Abstract
Free online services have become an essential part of onlife experience in the digital society. And yet, such digital gifts can be argued to represent a modern-day Trojan horse. This paper advances the theory that, far from being “free”, the digital gift economy disempowers and disenfranchises users, eroding privacy and promoting inequality. It concludes that what is needed to improve the situation is better taxation and stricter regulation of the advertising industry.
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