Showing posts with label Surveillance. Show all posts
Showing posts with label Surveillance. Show all posts

Review: Coded Bias

Coded Bias - Documentary (2020)

The central problem posed by Coded Bias (2020) is not whether artificial intelligence works, nor whether it is improving in accuracy. The documentary advances a far more unsettling claim: algorithmic systems have become instruments of governance without democratic consent, transparency, or accountability. In doing so, they silently reorganise power—deciding who is visible, who is legible, who is trusted, and who is punished.

Rather than framing AI as a neutral technological evolution, Coded Bias interrogates the political life of algorithms. It insists that automated systems are not merely tools but decision-making infrastructures that increasingly determine access to employment, housing, credit, education, welfare, and freedom itself. The documentary’s argument is that power has migrated into code, while responsibility has evaporated behind technical opacity.

This concern places Coded Bias in direct conversation with George Orwell’s 1984. Orwell did not imagine oppression as the product of sadistic individuals alone, but as something embedded in systems, routines, and information architectures. In this sense, Coded Bias suggests that Orwell’s dystopia has not arrived through overt authoritarianism, but through bureaucratised computation, data extraction, and automated judgment.

The danger, the film argues, is not that machines will rebel against humans—but that humans will increasingly live under systems that classify, predict, and constrain them, while appearing objective, efficient, and inevitable.


Computers, as Coded Bias makes repeatedly clear, do not understand the future. They predict it by mining the past. Algorithms are trained on historical data—data shaped by inequality, exclusion, and structural violence—and are then tasked with forecasting human behaviour. What appears as innovation is therefore often historical repetition at machine speed.

This is the documentary’s foundational concern: when prediction replaces judgment, and efficiency replaces ethics, technology ceases to be neutral infrastructure and becomes political authority. The question Coded Bias asks is not whether AI has “bright and dark sides,” but rather who decides where those sides fall, and on whose lives they operate.

By situating facial recognition, predictive policing, and automated classification within global systems of surveillance and corporate power, Coded Bias argues that contemporary AI does not represent social progress. Instead, it replicates existing worlds, encoding inequality into software while claiming objectivity.


This is where George Orwell’s 1984 becomes analytically indispensable. Orwell’s insight was not merely that surveillance exists, but that power becomes most effective when embedded into systems that feel inevitable, invisible, and rational. Coded Bias demonstrates that algorithmic governance is precisely such a system.


The Central Argument of Coded Bias: From Assistance to Control

The documentary’s central argument can be distilled into a precise claim:

AI systems have shifted from assisting human decision-making to silently governing it, without public consent, democratic oversight, or ethical safeguards.

While facial recognition is often justified as a tool for preventing attacks or increasing security, Coded Bias interrogates this justification by asking: security for whom, and at what cost? The film does not deny that AI can function efficiently. Instead, it exposes how efficiency becomes the moral alibi for surveillance.


AI has both “bright and dark sides,” yet deployment occurs before safeguards exist, particularly when technologies are tested on poor and marginalised populations. Surveillance infrastructures are rarely trialed on the powerful; they are piloted on those with the least capacity to resist.

Thus, Coded Bias reframes AI development not as public innovation, but as corporate-led experimentation, where:

  • algorithms are designed for institutional convenience,

  • deployed in socially unequal environments,

  • and defended through technical opacity.


Algorithmic Bias as Political Architecture

Replication, Not Progress

One of the documentary’s most incisive claims—echoed directly in your notes—is that machines are not creating new worlds; they are replicating existing ones. AI systems trained on biased data do not transcend history; they operationalise it.

This is why algorithmic bias cannot be reduced to error. It is the predictable outcome of systems designed within unequal social orders. The problem is not that algorithms occasionally fail, but that they work precisely as expected within unjust frameworks.

Corporate Surveillance and Institutional Power

Coded Bias is explicit: most AI systems are not built for public good but for corporate and institutional efficiency. Surveillance capitalism depends on continuous data extraction, and algorithms thrive on constant monitoring.

  • Corporations know what they want algorithms to do,

  • but often claim they cannot fully understand or control what those systems actually produce.

This contradiction allows responsibility to dissolve. When harm occurs, accountability is deflected onto “the system,” reinforcing what the documentary identifies as institutional opacity.


Global Geographies of Surveillance

The documentary’s movement across global locations—China, the United States, the United Kingdom, South Africa, and beyond—demonstrates that algorithmic governance is a planetary condition.

listing Hankou, Huzhou, Philadelphia, London, Cape Town, Washington D.C., and the Soviet Union are not incidental. They reveal how:

  • surveillance infrastructures adapt to political contexts,

  • yet produce similar outcomes: classification, control, and behavioural prediction.

China’s social credit system is often invoked as dystopian, yet Coded Bias complicates this narrative. As your notes observe, China is at least transparent about surveillance. Citizens know they are being watched and are expected to behave accordingly.

In contrast, Western democracies often operate through invisible classification. Individuals are scored, ranked, and separated without knowing it. The absence of awareness does not indicate freedom—it indicates unconscious governance.


Orwell’s 1984: Power Without a Face

From Big Brother to the Black Box

In 1984, Big Brother is less a person than a symbol of systemic power. Surveillance is not merely visual but psychological. Similarly, Coded Bias replaces Big Brother with the Black Box—the algorithm that decides but cannot explain.

“I have many names. I am Algorithm. I am Black Box.”


Algorithms promise conclusions without reasoning, outcomes without explanations.
How can a system give a conclusion if it cannot tell us how it reached it?

This opacity transforms authority into something unchallengeable. As in Orwell’s world, truth becomes whatever the system outputs, regardless of lived reality.

Recorded → Logged → Analyzed

Orwell imagined surveillance as constant observation. Today, surveillance is procedural:

  • actions are recorded,

  • data is logged,

  • behaviour is analysed,

  • consciousness itself becomes a data stream.

This is not speculative fiction—it is infrastructural reality.


Invisibility, Efficiency, and the Loss of Human Judgment

Algorithms are often described as “better than random,” yet Coded Bias insists this is insufficient when systems shape lives. Efficiency, your notes remind us, is the primary design goal—not justice, empathy, or dignity.

The automation of workers raises urgent questions, but the documentary goes further by asking: who controls the gatekeepers? When algorithms determine access to jobs, housing, or credit, exclusion becomes automated—and therefore harder to contest.

Crucially, Coded Bias exposes how people increasingly understand themselves less than algorithms claim to understand them. When prediction replaces self-knowledge, autonomy erodes.


Resistance, Ethics, and the Meaning of Being Human

The documentary does not end in despair. Your final notes provide its most human intervention: resistance.

To reject a particular technological future—to protest, regulate, or refuse—is not anti-progress. It is profoundly human. As your notes observe:

  • To be human is to be vulnerable.

  • To be human is not always to be efficient.

  • Sometimes humanity means disobedience.

  • Sometimes it means saying no.

Automation performs what it is programmed to do. Ethics begins where programming ends.


Pathways Forward: Accountability Over Efficiency

Drawing from Coded Bias  meaningful responses must include:

  • democratic oversight of algorithmic systems,

  • regulation of facial recognition and biometric surveillance,

  • transparency mandates for high-stakes algorithms,

  • public education to recognise hidden governance,

  • and ethical responsibility embedded at institutional levels.

The goal is not to eliminate AI, but to reclaim agency over systems that increasingly govern social life.


Conclusion: From Dystopia to Infrastructure

Coded Bias reveals that Orwell’s 1984 was not a prophecy of totalitarian spectacle, but a blueprint for systemic, invisible control. Surveillance today does not require overt force; it relies on normalisation, efficiency, and data-driven authority.

The most dangerous aspect of algorithmic governance is not that it watches—but that it decides, quietly and conclusively.

To challenge this is not to reject technology. It is to insist that human values remain sovereign over automated systems.

In an age where prediction threatens to replace freedom, Coded Bias reminds us that the future is still a political choice.

This critique does not position artificial intelligence as an inherently harmful or regressive force. Rather, it challenges the uncritical delegation of social, political, and ethical authority to automated systems operating without transparency or accountability. AI, when governed responsibly, has the capacity to support human decision-making, reduce certain forms of bias, and improve institutional efficiency. The concern raised by Coded Bias is therefore not technological advancement itself, but the normalisation of algorithmic power in the absence of democratic oversight. To question how AI is designed, deployed, and regulated is not to reject technology, but to insist that it remains aligned with human values, legal responsibility, and social justice.

REFERENCES :

Kantayya, Shalini, director. Coded Bias. 7th Empire Media, 2020.

Nineteen Eighty-Four, by George Orwell, Penguin UK, 2004.

Assignment 205: Advertising and Consumer Culture in the Digital Age

Advertising and Consumer Culture in the Digital Age 

Personal Information

Name:  Makwana Bhargav Arvindbhai 

Roll No: 01

Batch: M.A Sem 3 (2024-2026) 

Enrollment Number: 5108240018

Email: bhargavmakvana221@gmail.com


Assignment Details 

Topic:  Advertising and Consumer Culture in the Digital Age

Paper & subject Code: Paper 205A: Cultural Studies 

Words: 2431

Date of  Submission :  7 November 2025

This is the soft copy of my assignment, which has also been submitted in hard copy to the Department of English at MKBU, Bhavnagar.

Table of Contents

  1. Introduction to Advertising Market and Identity

  2. Overview of the Advertising Market

  3. The Role of Advertising in Shaping Identity

  4. Impact of Digital Advertising on Identity

  5. Ethics of Advertising and Consumer Identity

  6. Case Studies of Advertising Shaping Identity

  7. Trends in the Advertising Market and Future Directions

  8. Conclusion

  9. References

Abstract

This paper examines the dynamic relationship between advertising and identity, exploring how advertising functions as both a market tool and a cultural force in contemporary society. Advertising, historically rooted in traditional media, has evolved with the rise of digital and social media, transforming how brands engage with consumers. Through emotional and rational appeals, advertising actively participates in the construction of ideology and shapes both consumer identity—how individuals perceive themselves and their aspirations—and brand identity—how companies construct their image in the marketplace. This paper explores the global advertising market’s evolution, the ethical implications of advertising’s role in shaping societal norms (including the critique of Surveillance Capitalism), and the growing influence of digital platforms. Specific attention is given to the personalization of advertising through social media and data collection, raising concerns about privacy and manipulation. Case studies illustrate how advertising shapes cultural values and challenges stereotypes through the analysis of advertisements as cultural texts. The paper concludes by examining emerging trends, such as AI and sustainability, that are likely to define the future of advertising. Ultimately, advertising's influence on identity offers both significant opportunities and ethical challenges, necessitating further research and critical engagement with its evolving role in consumer culture.


1. Introduction to Advertising Market and Identity 

In contemporary society, advertising is one of the most powerful tools shaping consumer culture and societal norms. As a multifaceted industry, advertising does not only aim to promote products but plays an active role in constructing identities—both for consumers and brands. Drawing on the work of cultural theorist Raymond Williams, advertising can be viewed as a "Magic System," transforming mundane commodities into powerful signifiers of social belonging and personal fulfillment. Through advertising, consumers are often presented with idealized versions of themselves, influencing self-perception and shaping the societal standards of beauty, success, and aspiration.

The advertising market is a global phenomenon, evolving from traditional media platforms such as print and television to digital and social media. As advertising strategies continue to adapt to emerging technologies, the need to understand the interplay between the advertising market and identity has never been more pressing. The concept of "identity" in the context of advertising extends beyond individual self-image; it encompasses both consumer identity—how individuals relate to the products they consume—and brand identity—how companies use advertising to position themselves in the marketplace.


2. Overview of the Advertising Market 


Historical Context of Advertising

The history of advertising is marked by significant milestones, each of which has shaped how advertising influences consumer culture. Early forms of advertising can be traced back to ancient civilizations, where merchants would use oral or visual cues to entice customers. However, modern advertising as we know it began to take shape in the late 19th and early 20th centuries with the advent of print media. In the early days of mass media, advertisements appeared in newspapers and magazines, selling a wide array of goods and services to an increasingly literate public.

The emergence of television advertising in the 1950s marked a turning point in the industry, as it allowed advertisers to directly target mass audiences using both sight and sound. During this period, advertisements began to focus heavily on creating emotional appeals and aspirational narratives that shaped the public’s conceptions of success and personal fulfillment.

With the rise of the digital age, advertising has experienced another dramatic transformation. The internet, social media platforms, and mobile technology have created a new landscape where advertising is no longer simply about broadcasting messages to a broad audience but about targeting consumers in a more personalized and interactive manner. Digital advertising, through methods such as programmatic buying, retargeting, and influencer marketing, allows brands to directly shape and engage consumer identities at a more granular level.

Global Advertising Market Today

The advertising market is vast, dynamic, and undergoing rapid evolution, particularly with the shift to digital formats. Ad spending in the Advertising market worldwide is forecasted to reach an estimated US$1.17 trillion in 2025.

The sheer scale of this market is dominated by a few key segments and regional players. When considering global figures, the United States leads the world in advertising investment, with ad spending projected at US$466.34 billion in 2025.

The major players in the advertising market include Google, Facebook, and Amazon, which dominate the digital space. Traditional advertising channels such as television, print, and radio still represent a significant portion of ad spend, particularly in developing markets and among older demographics.

The advertising market is also segmented by sector, with FMCG (Fast-Moving Consumer Goods), technology, and automotive industries consistently being the largest contributors to global advertising budgets. Advertisers allocate their resources across various media platforms, such as television, online video, search engine marketing, social media, and out-of-home advertising.

3. The Role of Advertising in Shaping Identity 

Consumer Identity and Advertising

Advertising is central to shaping consumer identity, particularly in consumer-driven societies where personal identity is often tied to the consumption of goods and services. Through advertisements, individuals are presented with models of who they should be—what they should wear, how they should look, what kind of lifestyle they should aspire to. These representations are often idealized and far removed from the average consumer’s reality, yet they exert considerable influence on self-perception.

For example, in Pepsi’s advertisement featuring Badshah's "Har Ghoont Mein Swag Hai" with Tiger Shroff, the ad links the concept of ‘swag’—a cool, confident lifestyle—to the consumption of Pepsi. The idealized images of youth, energy, and confidence are directly tied to the product, positioning Pepsi as a symbol of that aspirational, carefree lifestyle. The ad emphasizes the idea that drinking Pepsi is not just about thirst but about embracing a bold, energetic identity.

Similarly, a simple drink like Thums Up utilizes its iconic slogan, "Taste the Thunder," to evoke power and masculinity. The ad implies that drinking the beverage not only satisfies thirst but also connects the consumer to an energetic, daring identity. Through such ads, consumers are encouraged to associate their personal identity with the brand’s powerful image, blurring the lines between self and the product.

The Fair & Lovely (now Glow & Lovely) advertisements were another example where beauty standards were directly marketed to women. The brand’s portrayal of lighter skin as being more beautiful, more successful, and more socially acceptable reinforced discriminatory beauty norms. These ads presented the idea that skin tone directly impacts a woman’s identity and her chances for success, linking personal worth to external appearance and consumer choices.

In more recent times, Amazon’s "Khushiyon Ki Dukan" (Shop of Happiness) advertisement reflects the modern, evolving role of advertising in shaping identity. By positioning shopping as a path to happiness, this ad taps into the notion that consumerism—through the convenience of online shopping—can provide emotional fulfillment. In this ad, Amazon presents itself not just as a marketplace, but as a contributor to one’s emotional well-being and a source of personal satisfaction, reshaping identity around consumer experiences rather than mere products.

These examples illustrate how advertising goes beyond simply selling products—it creates narratives about who we should be, what we should desire, and how we should present ourselves to the world. Whether it's the appeal to youthful vigor, national pride, attraction, or emotional fulfillment, advertisements shape the consumer's sense of identity, often leading individuals to internalize and strive toward these idealized representations.

Brand Identity and Advertising



In addition to influencing consumer identity, advertising plays a key role in shaping brand identity. A brand’s identity is constructed through the messaging and imagery presented in its advertisements, which communicate a set of values, aspirations, and social meanings associated with that brand. Successful brands such as Nike, Coca-Cola, and Apple have developed strong, recognizable identities that transcend the products they sell, becoming symbols of certain lifestyles and social ideals.

For example, Nike’s “Just Do It” slogan promotes an identity of empowerment and achievement, while Coca-Cola’s advertisements often evoke feelings of happiness, connection, and nostalgia. Through these strategies, brands seek to create an emotional bond with consumers, influencing how they perceive themselves and the world around them.

Advertising Strategies: Emotional vs. Rational Appeals

  1. Emotional Appeals and "Buy Now" Pressure:

Emotional appeals make consumers feel something strong — like excitement, fear, or desire. Ads using this strategy often create a sense of urgency to push consumers to buy quickly.

Example: A commercial for a limited-edition product might say, "Hurry, only a few left!" The idea is to make people feel they might miss out if they don’t act fast.

  1. Rational Appeals and Social Dilemma:

Rational appeals focus on facts and the practical benefits of a product — like its quality, price, or usefulness.

These ads can also highlight a social dilemma, where consumers are reminded of their responsibility to make ethical or sustainable choices.

Example: An ad for an eco-friendly product might say, "This helps save the planet and save you money in the long run," appealing to both logic and social responsibility.


4. Impact of Digital Advertising on Identity 

Social Media and Identity

With the advent of digital platforms, especially social media, advertising has become more personalized and interactive. Platforms like Instagram, TikTok, and Facebook have blurred the lines between content creation, self-expression, and advertising. Consumers increasingly view these platforms not just as spaces to interact with friends, but as spaces where they can engage with brands that reflect their own identity and lifestyle.


In this context, social media ads play a dual role: they both shape individual identity and reflect it back to consumers. For instance, influencers, through their sponsored content, help shape the way we perceive beauty, fashion, and lifestyle choices. Brands collaborate with influencers who fit certain cultural or social identities, allowing them to communicate their message in a way that feels more authentic to their target audience.

Targeted Advertising and Privacy Concerns

One of the most significant developments in digital advertising is targeted advertising, where companies use consumer data to craft personalized ad experiences. Platforms like Google and Facebook collect vast amounts of data on users’ browsing habits, social interactions, and purchase behaviors. Advertisers use this data to deliver ads that are highly relevant to individual consumers, making the advertising experience feel more tailored to personal needs and preferences.

However, this raises significant concerns about privacy, surveillance capitalism, and the ethical implications of data collection. Targeted advertising can lead to issues of exploitation, as consumers may not fully understand how their personal data is being used to influence their purchasing decisions and shape their identities. As advertising becomes more data-driven, questions about data ethics, consumer autonomy, and the manipulation of identity become more pressing.

5. Ethics of Advertising and Consumer Identity 

The ethical implications of advertising’s role in shaping identity are complex and multifaceted. Advertising has the power to manipulate consumer behavior by exploiting insecurities, particularly when it comes to issues like body image, beauty standards, and social status. This manipulation of consumer identity raises ethical concerns about exploitation and deception, as advertisers may encourage unrealistic self-perceptions that lead to harmful behavior.

For example, campaigns that perpetuate gender stereotypes or promote unattainable beauty standards can have a damaging impact on self-esteem, particularly for vulnerable populations. This is especially relevant in the beauty industry, where advertisements often focus on idealized portrayals of femininity, perpetuating narrow definitions of beauty that exclude diverse representations of race, age, and body type.

However, some brands have taken a more ethical approach to advertising by promoting social responsibility and encouraging more inclusive portrayals of identity. For example, Dove’s Real Beauty Campaign challenged traditional beauty standards by using women of different shapes, sizes, and ethnicities, helping to reshape how the beauty industry constructs identity.


6. Case Studies of Advertising Shaping Identity 

Cultural Influence

Different cultures shape and are shaped by advertising in unique ways. Global brands like Nike, Apple, and Coca-Cola have tailored their advertising strategies to fit the cultural values and identities of different regions. In the U.S., Coca-Cola advertisements often emphasize themes of individualism and personal freedom, while in countries like Japan, the focus may shift toward group harmony and community.

Stereotyping in Advertising

Advertising also plays a critical role in reinforcing or challenging stereotypes. Gender, race, and class stereotypes are often perpetuated through advertising, affecting how consumers view themselves and others. However, advertising can also be a tool for social change, as seen in Dove’s campaign, which directly challenges conventional beauty norms.


7. Trends in the Advertising Market and Future Directions 

The future of advertising is closely tied to emerging technologies such as artificial intelligence (AI), augmented reality (AR), and virtual reality (VR). These technologies will allow advertisers to create highly immersive and personalized experiences that further blur the line between consumer and brand identity. Additionally, sustainability and corporate social responsibility will play an increasingly important role in shaping brand identities in the future, as consumers are becoming more aware of environmental and social issues.

However, the rise of AI in advertising also brings new challenges, including issues of authenticity and misuse. For example, there have been instances where AI tools are used to create misleading or satirical advertisements. One controversial case involved AI-generated political ads where the faces of public figures, such as political leaders, were used without their consent. In one viral example, AI tools were used to create a short, humorous ad featuring a well-known political leader endorsing panipuri (a popular street food) in a 5-second clip. While this was intended as a satirical joke, it raised ethical concerns about the unregulated use of AI in creating potentially misleading or deceptive content.

As consumer awareness of environmental and social issues grows, sustainability and corporate social responsibility (CSR) will also become key factors in shaping brand identities. In the future, consumers are likely to prefer brands that are transparent about their environmental impact and social contributions. Companies will need to integrate sustainability into their brand narratives, not just as a marketing tactic, but as a core aspect of their identity. As a result, brands that fail to prioritize ethics and transparency may face increased scrutiny from both consumers and regulators.


8. Conclusion

In conclusion, advertising is a central force in shaping both consumer and brand identities. Through emotional appeals, targeted strategies, and the use of new technologies, advertising influences how individuals perceive themselves and the world around them. While advertising has the power to promote positive social change, it also raises important ethical concerns about manipulation and exploitation. As the advertising market continues to evolve, particularly in the digital age, understanding its impact on identity will be crucial for both marketers and consumers. Further research into the ethics of advertising, the role of influencers, and the implications of data-driven advertising will be essential to navigating this complex relationship in the future.

9. References 

  1. Goldman, Robert, and Stephen Papson. Sign Wars: The Cluttered Landscape of Advertising. Guilford Press, 1996.

  2. Hall, Stuart, and Paul du Gay, editors. Questions of Cultural Identity. Sage Publications, 1996.

  3. Millard, Jennifer. "Performing Beauty: Dove's 'Real Beauty' Campaign." Symbolic Interaction, vol. 32, no. 2, Apr. 2009, pp. 146–68.

  4. Statista. "Advertising - Worldwide." Statista Market Outlook, 2024, [https://www.statista.com/outlook/amo/advertising/worldwide].

  5. Williams, Raymond. "Advertising: The Magic System." Problems in Materialism and Culture: Selected Essays, Verso, 1980, pp. 170-195.

  6. Zuboff, Shoshana. The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. PublicAffairs, 2019.


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