We’re receiving a large daily amount of information, accurately selected by smart designed algorithms. This information is used in different ways, for example on social media and for advertising. Often hidden so we are not aware of their presence. And often so smart that it can direct and change our behavior, leading us to spend money and buy more products.

We’re not just receiving information. In the information society people are continuously being monitored and personal data is being collected on a large scale. This data is needed to create the algorithms, consuming profiles and personalized advertisements. It is said that personal data is the new gold.

I wonder what the value of this collected data is and who is the owner. And to what extent does an ordinary citizen like me should have control about these profiles, created by unconsciously collected personal data?

In this performance, I am selling personal data about myself. I translated the emotional values into money and gave prices to the most personal details of my life. I created a sales setting in which I put the data for sale. In order to maintain control, I created a sales contract, which had to be signed by both the buyer and the seller.