Colonization of the Web: How is Capitalism using Big Data to favor its interests? (original) (raw)

Many privacy advocates have questioned the legitimacy of these databases containing personal information, very often sold and elaborated to create aggressive advertisement or to advise and improve companies’ business strategies as well as to support government surveillance. Others argue that these data, commonly called “Big Data” have an enormous potential and will improve our life and contribute to a very efficient society. The aim of this paper is to analyze the problems related to Big Data and their relationship with the capitalist mode of production. Social Big Data in the context of online service providers will be the principal realm of inquiry. Yet, to conduct this analysis I will draw on the ideas of Marcuse and I will follow a critical approach to technology.