The starting point for this article begins from the observation that that data-driven service delivery is catalysing a change in modes of production and consumption, marked by a move away from ‘mass production’ in favour of ‘mass predictive personalisation’. Despite the portrayal of personalised as ‘empowering’ consumers, I identify five fears that the rise of mass predictive personalisation may portend for collective values and commitments. The first three fears are largely concerned the values of fairness and justice, and which can ultimately be attributed to the systematic use of digital profiling techniques that apply machine learning algorithms to merged sets of data collected from the digital traces generated from continuously tracking users’ on-line behaviour to make calculated predictions about individuals across a population. The remaining two fears coalesce around concerns for social solidarity and loss of community that may be associated with the increasing personalisation of services and offerings, which is both fuelling and being fuelled by, an increasingly narcissistic mindset that mass personalisation makes possible. In so doing, my aim is to provoke critical discussion and reflection that will motivate more penetrating research and place questions of this kind more firmly onto the academic, policy, public and political agenda.

中文翻译：

---

监控资本主义时代对大规模预测个性化的五种担忧

本文的出发点是观察到数据驱动的服务交付正在催化生产和消费模式的变化，其标志是从“大规模生产”转向“大规模预测个性化”。尽管将个性化描述为“赋权”消费者，但我确定了五种担忧，即大规模预测性个性化的兴起可能预示着集体价值观和承诺。前三个担忧主要涉及公平和正义的价值，最终可以归因于系统地使用数字分析技术，这些技术将机器学习算法应用于从连续跟踪用户的数字踪迹中收集的合并数据集。 -line 行为以对整个群体中的个体进行计算预测。剩下的两个担忧集中在对社会团结和社区丧失的担忧上，这可能与服务和产品的日益个性化有关，这既助长了大众个性化所带来的日益自恋的心态，也助长了这种心态。这样做的目的是激发批判性讨论和反思，以激发更多深入的研究，并将此类问题更牢固地置于学术、政策、公共和政治议程上。