As to this species of power, I name it instrumentarianism, defined as the instrumentation and instrumentalization of behavior for the purposes of modification, prediction, monetization, and control. In this formulation, “instrumentation” refers to the puppet: the ubiquitous connected material architecture of sensate computation that renders, interprets, and actuates human experience. “Instrumentalization” denotes the social relations that orient the puppet masters to human experience as surveillance capital wields the machines to transform us into means to others’ market ends.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 1118