Who really benefits from a digitally networked society? Big business or individuals? Refer to ‘loop theory’ and the ‘Dunbar number’

In general, big businesses benefit from a digitally networked society more than individuals. Having society digital means that big companies have easy access to peoples personal data and are therefore able to track their behaviors in order to advertise their products to the consumer at a specific time or place. This relates to Norbert Weiner’s loop theory as this says that through tracking media, companies can target their desired customers.

How does big business benefit? What commodity do they trade in? Answer: predictive human behaviour. Write out an answer in your own words.

Big businesses benefit through predictive human behavior as they are able to predict what specific people eill