Exposing the hidden costs of ‘free’: Personal data commodification in the digital economy via X.0 Theory, Fuzzy Delphi, thematic analysis, and problem-solving frameworks

Hamid  Mattiello

doi:10.59400/jps2330

Hamid Mattiello University of Applied Sciences (FHM), 33602 Bielefeld, Germany

Article ID: 2330

Keywords: free cheese and mousetrap; commodification of personal data; digital economy; hidden costs; hybrid warfare; emerging technologies the X.0 Wave/Age Theory; Seven Pillars of Sustainability Model (7PS); TRIZ Algorithm; problem-solving frameworks

Abstract

In this article, various techniques such as Fuzzy Delphi, thematic analysis method, and Creative Problem Solving (TRIZ Algorithm) are investigated to model the antecedents and consequences of personal data commodification in the digital economy in the post-truth world, through the X.0 wave/era theory. The article’s findings highlight and reveal the hidden costs of ‘free’ products and services that are offered in exchange for personal data. To address these issues, there is a growing need for increased regulation and transparency in the digital economy, as well as greater awareness among consumers about the value of their personal data and their rights to privacy. The article draws upon the metaphor of ‘free cheese and mousetrap’, which emphasizes how individuals can be lured into providing their personal data, only to be exploited or used for someone else’s benefit. Additionally, this article addresses three topics that have become increasingly relevant in recent years. Firstly, it is crucial to, beware of products that appear to be free—they’re not intended for your benefit, but rather to exploit you as a commodity. Secondly, the article examines the ‘velvet revolution’ that has taken place, which has facilitated the commodification of personal data in the digital economy. Thirdly, the article explores the intersection of hybrid, cognitive, and disinformation warfare with information disorder, which is used to control social and cultural capital.

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