Karl Marx believed that the product of human labor was separate from and hostile toward its maker. The same might be said of the product of our commercial activities on the Internet. You might not believe that your institutional doppelgänger works against you, but it does not seem like a stretch to argue that the sum of your activity as a consumer—your social-media posts, credit history, the freakishly accurate profile advertisers have of you—is its own creature, and can move about independently of you. You can also assign any number of automated tasks to your doppelgänger, which it will perform tirelessly.
Think about this – ways in which Marx’s theory of the alienation of labor can now be extended to consumption.
“The Afterlife of Pia Farrenkopf,” The New Yorker, March 27, 2014