The essay proposes to use alienation as a heuristic and conceptual tool for the analysis of the impact of digital information and communication technologies (ICTs) on users. It follows a historical materialist understanding, according to which data can be considered as things produced in an industrial fashion. A representational interpretation, according to which data would merely reflect a given reality, is untenable. It will be argued instead to understand data as an additional layer which has a transformative impact on reality (...) as a whole. The analysis follows the early Marx in thinking of alienation as a structural condition which holds even if it is not experienced psychologically by users. Alienation means that the desire to express oneself and achieve social recognition, self-realization, and participation through the use of ICTs is incongruent to the inherent purposes and functions of these technologies. Digital platforms create the ideological illusion that users contribute to the production of data solely for their own gratification. Users, in turn, react to structural alienation either by internalizing it, in which case they may become enthusiastic data producers, or by imposing alienating conditions on other users. Finally, it will be shown that a strong notion of privacy is less suited to articulate concerns about the impact of ICTs because it expresses a desire for privilege and individual control which has become unfulfillable in the environment of data industries. The essay closes by showing some of the changes in institutional structures and behavior that could follow from the focus on alienation. (shrink)