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.


Singh, Rohini


Communication Studies


Arts and Humanities | Visual Studies


surveillance, capitalism, visual, gaze, Mark Zuckerberg, Jeff Bezos

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis


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