How web tracking changes user agency in the age of Big Data: The used user

Big Data enhances the possibilities for storing personal data extracted from social media and web search on an unprecedented scale. This paper draws on the political economy of information which explains why the online industry fails to self-regulate, resulting in increasingly insidious web-tracking technologies. Content analysis of historical blogs and request for comments on HTTP cookies published by the Internet Engineering Task Force illustrates how cookie technology was introduced in the mid-1990s, amid stark warnings about increased system vulnerabilities and deceptive personal data extractions. In conclusion, online users today are left with few alternatives but to enter into unconscionable contracts about the extraction of their personal data when using the Internet for private purposes.

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