What is Big Brother

Internet technologies have empowered consumers, giving them access to any information, allowing them to compare products against one another before they decide to buy. And when the product disappoints them, they can easily spread their disappointment. They have even the possibility to mobilize themselves to force businesses to comply to their demand. However, the corporations that provide the technologies are also the ones that continually surveil and create detailed profile of each individual consumer. It allows businesses that use these data to better seduce consumers to want and desire many things that they actually do not need. While there are concerns that consumers are vulnerable to informational manipulation, on the internet consumers are not passive audience. On the contrary, they can challenge businesses in many ways. Consumers can be surveilled by businesses, but the former can also put the latter under their collective social surveillance.