Monitored mobility in the era of mass customization

Research output: Contribution to journalReview ArticleResearchpeer-review

31 Citations (Scopus)


Just as Web browsers use information about surfing habits to customize content and advertising, so the development of mobile commerce (m-commerce) promises to capitalize on the real-time monitoring of the time-space paths followed by consumers. Thanks to the development of wireless, networked devices, gathering detailed information about consumer mobility is becoming increasingly cheap and efficient. The result is that spaces associated with leisure and domesticity can become increasingly economically productive insofar as consumers are subjected to comprehensive monitoring in exchange for the promise of customization and individuation. Drawing on examples from e-commerce and popular culture, this article explores the connection between the consumption of space and the incitement to mobility, arguing that the mass customized economy represents a continuation of the logic of market rationalization in the network era.

Original languageEnglish
Pages (from-to)132-150
Number of pages19
JournalSpace and Culture
Issue number2
Publication statusPublished - 1 Dec 2003
Externally publishedYes


  • M-commerce
  • Mass customization
  • Mobility
  • Reality TV
  • Societies of control
  • Surveillance
  • The Amazing Race

Cite this