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This article maps three different yet interconnected hegemonic temporalities that define data technologies: immediacy, archival and predictive time. These hegemonic temporalities, it will be argued, cannot be understood without considering the political economic structures of surveillance capitalism. However, to understand the relationship between data technologies and the social construction of time, we also need to consider the multiple ways in which these temporalities are reproduced and experienced through everyday temporalizing practices. Drawing on an ethnographic project which investigates the impact of data technologies on family life, the article will explore different ways in which these temporalities are impacting the lived experience of family life. Looking at the ways in which everyday experiences intersect with hegemonic constructions of time enables us to ask critical questions about how data technologies surveille and govern subjects through time and consider their implication for our democratic futures.

Using the theoretical framework of surveillance capitalism, this paper analyses the election campaigns of Bharatiya Janata Party (BJP) of India during the 2014 and 2019 elections. It endeavours to find out how BJP has weaponised information during these two elections: a) to convince voters, b) to consolidate power at home. By doing content analysis of both primary and secondary sources, the research finds out that massive targeted advertisements were used by BJP's social media cell during these elections. Third parties (proxy) sources were especially helpful for BJP on Facebook for a wider outreach of its message on social media. The research further elaborates that the timing of targeted advertisements is shaped in a way that it ensures that people click the ad, thus achieving the desired political outcomes for BJP. Towards the end, it formulates a vehement case of taking back control of Indian digital lives by bringing cyberspace under greater democratic oversight and legal accountability.

Surveillance of human subjects is how data-intensive companies obtain much of their data, yet surveillance increasingly meets with social and regulatory resistance. Data-intensive companies are thus seeking other ways to meet their data needs. This article explores one of these: the creation of synthetic data, or data produced artificially as an alternative to real-world data. I show that capital is already heavily invested in synthetic data. I argue that its appeal goes beyond circumventing surveillance to accord with a structural tendency within capitalism toward the autonomization of the circuit of capital. By severing data from human subjectivity, synthetic data contributes to the automation of the production of automation technologies like machine learning. A shift from surveillance to synthesis, I argue, has epistemological, ontological, and political economic consequences for a society increasingly structured around data-intensive capital.

The article considers new tools and forms of digital control, as well as mechanisms of manipulation of behavior of users of digital platforms in the era of "surveillance capitalism". The business model of operation of techno-logical giants is analyzed, based on the retention of the user on the platform by filtering the information provid-ed to him ("filter bubbles"), increasing the time of the user's presence in the network, increasing the number of digital footprints left by him, which make the user "transparent" for the platform and allow to transform the col-lected data into forecast products for increase of incomes of "surveillance capitalists". The article raises the problem of lack of ethical standards of data extraction and use, problems of control over "fate" of provided per-sonal data and violation of privacy, and analyzes psychological hooks, used by technology platforms to keep users online, and possible strategies to resist the power of technology giants by fighting for a "new Internet" and spreading restrictive practices regarding digital media.

"Shoshana Zuboff, named "the true prophet of the information age" by the Financial Times, has always been ahead of her time. Her seminal book In the Age of the Smart Machine foresaw the consequences of a then-unfolding era of computer technology. Now, three decades later she asks why the once-celebrated miracle of digital is turning into a nightmare. Zuboff tackles the social, political, business, personal, and technological meaning of "surveillance capitalism" as an unprecedented new market form. It is not simply about tracking us and selling ads, it is the business model for an ominous new marketplace that aims at nothing less than predicting and modifying our everyday behavior--where we go, what we do, what we say, how we feel, who we're with. The consequences of surveillance capitalism for us as individuals and as a society vividly come to life in The Age of Surveillance Capitalism's pathbreaking analysis of power. The threat has shifted from a totalitarian "big brother" state to a universal global architecture of automatic sensors and smart capabilities: A "big other" that imposes a fundamentally new form of power and unprecedented concentrations of knowledge in private companies--free from democratic oversight and control"--

The paper deals with the protection of the private and public spheres in surveillance capitalism. Predictions on consumer behaviour or the so-called behavioural surpluses are extracted from the set of collected (big) data of users/consumers from the so-called digital footprints, which become intelligence data, commodities on the data market. In addition to predicting user behaviour, various behavioural techniques push, or nudge users in a particular desired consumer or political direction or action, or dark nudge techniques when it comes to unauthorized data collection on users in the digital sphere. Surveiling and nudging users is done in the range from caring for their health, well-being and benefits, as well as general and public well-being, to encouraging expenditure, desired behaviour or voting in the desired direction of subjects who create such incentives (corporations, political parties, governments, etc.). The subject of the paper is based on behavioural economics which has introduced behavioural techniques in the field of public policy. The author proposes conceptual model of protective and active approach in the era of surveillance capitalism in the private and public spheres. An overview of the current digital regulation in the EU is given, and the need for further development of the legislative framework that will regulate the issues of supervision and protection of privacy and user data is pointed out. ; Rad se bavi zaštitom privatne i javne sfere u nadzirućem kapitalizmu. Iz skupa prikupljenih (big data) podataka korisnika/potrošača iz tzv. digitalnih otisaka ekstrahiraju se predviđanja o ponašanju korisnika ili tzv. bihevioralni višak koja postaju izvjesnice (intelligence podaci), roba na tržištu podataka. Osim predviđanja ponašanja korisnika, različitim se bihevioralnim tehnikama korisnike "gura" ili "potiče" (nudge) u određenom željenom potrošačkom ili političkom smjeru ili djelovanju, a kada je riječ o neovlaštenom prikupljanju podataka o korisnicima u digitalnoj sferi, radi se o dark nudge ...