Abstract
This study explores the privacy paradox, data surveillance capitalism and the emergence of digital labour in contemporary digital privacy debates. The privacy paradox is a tension where individuals express concern for their personal data but continue to engage with platforms that extract it relentlessly. This contradiction is reinforced through interface design and discursive framing of privacy as a negotiable trade-off rather than a non-negotiable right. Surveillance capitalism amplifies this paradox by harvesting personal data and metadata to produce predictive products for ...