by Lisa Herzog, Stephan Jonas, Philipp Kellmeyer, Karola Kreitmair, Michael Klenk, Eva Kuhn, and Kai Spiekermann
Facebook, Amazon, Apple, Microsoft, and Google, often referred to as Big Tech, know more about you than your closest friends and family. They know who you are talking to and what you are talking about, what you are buying or are thinking of buying, how much money you have, and what your fears and desires are. What a few years ago may have sounded like a dystopic vision, is today a reality of our online life (our ‘onlife’). In this setting, even Facebook’s plans of introducing their own currency, Libra, does not seem out of the ordinary.
While users of digital technology operate on an implicit assumption of trust this trust is misguided. The trouble is not merely that a given company records user behaviour within its own digital ecosystem but that companies integrate virtually all of our online activities from a plethora of sources, thereby making us transparent and vulnerable to observation, manipulation, and exploitation.
Tracking personal data streams has become the dominant business model of the web. What this means is that when a service is ‘free’ on the web, your data is the payment that sustains the business model. In this internet of humans, in which personal data have become the most valuable commodity, we have no meaningful control over who has access to such information and no power to amend, correct, or withdraw it. In light of recent push-back against online privacy violations, e.g. Facebook losing users and facing a $5bn fine after the Cambridge Analytica scandal, as well as a growing public animosity towards big tech (so-called tech-lash), companies have learned that user privacy concerns could hurt their revenue streams and thus should not be ignored. Unsurprisingly, most proposals by tech representatives intended to address these issues involve a thorough revision of privacy laws and some form of making money by selling privacy privileges, such as subscription models that permit the use of apps without providing data or enduring ads.
One could argue that people concerned with their privacy should just stop using online services altogether. But given the pervasiveness of interconnected digital technology, this is unrealistic. Read more »