Abstract: In the era of digital capitalism, digital capital uses its own digital technology and capital power to penetrate the society, and affects and controls the behavior of each individual consumer by collecting and analyzing consumers’ Internet feedback data, such as consumption level and consumption tendency, etc.. Its ultimate goal is to fully control the overall production, consumption, circulation and distribution process of the society by capital, making the control and influence of capital reach an unprecedented level. However, this kind of control also produces new social contradictions and problems, such as new contradictions between labor and capital, more large-scale overproduction, and so on, which aggravates the crisis of capitalist society. Digital technology has a tendency of developing towards the opposite side of human being, the fundamental reason for it lies in that the existence of private ownership leads to the fact that technology is only mastered by a small number of people and only serves a small number of people.

Key words: big data, alienation, cybernetics, digital capitalism