Task One
Tesco Clubcard
I have chosen to relate the panopticism to Tesco’s Clubcard because from reading about Michael Foucault’s description of the panopticism to has many common foundations as the Clubcards.
The first quote from Michael Foucault, Discipline and Punish (London, Penguin, 1977) that relates Panopticism to the clubcard is ,” This surveillance is based on a system of permanent registration: reports from the syndics to the intendants, from the intendants to the magistrates or mayor”. The system of permanent registration is a form of surveillance from the Panoptigon but this form of surveillance also takes place with Clubcards as the customer is aware that their registration by using there card is being watched by the company/ Magistrates who are ready to take action when necessary.
Leading on from Tesco’s being aware of the registration of the use of a clubcard they now have centralisation and power over the user similar to the following quote, “ The magistrates have complete control over medical treatment; they have appointed a physician in charge; no other practitioner may threat, no apothecary prepare medicine, no confessor visit a sick person without having received from him a written note to prevent anyone from concealing and dealing with those sick of the contagion, unknown to the magistrates”. This registration gives the vital information to Tescos to give them the power to decide what offers they would like to send you within your next bill similar to the actions from the magistrates demonstrating their power and centralisation.
Also “He Is seen, but he does not see; he is the object of information, never a subject in communication” relates to the clubcard as he is seen when using his card but doesn’t see anyone in return, and has the object of information when using his card but different the quote above he is the subject of communication as he receives offers from the store.
“Hence the major effect of the panopticon: to induce in the inmate a state of conscious and permanent visibility that assures the automatic functioning of power.” This also works with the customer always in the state of conscious of their transactions being watched and gives them the idea that the company can give them offers with again gives the company the permanent power and function.
To conclude the panopticon and clubcard both offer constant judgement, permanent registration and power and centralisation.
