Abstract

Living in the digital world, we have little choice but to share our personal data with big tech companies. These companies use our data to direct our attention so that they can make money from advertising. In a so-called surveillance society, we stand in an asymmetrical power relationship to these companies (and sometimes governments) and have little to no control over what happens to our data. Our dependence on these asymmetrical relationships is increasing as “big tech” uses the information it gathers about us to cater to our personal habits and desires.