Local practice and global data: loyalty cards, social practices, and consumer surveillance.

Monitoring of consumers has become the most widespread mode of surveillance today. Being a multi-billion dollar business, the collected data are traded globally without much concern by the consumers themselves. Loyalty cards are an element with which such data are collected. Analyzing the role of loyalty cards in everyday practices such as shopping, I discuss how new modes of surveillance evolve and work and why they eventually make communication about data protection a difficult matter. Further, I will propose an alternative approach to the study of surveillance. This approach is concerned with local practices, focusing on subjective narratives in order to view surveillance as an integral part of culturally or socially manifested contexts and actions and not to view surveillance as something alien to society and human interaction. This will open up other possibilities to study modes of subjectivity or how individuals situate themselves within society.