Case Studies: Datafication

These two case studies examine datafication—the transformation of everyday activities into data that can be collected, analyzed, and monetized—and its implications for power, autonomy, and fairness.

Case 1 explores how social media platforms, through control over vast datasets and opaque algorithms, have become influential actors in political campaigns. By shaping visibility, information flow, and engagement, these platforms can subtly influence political opinions, mobilization, and voting behaviour, raising concerns about democratic accountability and the concentration of informational power.

Case 2 focuses on retail services and loyalty programs, using the Tesco Clubcard controversy to illustrate how data collection is embedded in essential consumer activities. It highlights tensions between business efficiency and consumer rights, particularly around consent, data minimisation, and the lack of meaningful choice when access to basic goods is made conditional on personal data disclosure.

Together, the cases show how datafication restructures social and economic interactions, often shifting power away from individuals toward platforms and corporations, and underline the need for transparency, regulation, and user autonomy.