{"id":5127,"date":"2014-04-04T07:36:45","date_gmt":"2014-04-04T07:36:45","guid":{"rendered":"https:\/\/www.revistarambla.com\/gran-hermano-en-el-supermercado\/"},"modified":"2014-04-04T07:36:45","modified_gmt":"2014-04-04T07:36:45","slug":"gran-hermano-en-el-supermercado","status":"publish","type":"post","link":"https:\/\/www.revistarambla.com\/en\/gran-hermano-en-el-supermercado\/","title":{"rendered":"GRAN HERMANO EN EL SUPERMERCADO"},"content":{"rendered":"

\t\"alt\"Asociamos<\/span> la compra<\/span> en el supermercado<\/span> a modernidad<\/span>, autonom\u00eda<\/span>, libre<\/span> elecci\u00f3n<\/span>, pero<\/span> hay pocos<\/span> lugares<\/span> en el mundo<\/span>, que<\/span> formen<\/span> parte<\/span> de nuestra<\/span> vida<\/span> cotidiana<\/span>, tan controlados<\/span> y monitoreados<\/span> como<\/span> dichos<\/span> establecimientos<\/span>.<\/p>\n

\t\u00a0<\/p>\n

\t\u00a0<\/p>\n

<\/p>\n

\tAsociamos<\/span> la compra<\/span> en el supermercado<\/span> a modernidad<\/span>, autonom\u00eda<\/span>, libre<\/span> elecci\u00f3n<\/span>, pero<\/span> hay pocos<\/span> lugares<\/span> en el mundo<\/span>, que<\/span> formen<\/span> parte<\/span> de nuestra<\/span> vida<\/span> cotidiana<\/span>, tan controlados<\/span> y monitoreados<\/span> como<\/span> dichos<\/span> establecimientos<\/span>. Tras<\/span> nuestra<\/span> adquisici\u00f3n<\/span>, aunque<\/span> no lo parezca<\/span>, hay mucho<\/span> en juego<\/span>. De aqu\u00ed<\/span> que<\/span> en un supermercado<\/span> nada queda<\/span> al azar<\/span>. Todo<\/span> est\u00e1<\/span> pensado<\/span> para<\/span> que<\/span> compremos<\/span>, y cuanto<\/span> m\u00e1s<\/span> mejor<\/span>.<\/strong><\/p>\n

\t\"alt\"<\/strong><\/p>\n

\t\u00a0<\/p>\n

\t\u00a0<\/p>\n

\tUn laboratorio<\/span> llamado<\/span> ‘s\u00faper<\/span>‘<\/strong><\/p>\n

\tLlegamos<\/span> al ‘s\u00faper<\/span>‘ y unos<\/span> carteles<\/span>, en general de colores<\/span> claros<\/span>, nos dan<\/span> la bienvenida<\/span> anim\u00e1ndonos<\/span> a entrar<\/span>, a menudo<\/span> acompa\u00f1ados<\/span> de ofertas<\/span> reclamo<\/span> que<\/span> anuncian<\/span> precios<\/span> muy<\/span> baratos<\/span>. Cogemos<\/span> el carrito<\/span> de la compra<\/span>, tan grande<\/span> que<\/span> mucho<\/span> hay que<\/span> llenarlo<\/span> para<\/span> que<\/span> no parezca<\/span> vac\u00edo<\/span>, y empezamos<\/span> la b\u00fasqueda<\/span> de lo que<\/span> necesitamos<\/span> por<\/span> innumerables<\/span> pasillos<\/span> con estanter\u00edas<\/span> rebosantes<\/span> de productos<\/span>. El carro<\/span> por<\/span> m\u00e1s<\/span> que<\/span> lo lleves<\/span> recto siempre<\/span> gira<\/span> de cara<\/span> al estante<\/span> y all\u00ed<\/span> ves<\/span>, como<\/span> quien<\/span> no quiere<\/span> la cosa<\/span>, un nuevo<\/span> art\u00edculo<\/span> que<\/span> no esperabas<\/span> y lo sumas<\/span> al pedido<\/span>.
\t\u00a0<\/p>\n

\tNecesitas<\/span> leche<\/span> y yogures<\/span> y toca<\/span> atravesar<\/span> todo<\/span> el centro<\/span> comercial<\/span> para<\/span> conseguirlos<\/span>. \u00bfPor<\/span> qu\u00e9<\/span> pondr\u00e1n<\/span> siempre<\/span> lo que<\/span> m\u00e1s<\/span> te<\/span> hace<\/span> falta<\/span> al final del establecimiento<\/span>? De camino<\/span>, un hilo<\/span> de m\u00fasica<\/span> con ritmo<\/span> suena<\/span> de fondo<\/span>, ni<\/span> lo escuchas<\/span> pero<\/span> all\u00ed<\/span> est\u00e1<\/span> anim\u00e1ndote<\/span> a comprar<\/span>. Miras<\/span> precios<\/span> y no entiendes<\/span> porqu\u00e9<\/span> nunca<\/span> los importes<\/span> son redondos<\/span>, siempre<\/span> acaban<\/span> con decimales<\/span>, haciendo<\/span> muy<\/span> dif\u00edcil<\/span> la comparaci\u00f3n<\/span> entre<\/span> unos<\/span> y otros<\/span>. Suerte<\/span> que<\/span> te<\/span> fijas<\/span> en todos<\/span> aquellos<\/span> que<\/span> acaban<\/span> en 9, y as\u00ed<\/span> ahorras<\/span> un poco<\/span>. Aunque<\/span>, tal<\/span> vez<\/span>, tampoco<\/span> haya<\/span> tanta<\/span> diferencia<\/span> entre<\/span> pagar<\/span> un c\u00e9ntimo<\/span> m\u00e1s<\/span> o menos<\/span>. Eso<\/span> s\u00ed<\/span>, el producto<\/span> parece<\/span> m\u00e1s<\/span> barato<\/span>.
\t\u00a0<\/p>\n

\tToca<\/span> pararse<\/span>, dos carritos<\/span> con gente<\/span> comprando<\/span> en medio<\/span>. Y me pregunto<\/span>, \u00bfpor<\/span> qu\u00e9<\/span> har\u00e1n<\/span> los pasillos<\/span> tan estrechos<\/span>? En fin. Aprovecho<\/span> para<\/span> mirar<\/span> a un estante<\/span> y a otro<\/span> y all\u00ed<\/span> est\u00e1<\/span> esa<\/span> bolsa<\/span> de patatas<\/span> fritas<\/span> que<\/span> no me conviene<\/span> mir\u00e1ndome<\/span> de frente<\/span>. Va<\/span>, no vendr\u00e1<\/span> de aqu\u00ed<\/span>… \u00a1al carro<\/span>! Avanzo<\/span> ahora<\/span> buscando<\/span> el paquete<\/span> de arroz<\/span> que<\/span> necesito<\/span> pero<\/span> ya<\/span> lo han<\/span> cambiado<\/span> otra<\/span> vez<\/span> de lugar<\/span>. No entiendo<\/span> por<\/span> qu\u00e9<\/span> cada<\/span> x tiempo<\/span> mueven<\/span> los productos<\/span> de sitio<\/span>. Cuando<\/span> ya<\/span> me s\u00e9<\/span> la ruta<\/span> de memoria<\/span>, me toca<\/span>, de nuevo<\/span>, dar<\/span> mil vueltas<\/span> antes de encontrar<\/span> lo que<\/span> necesito<\/span>. Eso<\/span> s\u00ed<\/span>, al reaprender<\/span> el camino<\/span> descubro<\/span> nuevos<\/span> productos<\/span> con los que<\/span> antes ni<\/span> me hab\u00eda<\/span> fijado<\/span>.
\t\u00a0<\/p>\n

\tS\u00f3lo<\/span> me queda<\/span> coger<\/span> el detergente<\/span>. En la droguer\u00eda<\/span> y a la altura<\/span> de los ojos<\/span> veo<\/span> esa<\/span> marca<\/span> que<\/span> dicen<\/span> por<\/span> la tele<\/span> deja<\/span> la ropa<\/span> tan limpia<\/span>. Tomo<\/span> el envase<\/span> y, por<\/span> casualidad<\/span>, miro<\/span> el precio<\/span>… \u00a1qu\u00e9<\/span> caro<\/span>! Devuelvo<\/span> la unidad<\/span>. Observo<\/span> arriba<\/span> y abajo<\/span> en la estanter\u00eda<\/span> y all\u00ed<\/span> encuentro<\/span> otra<\/span> marca<\/span> menos<\/span> conocida<\/span> pero<\/span> m\u00e1s<\/span> econ\u00f3mica<\/span>. Me agacho<\/span> y la agarro<\/span>. \u00bfPor<\/span> qu\u00e9<\/span> la pondr\u00e1n<\/span> en un lugar<\/span> m\u00e1s<\/span> dif\u00edcil<\/span> de coger<\/span>? Llega<\/span> el momento<\/span> de pasar<\/span> por<\/span> caja<\/span>. En la cola y aburrida<\/span> por<\/span> la espera<\/span> veo<\/span> esos<\/span> chocolates, caramelos<\/span>, golosinas<\/span>… y a solo un palmo<\/span>. Imposible<\/span> decir<\/span> \u00abno\u00bb. Venga<\/span>, un d\u00eda<\/span> es<\/span> un d\u00eda<\/span>, a la cesta<\/span>.
\t\u00a0<\/p>\n

\tAnalizando<\/span> mi \u00abrecorrido<\/span>\u00ab, me planteo<\/span> \u00bfcu\u00e1ntas<\/span> cosas<\/span> he comprado<\/span> que<\/span> no necesitaba<\/span>? \u00bfHe adquirido<\/span> los productos<\/span> que<\/span> me interesaban<\/span>? Se calcula<\/span> que<\/span> entre<\/span> un 25% y un 55% de nuestra<\/span> compra<\/span> es<\/span> compulsiva<\/span>, fruto<\/span> de est\u00edmulos<\/span> externos<\/span>. Lo metemos<\/span> en el carro<\/span> aunque<\/span> no nos haga<\/span> falta<\/span>. Y al pasar<\/span> ante una<\/span> estanter\u00eda<\/span>, un 20% compramos<\/span> antes la marca<\/span> que<\/span> se encuentra<\/span> a la altura<\/span> de los ojos<\/span> que<\/span> otra<\/span> cualquiera<\/span>, s\u00f3lo<\/span> por<\/span> comodidad<\/span>, aunque<\/span> esas<\/span> otras<\/span> sean<\/span> m\u00e1s<\/span> baratas<\/span>. Sin ser<\/span> conscientes<\/span>, somos<\/span> conejillos<\/span> de indias<\/span> en un gran<\/span> laboratorio<\/span> llamado<\/span> ‘s\u00faper<\/span>‘.<\/p>\n

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\tSonr\u00ede<\/span>, te<\/span> graban<\/span><\/strong><\/p>\n

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\tNuestros<\/span> movimientos<\/span> en un supermercado<\/span> nunca<\/span> pasan<\/span> desapercibidos<\/span>, una<\/span> c\u00e1mara<\/span> u otra<\/span>, colocada<\/span> aqu\u00ed<\/span> o all\u00e1<\/span>, lo registra<\/span>. Pero<\/span>, \u00bfqu\u00e9<\/span> se hace<\/span> con esas<\/span> im\u00e1genes<\/span>? \u00bfSabemos<\/span> cu\u00e1ndo<\/span> nos est\u00e1n<\/span> grabando<\/span>? \u00bfPodemos<\/span> acceder<\/span> a esas<\/span> filmaciones<\/span>? El profesor<\/span> Andrew Clement de la Universidad de Toronto y fundador<\/span> del Instituto<\/span> de Identidad<\/span>, Privacidad<\/span> y Seguridad<\/span> se\u00f1ala<\/span> nuestra<\/span> indefensi\u00f3n<\/span> ante estas<\/span> pr\u00e1cticas<\/span>. Seg\u00fan<\/span> un estudio<\/span> llevado<\/span> a cabo<\/span> por<\/span> su<\/span> equipo<\/span> en Canad\u00e1<\/span>, ninguna<\/span> de las<\/span> c\u00e1maras<\/span> colocadas<\/span> en los mayores<\/span> centros<\/span> comerciales<\/span> canadienses<\/span> cumpl\u00eda<\/span> los requisitos<\/span> de se\u00f1alizaci\u00f3n<\/span> a los que<\/span> obligaba<\/span> la Ley<\/span>. Aqu\u00ed<\/span>, en Europa<\/span>, la pol\u00e9mica<\/span>, tambi\u00e9n<\/span>, est\u00e1<\/span> servida<\/span>. No tenemos<\/span> ni<\/span> idea de qu\u00e9<\/span> ni<\/span> c\u00f3mo<\/span> ni<\/span> cu\u00e1ndo<\/span> graban<\/span> ni<\/span> qu\u00e9<\/span> hacen<\/span> con las<\/span> im\u00e1genes<\/span>.
\t\u00a0<\/p>\n

\tLa cadena<\/span> de supermercados<\/span> Lidl<\/span> protagoniz\u00f3<\/span> uno<\/span> de los mayores<\/span> esc\u00e1ndalos<\/span> cuando<\/span>, en marzo<\/span> del 2008, se descubri\u00f3<\/span> que<\/span> espiaba<\/span> sistem\u00e1ticamente<\/span> a sus<\/span> trabajadores<\/span> en varios<\/span> establecimientos<\/span> de Alemania<\/span> mediante<\/span> mini-c\u00e1maras<\/span> colocadas<\/span> en lugares<\/span> estrat\u00e9gicos<\/span>. Cada<\/span> lunes<\/span>, seg\u00fan<\/span> destap\u00f3<\/span> el semanario<\/span> alem\u00e1n<\/span> Stern, un equipo<\/span> de detectives instalaba<\/span> entre<\/span> cinco<\/span> y diez<\/span> c\u00e1maras<\/span> a petici\u00f3n<\/span> de su<\/span> direcci\u00f3n<\/span> con el pretexto<\/span> de evitar<\/span> robos<\/span>. Sin embargo, dichas<\/span> c\u00e1maras<\/span> serv\u00edan<\/span> para<\/span> controlar<\/span> a los trabajadores<\/span>, grabar<\/span> sus<\/span> conversaciones<\/span> y elaborar<\/span> detallados<\/span> perfiles<\/span> personales<\/span>. No se trata<\/span> de un caso<\/span> aislado<\/span>. Su competidora<\/span> Aldi<\/span> fue<\/span> acusada<\/span>, en marzo<\/span> del 2013, de espiar<\/span> a sus<\/span> empleados<\/span> en varios<\/span> supermercados<\/span> de Alemania<\/span> y Suiza<\/span> mediante<\/span> c\u00e1maras<\/span> ocultas<\/span>, seg\u00fan<\/span> filtr\u00f3<\/span> la revista<\/span> alemana<\/span> Spiegel.<\/p>\n

\t\u00a0<\/p>\n

\tAqu\u00ed<\/span>, la Agencia<\/span> Espa\u00f1ola<\/span> de Protecci\u00f3n<\/span> de Datos<\/span> abri\u00f3<\/span> un proceso<\/span> sancionador<\/span> a Alcampo<\/span> por<\/span> espiar<\/span> a sus<\/span> trabajadores<\/span>. A finales del 2007, Alcampo<\/span> instal\u00f3<\/span> en secreto<\/span> en un hipermercado<\/span> de Ferrol<\/span> tres<\/span> c\u00e1maras<\/span> ocultas<\/span> en espacios<\/span> reservados<\/span> al personal. Semanas<\/span> despu\u00e9s<\/span>, utiliz\u00f3<\/span> el contenido<\/span> de dichas<\/span> cintas<\/span> para<\/span>\u00a0 despedir<\/span> a un empleado<\/span> y sancionar<\/span> a otros<\/span> once.
\t\u00a0<\/p>\n

\tLos consumidores<\/span> somos<\/span>, tambi\u00e9n<\/span>, objeto<\/span> de voyeurismo<\/span>. Lo \u00faltimo<\/span>, lo estren\u00f3<\/span> la cadena<\/span> de supermercados<\/span> Tesco, a finales del 2013, en Gran Breta\u00f1a<\/span>. La empresa<\/span> instal\u00f3<\/span> en 450 gasolineras<\/span> peque\u00f1as<\/span> c\u00e1maras<\/span> con el objetivo<\/span> de escanear<\/span> el rostro<\/span> de sus<\/span> clientes<\/span> en la cola del establecimiento<\/span> a fin de detectar<\/span> su<\/span> edad<\/span> y sexo<\/span> y ofrecerles<\/span> la publicidad<\/span> m\u00e1s<\/span> acorde<\/span> a sus<\/span> perfiles<\/span>. La pel\u00edcula<\/span> de ciencia<\/span> ficci\u00f3n<\/span> ‘Minority Report’ de Steven Spielberg hecha<\/span> realidad<\/span>, aunque<\/span> los anuncios<\/span> personalizados<\/span> a partir<\/span> de la lectura<\/span> de la retina, como<\/span> sal\u00eda<\/span> en el film, parece<\/span> no tendr\u00e1n<\/span> que<\/span> esperar<\/span> al 2054.
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\tNuestra<\/span> vida<\/span> en una<\/span> tarjeta<\/span><\/strong>
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\t\u00ab\u00bfTiene<\/span> tarjeta<\/span> cliente<\/span>?\u00bb, ya<\/span> es<\/span> un ritual que<\/span> nos lo pregunten<\/span> al pasar<\/span> por<\/span> caja<\/span>. Y si<\/span> no la tienes<\/span>, nos ofrecen<\/span> un mar de ventajas<\/span>, descuentos<\/span> y recompensas<\/span> tras<\/span> la misma<\/span>. De este<\/span> modo<\/span>, corremos<\/span> a rellenar<\/span> el formulario<\/span>, apuntando<\/span> todos<\/span> nuestros<\/span> datos<\/span>, sin apenas<\/span> leer lo que<\/span> firmamos<\/span>, para<\/span> poder<\/span> acceder<\/span> cuanto<\/span> antes a tan fant\u00e1sticas<\/span> promociones<\/span>. Sin embargo, \u00bfqu\u00e9<\/span> sucede<\/span> con la informaci\u00f3n<\/span> que<\/span> damos<\/span>? \u00bfQui\u00e9n<\/span> la usa<\/span>? \u00bfPara qu\u00e9<\/span> fines? Esto<\/span> es<\/span> algo<\/span> que<\/span> no nos cuentan<\/span> al registrarnos<\/span>.
\t\u00a0<\/p>\n

\tLos supermercados<\/span> son los reyes<\/span> de las<\/span> tarjetas<\/span> de fidelizaci\u00f3n<\/span>. Nos ofrecen<\/span> regalos<\/span>, descuentos<\/span>, puntos<\/span>… si<\/span> una<\/span> vez<\/span> y otra<\/span> y otra<\/span> y otra<\/span> pasamos<\/span> por<\/span> su<\/span> caja<\/span>. M\u00e1s<\/span> all\u00e1<\/span> de contar<\/span> con nuestra<\/span> fidelidad<\/span>, las<\/span> empresas<\/span> de la gran<\/span> distribuci\u00f3n<\/span> buscan<\/span>, mediante<\/span> estas<\/span> tarjetas<\/span> cliente<\/span>, conocerlo<\/span> todo<\/span> o casi<\/span> todo<\/span> de nuestra<\/span> vida<\/span> privada<\/span>: qui\u00e9nes<\/span> somos<\/span>, qu\u00e9<\/span> edad<\/span> tenemos<\/span>, estado<\/span> civil, preferencias<\/span>, hobbies. Al margen<\/span> de lo que<\/span> dice la ficha<\/span> que<\/span> rellenamos<\/span>, las<\/span> compras<\/span> peri\u00f3dicas<\/span> que<\/span> realizamos<\/span> quedan<\/span>, a partir<\/span> de entonces<\/span>, registradas<\/span> para<\/span> siempre<\/span> en nuestro<\/span> archivo<\/span>: si<\/span> nos gusta<\/span> o no el chocolate, si<\/span> preferimos<\/span> la carne al pescado<\/span>, qu\u00e9<\/span> caf\u00e9<\/span>, pastas, bebidas<\/span>, conservas<\/span>, verduras<\/span>… tomamos<\/span>. Lo saben<\/span> todo<\/span>.
\t\u00a0<\/p>\n

\tLas compa\u00f1\u00edas<\/span> almacenan<\/span> estos<\/span> datos<\/span> y los utilizan<\/span> v\u00eda<\/span> marketing para<\/span> mejorar<\/span> sus<\/span> ventas<\/span>. As\u00ed<\/span>, conocen<\/span> qui\u00e9n<\/span> consume qu\u00e9<\/span> y cu\u00e1ndo<\/span>, pudiendo<\/span> realizar<\/span> exhaustivos<\/span> perfiles<\/span> de sus<\/span> compradores<\/span>. A partir<\/span> de ese<\/span> momento<\/span>, nos ofrecen<\/span> todo<\/span> aquello<\/span> que<\/span> \u00abnecesitamos<\/span>\u00bb y lo compramos<\/span> encantados<\/span>. Nuestra<\/span> vida<\/span> privada<\/span> en manos<\/span> de las<\/span> empresas<\/span> se convierte<\/span> en una<\/span> nueva<\/span> fuente<\/span> de negocio<\/span>. Nosotros<\/span>, ni<\/span> nos enteramos<\/span>.<\/p>\n

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\tEl rastro<\/span> de lo que<\/span> compramos<\/span><\/strong><\/p>\n

\t\u00a0<\/p>\n

\tDicen<\/span> que<\/span> comprar<\/span> en el supermercado<\/span> del futuro<\/span> ser\u00e1<\/span> m\u00e1s<\/span> pr\u00e1ctico<\/span>, c\u00f3modo<\/span>, \u00e1gil<\/span>, r\u00e1pido<\/span> y no tendremos<\/span> que<\/span> hacer<\/span> colas ni<\/span> pasar<\/span> por<\/span> caja<\/span>. Todo<\/span>, gracias<\/span>, entre<\/span> otros<\/span>, a la tecnolog\u00eda<\/span> de identificaci\u00f3n<\/span> por<\/span> radiofrecuencia<\/span> o etiquetas<\/span> RFID. Unas<\/span> etiquetas<\/span> que<\/span> contienen<\/span> un microchip y que<\/span> registran<\/span> informaci\u00f3n<\/span> detallada<\/span> sobre<\/span> la \u00abvida<\/span>\u00bb del producto<\/span> en el que<\/span> se encuentran<\/span>. Son como<\/span> un n\u00famero<\/span> de serie<\/span> \u00fanico<\/span> que<\/span> almacena<\/span> y emite<\/span>, a trav\u00e9s<\/span> de una<\/span> antena<\/span>, datos<\/span> espec\u00edficos<\/span> sobre<\/span> ese<\/span> art\u00edculo<\/span>.<\/p>\n

\t\u00a0<\/p>\n

\tAs\u00ed<\/span>, en un futuro<\/span> no tan lejano<\/span>, parece<\/span>, podremos<\/span> entrar<\/span> en un supermercado<\/span>, coger<\/span> un carrito<\/span> de la compra<\/span> \u00abinteligente<\/span>\u00ab, cargarle<\/span> en su<\/span> base de datos<\/span> la lista<\/span> de la compra<\/span>, dejar<\/span> que<\/span> nos guie<\/span> al encuentro<\/span> de dichos<\/span> productos<\/span>, darnos<\/span> informaci\u00f3n<\/span> sobre<\/span> los mismos<\/span> e ir<\/span> calculando<\/span> el total que<\/span> llevamos<\/span> gastado<\/span>. Y al salir<\/span>, no ser\u00e1<\/span> necesario<\/span> pasar<\/span> por<\/span> caja<\/span>, al llevar<\/span> cada<\/span> producto<\/span> una<\/span> de estas<\/span> etiquetas<\/span> incorporadas<\/span>, una<\/span> antena<\/span> receptora<\/span> los identificar\u00e1<\/span> y el total nos ser\u00e1<\/span> cargado<\/span> directamente<\/span> en nuestra<\/span> cuenta<\/span>… y sin hacer<\/span> colas. \u00bfQu\u00e9<\/span> m\u00e1s<\/span> podemos<\/span> pedir<\/span>?<\/p>\n

\t\u00a0<\/p>\n

\tEl problema<\/span> reside, como<\/span> han<\/span> se\u00f1alado<\/span> grupos<\/span> de consumidores<\/span> en Estados<\/span> Unidos<\/span>, como<\/span> CASPIAN (Consumidores<\/span> contra la Invasi\u00f3n<\/span> de la Privacidad<\/span> de los Supermercados<\/span>) y EPIC (Centro de Informaci\u00f3n<\/span> sobre<\/span> Privacidad<\/span> Electr\u00f3nica<\/span>), en el control que<\/span> estos<\/span> sistemas<\/span> ejercen<\/span> sobre<\/span> las<\/span> personas. Nadie<\/span> evita<\/span>, por<\/span> ejemplo<\/span>, que<\/span> dichas<\/span> etiquetas<\/span> puedan<\/span> continuar<\/span> acumulando<\/span> informaci\u00f3n<\/span> una<\/span> vez<\/span> fuera<\/span> del supermercado<\/span>, siguiendo<\/span> cada<\/span> uno<\/span> de los pasos<\/span> de los productos<\/span> y de nosotros<\/span> como<\/span> consumidores<\/span>.<\/p>\n

\t\u00a0<\/p>\n

\tHoy<\/span>, encontramos<\/span> estas<\/span> etiquetas<\/span> RFID en algunos<\/span> productos<\/span> de los supermercados<\/span>, las<\/span> cuales<\/span> conviven<\/span> con los tradicionales<\/span> c\u00f3digos<\/span> de barras<\/span>. Su coste<\/span>, sin embargo, limita<\/span> de momento<\/span> y en parte<\/span> una<\/span> mayor generalizaci\u00f3n<\/span>. Aunque<\/span>, seg\u00fan<\/span> el Instituto<\/span> Nacional<\/span> de Tecnolog\u00edas<\/span> de la Comunicaci\u00f3n<\/span> y la Agencia<\/span> Espa\u00f1ola<\/span> de Protecci\u00f3n<\/span> de Datos<\/span> cada<\/span> vez<\/span> es<\/span> m\u00e1s<\/span> frecuente<\/span> encontrarlas<\/span> en el etiquetado<\/span> de prendas<\/span> de ropa<\/span> y calzado<\/span> as\u00ed<\/span> como<\/span> en sistemas<\/span> para<\/span> la identificaci\u00f3n<\/span> de mascotas<\/span>, tarjetas<\/span> de transporte<\/span>, pago<\/span> autom\u00e1tico<\/span> en peajes<\/span>, pasaportes<\/span>, entre<\/span> otros<\/span>, poniendo<\/span> en riesgo<\/span> nuestra<\/span> privacidad<\/span>.
\t\u00a0<\/p>\n

\tNos quieren<\/span> hacer<\/span> creer<\/span> que<\/span> los centros<\/span> comerciales<\/span> son sin\u00f3nimo<\/span> de libertad<\/span>. Ahora<\/span>, Caprabo<\/span> apela<\/span>, en su<\/span> publicidad<\/span>, al \u00ablibrecomprador<\/span>\u00bb que<\/span> llevamos<\/span> dentro<\/span>. \u00abTe<\/span> lo damos<\/span> todo<\/span> para<\/span> que<\/span> seas libre<\/span> de escoger<\/span> lo que<\/span> m\u00e1s<\/span> te<\/span> gusta<\/span>\u00ab, dice. Sin embargo, la libertad<\/span> de escoger<\/span> no est\u00e1<\/span> en el supermercado<\/span> sino<\/span> fuera<\/span> de \u00e9l<\/span>.<\/p>","protected":false},"excerpt":{"rendered":"

Asociamos la compra en el supermercado a modernidad, autonom\u00eda, libre elecci\u00f3n, pero hay pocos lugares en el mundo, que formen parte de nuestra vida cotidiana, tan controlados y monitoreados como dichos establecimientos. \u00a0 \u00a0<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[76],"tags":[],"class_list":["post-5127","post","type-post","status-publish","format-standard","hentry","category-barcelona"],"yoast_head":"\nGRAN HERMANO EN EL SUPERMERCADO - Revista Rambla<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.revistarambla.com\/en\/gran-hermano-en-el-supermercado\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"GRAN HERMANO EN EL SUPERMERCADO - 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