Surveillance capitalism is a concept that describes the practice of collecting and analyzing massive amounts of user data for the purpose of targeted advertising and other forms of monetization. The phenomenon has become increasingly prevalent in recent years, with tech companies like Google and Facebook using users' personal information to deliver personalized content and advertisements. Another example of surveillance capitalism is the use of military technology to collect and analyze data for national security purposes. In this context, surveillance capitalism involves the use of technologies like facial recognition and social media monitoring to gather information on individuals and groups deemed to be potential threats to national security. This information is then used to inform military operations and decision-making. This paper wants to analyze in a critical way the phenomenon of surveillance capitalism, proposed under two different ethical framework perspectives. Utilitarianism, a consequentialist ethical theory that judges actions based on their ability to bring about the greatest amount of happiness or pleasure for the greatest number of people, and Kantian deontology, a non-consequentialist ethical theory that emphasizes the importance of individual autonomy, freedom, and dignity. On one side, the utilitarian framework enlightens how Information Technology (IT) and the features provided offer, at first sight, all the positive perceptions to the majority of people, happiness, entertainment, and pleasure. On the other side, the Kantian deontology framework mostly focuses on the aspect of freedom and free will of the individual. This topic is particularly related to the concession of permissions to access data in change of services and the degree of influence that manipulation performed by surveillance capitalism can generate.

翻译：监视资本主义是一种描述大规模收集并分析用户数据以服务于定向广告及其他货币化方式的概念。近年来，这一现象日益普遍，谷歌和脸书等科技公司利用用户个人信息提供个性化内容与广告。监视资本主义的另一例证是运用军事技术收集并分析数据以维护国家安全。在此语境下，监视资本主义涉及使用人脸识别和社交媒体监控等技术，采集被视为潜在国家安全威胁的个人与群体信息，进而用于指导军事行动与决策。本文旨在以批判性视角审视监视资本主义现象，并从两种伦理框架展开分析：结果主义伦理理论功利主义，该理论依据行为能否为最大多数人带来最大幸福或快乐进行判断；以及非结果主义伦理理论康德义务论，强调个体自主性、自由与尊严。一方面，功利主义框架揭示了信息技术及其功能表面能为多数人提供积极感知、幸福、娱乐与愉悦；另一方面，康德义务论框架则侧重关注个体自由与自由意志维度。该议题尤其涉及以服务换取的访问数据权限让渡，以及监视资本主义所施加的操控可能产生的深远影响。