Although some scholars raise alarm about societal harm emerging from Big Data practices, critical social theory (CST) Information Systems research on the structures and dynamics driving Big Data practices is rare. In this research commentary, we interrogate how tech firms use social practices and platform design to strategically manipulate individuals into accepting datafication and data assetization that accrue positive data network effects for themselves and mostly negative data network effects (economic loss, social and privacy harm) for individuals. We draw on the ideas of Heidegger and Marcuse to critically question the Big Data paradigm in order to develop better understanding of the social implications for individuals and society.
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The Open Prison of the Big Data Revolution: False Consciousness, Faustian Bargains, and Digital Entrapment
It is argued that if the authors do not critically interrogate their false consciousness of the digital and understand how digital giants colonize their social systems by structurally embedding Big Data practices, they will continue to be susceptible to manipulation and digital entrapment.