The Age of Surveillance Capitalism by
Shoshana Zuboff, 2019, Excerpts
The
conception of emotions as observable behavioral data first took root in the
mid-1960s with the work of Paul Ekman, then a young professor at the University
of California, San Francisco. Ekman argued that “actions speak louder than
words.” Even when a person is determined to censor or control his or her
emotional communications, Ekman postulated that some types of nonverbal
behaviors “escape control and provide leakage.” He recognized the potential
utility of a “categorical scheme” that reliably traced the effects of
expression back to their causes in emotion, and in 1978 Ekman published the Facial Action Coding System (FACS).
FACS
distinguishes the elemental movements of facial muscles, breaking them down
into twenty-seven facial “action units,” along with more for the head, eyes,
tongue, and so on. Later, Ekman concluded that six “basic emotions” (anger,
fear, sadness, enjoyment, disgust, and surprise) anchored the wider array of
human emotional expression.
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