The purpose of this study is to delineate the elements of the visual relationship between consumers and surveillance capitalists, specifically, the features of the consumer gaze upon capitalists. My study analyzes four news images of then CEO of Amazon, Jeff Bezos, and Facebook CEO Mark Zuckerberg, drawn from the years 2018 to 2020. To conduct my study, I utilized Finnegan’s five elements of visual analysis. My analysis found that the images inverted the typical power dynamics between consumer and surveillance capitalists by making capitalists the subject of consumers’ gaze and scrutiny. This inversion happened in two ways. First, the images shrink the capitalists’ power and authority by ridiculing them and making them appear physically smaller. Second, the images expose the physical harms and consequences of capitalism, which often go unseen and unquestioned. My concluding chapter discusses some implications and limitations of my study and offers suggestions for future studies of surveillance.
Haley, Laura, "Who's Watching Who? Inverting the Capitalist Gaze in News Images of Mark Zuckerberg and Jeff Bezos" (2021). Senior Independent Study Theses. Paper 9624.
Arts and Humanities | Visual Studies
surveillance, capitalism, visual, gaze, Mark Zuckerberg, Jeff Bezos
Bachelor of Arts
Senior Independent Study Thesis
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