Freedom of choice


The emerging Internet of Things raises questions about the individual freedom of ‘real’ choices. If each single moment of our body is tracked in the perpetual competition of everyday life – whether with yourself, your family of, yes, also your neighbourhood – for an apparent improvement of performances, how much will it be left to any form of individual decisions? If the way we brush teeth, eat, sleep and so on, is tracked to sent data off to the market, where is our individuality? Is still individuality a concept belonging to the 2.0 society?

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