ABSTRACT
This chapter focuses on the mythological dimension of big data, because author believe that 'deconstructing the technological hype' around big data is of central importance if we really want to start to address its social and political implications. The author highlights the importance of the ethnographic method for the study of digital activism, and he argues that it is essential that we gain a 'thick understanding' of activists' political projects and cultures when we analyze their internet uses. In analyzing activists' relationships to corporate web 2.0 platforms, author thus argues that it is essential that peoples move away from the understanding of digital production as merely the production of data that can be turned into commodity. In one way or another all the different chapters in this book explored the multiple, contradictory, and fascinating ways in which activists negotiate with the corporate structure of web technologies.
