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I discussed how we finally had the technology to align the forces of supply and demand. ZUBOFF: In my 2002 book, “The Support Economy,” I looked at the challenges to capitalism in shifting from a mass to an individual-oriented structure of consumption. When did you start worrying that the tech giants driving it were becoming more interested in exploiting us than serving us? GAZETTE: The digital revolution began with great promise. The Gazette recently interviewed Zuboff about her belief that surveillance capitalism, a term she coined in 2014, is undermining personal autonomy and eroding democracy - and the ways she says society can fight back. In her new book, “The Age of Surveillance Capitalism,” Zuboff offers a disturbing picture of how Silicon Valley and other corporations are mining users’ information to predict and shape their behavior. But Shoshana Zuboff, professor emerita at Harvard Business School, warns that their lights, bells, and whistles have made us blind and deaf to the ways high-tech giants exploit our personal data for their own ends. The continuing advances of the digital revolution can be dazzling.