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OneZero
The undercurrents of the future. A publication from Medium about technology and people.

Slogans

In OneZero. More on Medium.

The simple deception of Big Tech’s aspirations

Photo by Josh Couch

There’s a reason so many tech company slogans sound similar. It’s not just that they’re all trying to do the same thing — commodify human experience, sell it back to us, and pipe the tax-free profits offshore. It’s that the smooth straplines all work so hard to draw our attention away from that. But Big Tech’s cheery slogans reveal more than they mean to.

It’s late 2018. We’ve all reread our Hannah Arendt. We know organizations with totalizing worldviews love slogans that contain their own opposites. It’s all…

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