The Commodification of People

Michael A. Katell

Among the many ways so-called Big Data is influencing our lives, quantification and predictive analytics is beginning to play a significant role in how people are selected for opportunities, such as jobs, homes, romance, sex, insurance, and so on, substituting the vagaries of human judgement with seemingly objective and reliable analytic scorecards and labels. The same profusion of data that flows from your interactions with the networked and surveiled world, and which results in all those “personalized” ads you routinely encounter, can also be used to evaluate and grade you as a person. Your daily experiences and interactions with websites, mobile apps, credit card processors, eBook readers, cell-phone carriers, security cameras, etc. leaves data trails that are routinely and tirelessly hoovered up to supply the information economy with the raw material of user profiling (but you already knew that, right?). But beyond the now familiar goal of these activities to…

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