In Practices of Looking, the authors indicate that surveillance cameras constantly track consumers. (Cartwright 108). Cartwright and Struthers discuss the importance of “gaze,” how the public views objects, and the “looks” that emanate from those objects in return. The concept of an object returning a consumer’s gaze becomes very concrete after reading Stephanie Rosenbloom’s article “In Bid to Sway Sales, Cameras Track Shoppers,” because mannequins, ceilings, and department store dressing rooms apparently house cameras that give retailers information about consumer behavior. Companies defend this practice by saying that they are sensitive to privacy issues and that the technology is used to provide consumers with a more enjoyable shopping experience. By studying the photographs taken, retailers can find solutions to problems in their stores; they can install comfortable seating and activity areas to keep children happy while their mothers shop, or lower shelves and merchandise if items are out of reach. More and more companies are employing surveillance technology to see how different people respond to various products. This makes sense, because in a recession, buying practices are important; stores need to know what items will attract attention and sell.
Video analysis companies indicate that nearly every major chain, including Walmart and Best Buy, uses cameras. Cameras enable researchers to draw conclusions about things retailers and manufacturers want to know, like which shopping areas are the most and least popular. After seeing shoppers struggle in specific areas, analysts might suggest that retailers widen certain aisles. Cisco Systems, a supplier of surveillance equipment, said that clients use cameras to see how long it took sale agents to approach customers. Cameras help retailers monitor the number and age of the consumers who pass, and to determine whether a display is more appealing to men or women. Videos inspired malls to create attractive seating areas on the theory that if men are comfortable, women will shop longer. Although retailers may want to know more about people’s shopping behaviors, the issue of invasion of privacy is very troublesome. Cisco is even experimenting with facial recognition technology. Much of the video footage can be intrusive and embarrassing, for example boys were photographed groping mannequins’ breasts. Also, one would obviously prefer having real privacy within a dressing room when undressing to try on clothing. Apparently, the public is unable to protect its privacy anywhere; cameras are pervasive and stores are just the latest frontier (Rosenbloom 5). Panopticism may well govern our behavior in department stores in the future; if a person knows he is being watched, it is possible that shame will discipline his “gaze.”
http://www.nytimes.com/2010/03/20/business/20surveillance.html
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