This article critiques a number of recent attempts to outline a contemporary theory of panoptic surveillance. It argues that an updated Foucaultian thesis must take into consideration the decentered and networked aspects of information technologies in an attempt to explain how consumer ‘choice’ is shaped by both rewards and punishments. Drawing upon the work of Foucault, Varela, Deleuze and Guattari, a diagrammatic theory of surveillance is developed, one that questions the interconnection between consumer, sales, distribution, and production data.
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