targeted advertisement. Another aspect of surveillance capitalism relates to the influence it has had on political campaigning. Personal data retrieved by data miners can enable various companies (most notoriously, Cambridge Analytica) to improve the targeting of political advertising, a step beyond the commercial ends of previous Surveillance Capitalist operations. In this way, it is possible that political parties will be able to produce far more finely targeted political advertising, to maximise its impact on the electorate. However, Cory Doctorow writes that misuse of these data sets "will lead us towards totalitarianism". This may resemble a corporatocracy, and Joseph Turow writes that "centrality of corporate power is a direct reality at the very heart of the digital age". Theory Shoshana Zuboff In Zuboff's theory, surveillance capitalism is a novel market form and a specific logic of capitalist accumulation. In her 2014 essay A Digital Declaration: Big Data as Surveillance Capitalism, she characterized it as a "radically disembedded and extractive variant of information capitalism" based on the commodification of "reality" and its transformation into behavioral data for analysis and sales. In a subsequent 2015 article, Zuboff analyzed the societal implications of this mutation of capitalism. She differentiated "surveillance assets", "surveillance capital", and "surveillance capitalism" and their dependence on a global architecture of computer mediation that she calls "Big Other", a distributed and largely uncontested new expression of power which constitutes hidden mechanisms of extraction, commodification, and control that threatens core values such as freedom, democracy, and privacy. According to Zuboff, surveillance capitalism was pioneered at Google and later Facebook, in much the same way that mass-production and managerial capitalism were pioneered at Ford and General Motors a century earlier, and has now become the dominant form of information capitalism. In her Oxford University lecture published in 2016, Zuboff identified surveillance capitalism's mechanisms and practices, including the manufacture of "prediction products" for sale in new "behavioral futures markets." She introduced the concept "dispossession by surveillance" and argued that it challenges the psychological and political bases of self-determination as it concentrates rights in the surveillance regime. This is described as a "coup from above." Key features Zuboff's book The Age of Surveillance Capitalism is a detailed examination of the unprecedented power of surveillance capitalism and the quest by powerful corporations to predict and control human behavior. Zuboff identifies four key features in the logic of surveillance capitalism and explicitly follows the four key features