In the ever-evolving landscape of the digital age, the theories posited by Michel Foucault four decades ago provide an insightful lens through which to view our contemporary technological society. This article underscores the shift from modern reference disciplines, such as biology, political economy, and linguistics, to the emergent domains of cognitive and computer sciences. By exploring the personalization of online user experiences via data collection and behavioral microtargeting, the study highlights the nuances of modern surveillance. This new era of monitoring (...) bears a resemblance to Foucault’s concept of disciplinary power, marked by its subtle yet omnipresent control. In a world where digital oversight by governments and corporations is increasingly prominent, the relevance of Foucault’s ideas becomes significant for deciphering and traversing the intricate landscapes of power and surveillance in the digital age. (shrink)