Big Data Is Not Our Master. Humans create technology. Humans can control it.

Chris Hughes in New Republic: “We’ve known for a long time that big companies can stalk our every digital move and customize our every Web interaction. Our movements are tracked by credit cards, Gmail, and tollbooths, and we haven’t seemed to care all that much.
That is, until this week’s news of government eavesdropping, with the help of these very same big companies—Verizon, Facebook, and Google, among others. For the first time, America is waking up to the realities of what all this information—known in the business as “big data”—enables governments and corporations to do….
We are suddenly wondering, Can the rise of enormous data systems that enable this surveillance be stopped or controlled? Is it possible to turn back the clock?
Technologists see the rise of big data as the inevitable march of history, impossible to prevent or alter. Viktor Mayer-Schönberger and Kenneth Cukier’s recent book Big Data is emblematic of this argument: They say that we must cope with the consequences of these changes, but they never really consider the role we play in creating and supporting these technologies themselves….
But these well-meaning technological advocates have forgotten that as a society, we determine our own future and set our own standards, norms, and policy. Talking about technological advancements as if they are pre-ordained science erases the role of human autonomy and decision-making in inventing our own future. Big data is not a Leviathan that must be coped with, but a technological trend that we have made possible and support through social and political policy.”