"These are the guys that were
too tough for the chain gang."
~ Bomber
Back in the mists of time, at the dawn of the World Wide Web, the promise of an open, decentralized, disaggregated network seemed to stretch limitlessly past the horizons of doubt and cynicism. Most iconically, John Perry Barlow's A Declaration of the Independence of Cyberspace began with the stirring, uh, rejection: "Governments of the Industrial World, you weary giants of flesh and steel, I come from Cyberspace, the new home of Mind. On behalf of the future, I ask you of the past to leave us alone. You are not welcome among us. You have no sovereignty where we gather."
Suffice to say, this stern invocation has not aged well. For one thing, Barlow's declaration is merely concerned with governments, and doesn't mention corporations. Perhaps this was because Barlow delivered these remarks at the World Economic Forum in Davos, Switzerland, in 1996, and the matter required a certain deference. Perhaps he was under the sway of the idea – fashionable at the time – that history had indeed ended, with democracy and neoliberalism the unquestioned victors. Perhaps corporations, and capital generally, were not such a matter of concern twenty years ago as they are today. Nevertheless, in only a few years, the Wild West promise of the Web led to the giant pile-on of capital that would fuel the first dotcom bubble and its subsequent collapse, around 2001.
The resurrection of internet entrepreneurship following that first, intemperate bender resulted in a different model, with a somewhat subtler promise. ‘Web 2.0', as it was popularized circa 2004, was premised on the idea that information was no longer static, and that participants could interact with content, and that content could be assembled, on the fly, for a specific viewer. A bit further behind the scenes, Web 2.0 benevolently assumed a rich ecosystem of application programming interfaces that would allow for seamless communication of data requests between platforms that were burgeoning with information. You can think of an API as recipe book for how to interact with a given site's data, or a membrane that allows certain requests and not others.
So our notion of the Web was abstracted upwards, from scrappy libertarians doing whatever they wanted in some curiously disembodied space, to one that was more about to giving platforms the freedom they needed to interact with one another. This had several consequences (and I realize that I am being very simplistic here, but bear with me for the sake of the subsequent argument). On the one hand, the stage was set for the evolution of social media networks, which are more or less the ne plus ultra of Web 2.0. On the other, and inseparable from the first, was the growth of the vast and unregulated infrastructure that tracked users' online behavior.