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Discipline and Reward
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Vandenhoeck & Ruprecht
This article focuses on the most predominant modality of contemporary surveillance – the... mehr
Discipline and Reward
This article focuses on the most predominant modality of contemporary surveillance – the surveillance of consumers, which tends to be hidden behind state surveillance. It presents empirical research done on the four major retail stores in Switzerland and their loyalty systems. After a theoretical discussion on surveillance and an introduction to the practices of relationship marketing and data mining, the article provides a short history of the companies and their loyalty programs. Then, the results of the study are discussed as well as the relevance of the theories on surveillance in order to shed light on a change in surveillance practices that increasingly rely on the monitoring of consumption.
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