When digital capitalism takes (on) the neighbourhood : data activism meets place-based collective action

Recent social movement scholarship has highlighted the instrumental and material roles played by digital technologies in supporting collective action and new cultures of organizing. This research seldom considers the symbolic role of digital technologies and data. However, the extraction and exploitation of data, described as data colonialism, facilitate novel opportunities for capitalist expansion in the everyday. Extensive data appropriation and commodification have led to a growing interest in data activism which challenges dominant data politics. Focusing on the intersection of data activism and local organising of collective action, this article examines two cases of how Big Tech disrupts everyday life and becomes a grievance used for mobilisation. With these cases, we illustrate how protest campaigns react to Google's aim to colonise both digital and physical spheres of life. The first case concerns the creation of a Google Campus in Berlin, while the second focuses on the Sidewalk Toronto urban development project led by the Google subsidiary, SideWalk Labs. Both projects were met with resistance comprising elements of data activism, mobilised as the Fuck Off Google and #blocksidewalk campaigns. Beyond rallying local discontent around impending gentrification and increased housing prices, the campaigns raised awareness about digital giants' unethical data practices and underscored alternative human-centric technologies and data politics. Employing frame analysis, we elaborate on the intersecting dynamics of traditional, community-based grassroots mobilisation and data activism against Googlization and explore the potentialities and limitations toward contextualising collective action for (rather than in) the digital age.