Theodore Vail- network effect- the value of goods/ services only increases as more people use it.

Norbert Wiener- feedback loop theory- prediction of behavior based on our own digital habits.

Robin Dunbar- Dunbar number- maximum number of people within a network which is 150.

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

I would say big businesses benefit more as they can predict individuals behavior to tailor ads towards them, therefore they are benefiting as more people will buy there products. Also dunbars number shows that individuals can only have relationships with 150 people therefore being able to connect with hundreds of people have no real benefit to there lives.