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The characteristics of surveillance historically changed from policing to commercial, from enforcement to seduction, from suppressive involvement to voluntary participation, and from the clear distinction between the observer-the observed to blurring distinction. Formation of new surveillance is closely related to the misinterpretation of individualsÂ’ freedom to choose. Voluntarily participating in surveillance as a new form of surveillance leads to consumerist manipulation rather than to critical participation. New surveillance shows how dehumanization occurs through overhumanization.