Resisting Commodification: Subverting the Power of the Global Tech Companies

Abstract

In our digitised world, information and communication technologies (ict s) are used everywhere. In schools all over the world the well-known, easy-to-use, and highly affordable Google Education is used, but is this a safe and sustainable solution? A number of services online are free in terms of users not having to pay any money for their usage, but many companies, of which Google is one, instead make their money from the exploitation of what is labelled non-personal user data, Big Data, which is harvested from the users of their free services. This type of data mining or data harvesting can be used for other purposes as well, such as for intelligence reasons, where a foreign power may capitalise on user data from another country, but it may also be to control a country’s own population. Asymmetrical power distribution is inevitable and, drawing on Deleuze and Guattari’s theories of power and subversion, my aim is to increase the awareness of the non-monetary costs involved in the choice of ict s and highlight ways to shift the inherent hierarchic power. A text analysis, based on policy documents and articles focusing on online privacy, data harvesting and user commodification, studies how legislators, journalists, as well as governmental and other organisations negotiate and sometimes subvert the hierarchic power of the global tech companies in order to protect privacy, integrity and democracy as well as the profit margin of companies. The paper highlights the need for legislation and education, an enhanced ict literacy, in the field.