DATAVEILLANCE SOCIETY: UNEXPECTED CONSEQUENCES OF DIGITALIZATION FOR SOCIAL ENVIRONMENT

The article emphasizes that personal data has converted into a new type of oil in modern world. The process of collecting data has changed people’s consumption practices and economy as a whole. Almost all aspects of a person’s physical and mental functioning are constantly measured and monitored by all kinds of devices such as smart watch, smart toys, smart televisions etc. Being smart means that device is connected to the internet, can talk to you, help you and gather personal data. Some social scientists call such all-seeing Panopticon as “surveillance capitalism” system but the authors prefer digital metamorphosis of society best. It is shown in the article how personal data becomes a commercial commodity today and is exploited by big commercial companies for their profit. The author uses in that case the term dataveillance which refers to the process of monitoring and collecting data as well as metadata. Dataveillance is concerned with the continuous monitoring of users communications and actions across various platforms or bank accounts. It is worth adding in most cases people are being informed about how their personal data can be used and agreed to terms and conditions and privacy policy concerning third-party use. The purpose of the study was formulated as a validation of the need for investigation of digitalizing dataveillance society and its consequences in social sphere. Using theoretical and methodological approaches to the study of data-driven society the author shows how technophobia is expressed in latest questionaries’ by the Monitoring of Public Opinion. The author draws the attention to the very controversial fact that many people who use digital technologies best understand they are being watched and listened but still continue consuming smart devices. According to Edison Research Smart Audio Report, seven-in-ten smart speaker owners use their device daily despite common concerns around security and privacy, while those same factors are leading reasons non-owners have not acquired a device. At the same time it is alerted in the text the need for an adaptation both of social practices and social research to such dramatic social digital metamorphosis and studying its dehumanizing consequences for social environment.

Keywords: dataveillance society, digitalization, unexpected consequences, cybersocialization, surveillance capitalism