From “mad men” to “math men”: The rise of expertise in digital measurement and the shaping of online consumer freedom
Accounting, Auditing & Accountability Journal
ISSN: 0951-3574
Article publication date: 20 February 2017
Abstract
Purpose
The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed (within the agencies) as a new legitimate form of expertise, able to produce relevant and detailed knowledge about the government of web users.
Design/methodology/approach
The authors carried out a field examination in France, predicated on 100 interviews with actors involved in communication consultancy. Drawing on the concepts of governmentality and inter-jurisdictional experimentation, the authors examine how digital measurement expertise acquired legitimacy within agencies. The authors also analyze how contemporary technologies of measurement and surveillance, as operated by in-house digital experts, provide advertising specialists and advertisers with increasingly precise data on consumer conduct and thought.
Findings
The constitution and legitimization of digital measurement expertise was characterized by experimentation, culminating in the production of persuasive claims of tangibility concerning communication impact, and in relative agreement on the relevance of digital expertise in operating increasingly powerful technologies of measurement and surveillance.
Originality/value
While the role of experts in promoting and implementing neoliberal governmentality is emphasized in the literature, the study indicates that considerable work is needed to develop and legitimize expertise consequent with neoliberalism. Also, the analysis highlights that the spread of digital measurement expertise and knowledge production in the government of web users constitutes a noteworthy step in the neoliberalization of society. Behind the front of “free” conduct lies an increasingly powerful network of technologies and expertise aimed at rendering consumer conduct knowable and predictable.
Keywords
Acknowledgements
The authors wish to thank practitioners and other participants who collaborated in the present research through interviews. The authors would also like to acknowledge the financial support of the Social Sciences and Humanities Research Council of Canada. The title seeks to capitalize on an analogy with a popular TV series entitled Mad Men.
Citation
Viale, T., Gendron, Y. and Suddaby, R. (2017), "From “mad men” to “math men”: The rise of expertise in digital measurement and the shaping of online consumer freedom", Accounting, Auditing & Accountability Journal, Vol. 30 No. 2, pp. 270-305. https://doi.org/10.1108/AAAJ-12-2014-1887
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited