Written by: Digital Democracy Now*
In the digital age, big tech companies like Google, Meta (formerly Facebook), Amazon, Apple, and Microsoft have become integral to our daily lives. From search engines and social media platforms to smart home devices and cloud services, these corporations have revolutionized how we communicate, work, and access information. However, their growing influence has raised significant concerns about surveillance and privacy invasion. As these companies collect, analyze, and monetize vast amounts of personal data, the line between convenience and intrusion has become increasingly blurred.
The data collection ecosystem
Big tech companies thrive on data. Data is money. Every click, search, like, and share generates valuable information about user behavior, preferences, and habits. This data was supposed to be used to improve services, personalize experiences, and target advertisements. Currently, however, the scale of data collection is staggering. Google processes over 8.5 billion searches per day. Facebook collects data not only from its platform but also from third-party websites and apps through tracking tools like the Facebook Pixel.
One of the problems lies in the opacity of this data collection process. Many users are unaware of the extent to which their information is being harvested, stored, shared and sold. Terms of service agreements are deliberatley lengthy and complex, leading to a phenomenon known as “consent fatigue,” where users blindly agree to terms without fully understanding the implications.
Surveillance Capitalism
The business model of big tech companies is often referred to as “surveillance capitalism,” a term coined by Harvard professor Shoshana Zuboff. In this model, personal data is treated as a commodity to be bought, sold, and traded. Advertisers and other third parties pay top dollar for access to highly targeted user profiles, enabling them to influence consumer behavior and even political outcomes.
The 2018 Cambridge Analytica scandal highlighted the dangers of this model. It was revealed that the personal data of millions of Facebook users had been harvested without their consent and used to create targeted political ads during the 2016 U.S. presidential election. This incident underscored the potential for big tech platforms to be weaponized for mass manipulation and surveillance.
Collaboration with government agencies and mass surveillance
Big tech companies are not just private entities; they often collaborate with governments, sometimes voluntarily and other times under legal compulsion. For example, the U.S. National Security Agency’s (NSA) PRISM program, revealed by Edward Snowden in 2013, involved the collection of user data from major tech companies like Google, Apple, and Microsoft. While these companies have since implemented stronger encryption and transparency measures, the incident raised questions about the extent of government access to private data.
In countries with authoritarian regimes, the collaboration between big tech and governments can have even more dire consequences. An example is facial recognition technology developed by companies like Amazon and Microsoft which has been used by law enforcement agencies to monitor and suppress dissent, raising ethical concerns about the role of tech companies in enabling state-sponsored surveillance and in some cases state oppression.
The privacy paradox
Despite growing awareness of privacy risks, many users continue to rely on big tech services, creating what is known as the “privacy paradox.” On the one hand, people express concern about their data being misused; on the other, they willingly trade privacy for convenience and free services. This paradox highlights the power imbalance between users and tech giants, who have little incentive to prioritize privacy over profit.
The need for accountability
In recent years, as awareness of these issues began to spread, there has been a push for greater accountability. Regulations like the European Union’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) aim to give users more control over their data. Tech companies have also introduced privacy-focused features, such as Apple’s App Tracking Transparency, which allows users to opt out of data tracking.
However, critics argue that these measures are not enough. Many companies continue to find loopholes or rely on “dark patterns”—design choices that manipulate users into making decisions that benefit the company rather than the individual. True change will require a fundamental shift in how big tech companies approach data collection and user privacy.
The road ahead
As technology continues to evolve, so too must our understanding of its implications for privacy and surveillance. Big tech companies have the resources and expertise to lead the way in creating a more ethical digital ecosystem, but this will require a commitment to transparency, accountability, and user empowerment. In the meantime, it is up to individuals, policymakers, and advocacy groups to hold these corporations accountable and demand a future where privacy is not sacrificed for profit.
*Written by: Digital Democracy Now with the help of AI for editing
