics with the political theories of Jacques Rancière, Antonio Negri and Michael Hardt, Paolo Virno, and Judith Butler, for whom language and the public space it opens still play a fundamental role. Lazzarato asks: What are the conditions necessary for political and existential rupture at a time when the production of subjectivity represents the primary and perhaps most important work of capitalism? What are the specific tools required to undo the industrial mass production of subjectivity undertaken by business and the state? What types of organization must we construct for a process of subjectivation that would allow us to escape the hold of social subjection and machinic enslavement? In addressing these questions, Signs and Machines takes on a task that is today more urgent than ever. (shrink)

In this article I argue that contemporary counterinsurgency functions as a type of violent environmentality that aims to pre-empt or prevent the formation of insurgencies. Counterinsurgency becomes anticipatory as the ‘War on Terror’ morphs into a global counterinsurgency campaign oriented to the threat of insurgency and insurgents. The insurgent is faced as a spectral network that appears and disappears as distinctions between states of war and peace collapse and war is fought ‘amongst the people’. In this context, the population is (...) targeted as an unstable collective of future friends and future enemies that contains an ever present potential to become (counter)insurgent. Through examples of PSYOPS and the dropping of leaflets from above, I describe how preventing or pre-empting the formation of insurgents becomes a question of controlling the environment through the creation of biopolitical ‘effects’. (shrink)

This article offers an analysis of marketing as an ideological set of practices that makes cultural interventions designed to infuse social relations with biopolitical injunctions. We examine a contemporary site of heightened attention within marketing: the rise of online communities and the attendant profession of social media marketing managers. We argue that social media marketers disavow a core problem; namely, that the object at stake, the customer community, barely exists. The community therefore functions ideologically. We describe the ideological gymnastics necessary (...) for maintaining momentum behind a practice that barely exists and we ponder why such ideologies are necessary, and what they allow the marketer to do. Working with such concepts as ‘the wild’, ‘communicative capitalism’, and ‘biopolitical marketing’, we explore a genre of popular business literature that proselytizes for online customer communities and we reflect on the broader implications. (shrink)

The archive is the place for the storage of documents and records. With the emergence of the modern state, it became the storehouse for the material from which national memories were constructed. Archives also housed the proliferation of files and case histories as populations were subjected to disciplinary power and surveillance. Behind all scholarly research stands the archive. The ultimate plausibility of a piece of research depends on the grounds, the sources, from which the account is extracted and compiled. An (...) expanding and unstable globalizing archive presents particular problems for classifying and legitimating knowledge. Increasingly the boundaries between the archive and everyday life become blurred through digital recording and storage technologies. Not only does the volume of recordable archive material increase dramatically (e.g. the Internet), but the volume of material seen worthy of archiving increases too, as the criteria of what can, or should be, archived expands. Life increasingly becomes lived in the shadow of the archive. (shrink)

The article brings to light the use of recommender systems as technologies of the self, complementing the observations in current literature regarding their employment as technologies of ‘soft’ power. User practices on the music recommendation website last.fm reveal that many users do not only utilize the website to receive guidance about music products but also to examine and transform an aspect of their self, i.e. their ‘music taste’. The capacity of assisting users in self-cultivation practices, however, is not unique to (...) last.fm but stem from certain properties shared by all recommendation systems. Furthermore, unlike other oft-studied digital/web technologies of the self which facilitate ‘self-publishing’ vis-à-vis virtual companions in social media, recommender algorithms themselves can act as ‘intimate experts’, accompanying users in their self-care practices. Thus, recommendation systems can facilitate both algorithmic control and creative self-transformation, which calls for a theorization of this new cultural medium as a space of tension. (shrink)

Recognizing that many of the modern categories with which we think about people and their activities were put in place through the use of numbers, we ask how numbering practices compose contemporary sociality. Focusing on particular forms of algorithmic personalization, we describe a pathway of a-typical individuation in which repeated and recursive tracking is used to create partial orders in which individuals are always more and less than one. Algorithmic personalization describes a mode of numbering that involves forms of de- (...) and re- aggregating, in which a variety of contexts are continually included and excluded. This pathway of a-typical individuation is important, we suggest, to a variety of domains and, more broadly, to an understanding of contemporary economies of sharing where the politics of collectivities, ownership and use are being reconfigured as a default social. (shrink)

Digital data inundation has far-reaching implications for: disciplinary jurisdiction; the relationship between the academy, commerce and the state; and the very nature of the sociological imagination. Hitherto much of the discussion about these matters has tended to focus on ‘transactional’ data held within large and complex commercial and government databases. This emphasis has been quite understandable – such transactional data does indeed form a crucial part of the informational infrastructures that are now emerging. However, in recent years new sources of (...) data have become available that possess a rather different character. This is data generated in the cultural sphere, not only as a result of routine transactions with various digital media but also as a result of what some would want to view as a shift towards popular cultural forms dominated by processes of what has been termed prosumption. Our analytic focus here is on contemporary prosumption practices, digital technologies, the public life of data and the playful vitality of many of the ‘glossy topics’ that constitute contemporary popular culture. (shrink)

This article analyses a specific piece of computer code, the Linux operating system kernel, as an example of how technical operationality figures in contemporary culture. The analysis works at two levels. First of all, it attempts to account for the increasing visibility and significance of code or software-related events. Second, it seeks to extend familiar concepts of performativity to include cultural processes in which the creation of meaning is not central, and in which processes of circulation play a primary role. (...) The analysis concentrates on the practices and patterns of circulation of Linux through versions, distributions, clones and reconfigurations. It argues that technical ‘culture-objects’ such as Linux take on a social existence within contemporary technological cultures because of the authorizing contexts in which the reading, writing and execution of code occur. The ‘force’ or performance of certain technical objects, their operationality, can be understood more as the stabilized nexus of diverse social practices, rules and personae than as a formal property of the objects themselves. (shrink)

The paper examines some of the processes of the closely knit relationship between Google’s ideologies of neutrality and objectivity and global market dominance. Neutrality construction comprises an important element sustaining the company’s economic position and is reflected in constant updates, estimates and changes to utility and relevance of search results. Providing a purely technical solution to these issues proves to be increasingly difficult without a human hand in steering algorithmic solutions. Search relevance fluctuates and shifts through continuous tinkering and tweaking (...) of the search algorithm. The company also uses third parties to hire human raters for performing quality assessments of algorithmic updates and adaptations in linguistically and culturally diverse global markets. The adaptation process contradicts the technical foundations of the company and calculations based on the initial Page Rank algorithm. Annual market reports, Google’s Search Quality Rating Guidelines, and reports from media specialising in search engine optimisation business are analysed. The Search Quality Rating Guidelines document provides a rare glimpse into the internal architecture of search algorithms and the notions of utility and relevance which are presented and structured as neutral and objective. Intertwined layers of ideology, hidden labour of human raters, advertising revenues, market dominance and control are discussed throughout the paper. (shrink)

In business and government, databases contain large quantities of digital transactional data (purchases made, services used, finances transferred, benefits received, licences acquired, borders crossed, tickets purchased). The data can be understood as ongoing and dynamic measurements of the activities and doings of people. In government, numerous database devices have been developed to connect such data across services to discover patterns and identify and evaluate the performance of individuals and populations. Under the UK’s New Labour government, the development of such devices (...) was part of a broader policy known as ‘joined-up thinking and government’. Analyses of this policy have typically understood joining up as an operation of adding together distributed data about subjects, which can then be used in the service of government surveillance, the database state or informational capitalism. But rather than such technical or managerialist analytics, I argue that topological analytics capture what these database devices enact and do: they materialize the ‘individuality’ of subjects in intensified, distributed and fluctuating ways and materialize and intensify a logic of what Deleuze describes as modulating controls. Through examples of UK New Labour social policy initiatives over the past decade, I argue that topological analytics can account for these as immanent rather than exceptional properties of database devices and, as such, part and parcel of a governmental logic and ontology of subjects. (shrink)