Hybrid surveillance capitalism: Sber’s model for Russia’s modernization

Abstract

The article identifies a new model for Russia’s modernization emerging among the “systemic liberals.” Offering politically neutral technological fixes, this model cannot be understood within the traditional democracy/authoritarianism dichotomy. Expanding on Shoshana Zuboff’s theory, the author calls the model hybrid surveillance capitalism. The case study is the transition of Sberbank to a tech company. Sberbank/Sber aims to be the main modernizing force leading Russia to a better future. The author “reverse engineers” Sber's modernization model by analyzing what the company actually does and how it frames its actions. A commercial company, but with state support and majority ownership, Sber competes with the state and even performs de facto state functions. Its search for profits and influence leads not only to an ever-increasing collection of data that are used to modify people’s behavior, leaving an ever-shrinking space for individual agency and even politics, but also to a new model of governance. .