'The goal is to automate us': welcome to the age of surveillance capitalism

Shoshana Zuboff's new book is a chilling exposi(C) of the business model that underpins the digital world. Observer tech columnist John Naughton explains the importance of Zuboff's work and asks the author 10 key questions

We're living through the most profound transformation in our information environment since Johannes Gutenberg's invention of printing in circa 1439. And the problem with living through a revolution is that it's impossible to take the long view of what's happening. Hindsight is the only exact science in this business, and in that long run we're all dead. Printing shaped and transformed societies over the next four centuries, but nobody in Mainz (Gutenberg's home town) in, say, 1495 could have known that his technology would (among other things): fuel the Reformation and undermine the authority of the mighty Catholic church; enable the rise of what we now recognise as modern science; create unheard-of professions and industries; change the shape of our brains; and even recalibrate our conceptions of childhood. And yet printing did all this and more.

Why choose 1495? Because we're about the same distance into our revolution, the one kicked off by digital technology and networking. And although it's now gradually dawning on us that this really is a big deal and that epochal social and economic changes are under way, we're as clueless about where it's heading and what's driving it as the citizens of Mainz were in 1495.