Abstract

A critique of tension problems between ethics and digital media is elaborated. It focuses on the automation of human referents, subjected to digital control through big data algorithms, accentuating historical data as distinctions that modify reali-ty. This ranges from the robbery of leisure time, to exhausting material resistance, mixing the imperative of innovation, efficiency and excellence in a constant torrent of notifications, reminders and interrelationships. This forges anxieties and wears out of an intense longing, causing a sense of constant accomplishment: being a con-sultant and entrepreneur is the goal of freedom as self-sacrifice.