Sociocybernetics and Lobbying in Digital Times: Siren Servers, Big Data and Future Control

Jaron Lanier (2013) coined the notion ‘siren servers’ to describe the relationship between information, technology and business. The interaction of these elements creates a model of perverse economy and political order. Big data is the new fashion and the key to control many aspects of social systems and future social decisions. Siren servers are powerful computers with non-transparent software that suck from the cloud, from the Internet and social networks all type of information of the users. Computers increase the capacity of calculus; this increases the capacity of anticipation and prognosis. Big data is not only massive amounts of data; it is also money, power and control. Free services, free accounts, free access is the song of the mermaid, from the sea of the data. Facebook, Amazon, Google Instagram, Twitter, … as many others use our data to make a profit. At the same time, digital sphere allows a non-traditional and complex way of lobbying. It is a circular system, a non-trivial machine where cognitive capture and social pressure have own systemic processes. In this paper, first, we propose a sociocybernetical framework to analyze and discuss these new social conditions and technological constraints. Second, we deep into digital sphere and model lobbying social interactions. Third, we propose the “traceability” of public policies looking at revolving doors phenomena and power relations inside this digital media.