Institutionalization of Digital Surveillance in the Platform Economy: Threats to Subjectivity and Protection Mechanisms

The article examines the institutionalization of digital surveillance as a new mode of socio-economic control in the context of surveillance capitalism and the platform economy. The study focuses on algorithmic coercion as a latent mechanism of corporate and state power exercised through predictive analytics, scoring systems, data extraction, and behavioral regulation. Digital infrastructures are interpreted not as neutral technical tools, but as instruments of hidden domination that reshape access to labor, services, and social recognition. Particular attention is paid to three core mechanisms of algorithmic control: infrastructural exclusion, preventive risk management, and the architecture of choice, which restricts individual autonomy without explicit coercion. The article also compares Western corporate-platform and Eastern state-centered models of digital surveillance and demonstrates their structural convergence in hybrid forms of algorithmic governance. The research is based on an interdisciplinary economic and managerial approach combining comparative analysis, discourse analysis, and socio-economic hermeneutics. The scientific novelty of the study lies in identifying the institutional fusion of corporate and state surveillance regimes and in systematizing the main mechanisms of digital coercion in platform-based environments. The findings show that digital coercion undermines subjectivity, weakens privacy, and transforms freedom of choice into a programmable variable. The article substantiates the need for institutional safeguards, including independent algorithmic audits and the right to explanation of automated decisions, as essential mechanisms for protecting digital subjectivity.