Big Tech Platforms: What Are the Limits to “Big Brother” Surveillance and Influence?

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Gawer, A. Big Tech Platforms: What Are the Limits to “Big Brother” Surveillance and Influence?. NIM Marketing Intelligence Review, 2024, Sciendo, vol. 16 no. 2, pp. 30-35. https://doi.org/10.2478/nimmir-2024-0014

Year

2024

Authors

Annabelle Gawer

Publication title

Big Tech Platforms: What Are the Limits to “Big Brother” Surveillance and Influence?

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NIM Marketing Intelligence Review

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Keywords: Big Tech Platforms, Digital Platform Power, Digital Ecosystems, Datafication, Regulation, Self-Regulation

Abstract:
Over the past few years, Big Tech platforms have been experiencing increasing backlash. The criticism goes far beyond anti-competitive behavior and cuts to the core of societal values and fear for fundamental human rights and democracy. One reason is that online platforms take vast advantage of the behavioral habits of billions of users. This data becomes a key resource that platforms leverage to enhance digital services and enter new markets. With increasing influence, platforms often find it hard to resist the temptation to over-exploit their position. As a consequence, regulatory actions are required, either externally in the form of laws or internally through more balanced platform governance rules, or both. As public regulation is only gradually and locally being implemented and cannot possibly cover all critical aspects or be ahead of developments, self-regulation is necessary to prevent exploitation. Digital platforms have to act as private regulators of their own ecosystems and establish the rules through which their various users – individuals as well as organizations – interact.

Authors

Annabelle Gawer, Professor in Digital Economy & Director, Centre of Digital Economy (CoDE), Surrey Business School, University of Surrey

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