Amazon and the self

摘要: In his classic book on the information society Castells described relationship between "the self and net". The rise of Internet giants such as Google, Apple Amazon, have been spectacular successes an unprecedented scale. However, we with these companies is characterized by ambiguity; one hand it part daily life, searching for or buying a book, through personalized easy-to-use services. On other hand, dominant position actors raises concerns privacy, monopoly power. this paper try to make sense asymmetrical relationships, propose way forward achieve more balanced relationship. Our empirical framing investigation evolution years 1995-2013. We analyze company at two levels, focusing first individual interaction then level infrastructure. For customers infrastructure not visible, although aggregates personal behavioral are basis rich set "individualized" interactions company. basic asymmetry cannot be solved level. therefore call new kind institution, discuss some alternative strategies..