the proposal:



This thesis proposal focuses in incorporating attributes from the social media networks tools in add-ons designs to engage larger number of users in unfolding and understanding their participation in the Web 2.0.

A web browser add-on, plugin or extension is a software component able to change the web browser user interface (e.g. Firefox, Chrome or Safari) without directly affecting the original content of a website.

The thesis proposal is the Add-Knowledge Add-on Tutorial Collection. It consists of a service which integrates a website and a compilation of add-ons. Each Add-on consists in a tutorial, which focuses in conveying one specific concept from the Web 2.0 culture. One add-on has been further developed as a low-fi prototype and can be already experienced from the website. That is The Data Broker Add-on.

Add-Knowledge Add-on Tutorial Collection low-fi Prototype & Website Demo



Data Brokers add-on detects and shows invisible data broker trackers and ad trackers placed on web pages by Facebook, Google, and thousands of other companies interested in sucking data of your personal activity.


prosthetic identity

prosthetic identity
Negotiating the Self in the Era of the Web 2.0


The research question of this thesis reads as follows:

How can the discipline of design uncover, expose and challenge the structures of power and domination in the context of social media networks?

The purposes of this thesis has been to understand and determine how we define our identities and socialize as a result of our participation with social media networks or the so-called Web 2.0.

Today everyone is part of the Web 2.0. The decrease of the costs of computers and smartphones, the increase of the availability of high-speed Internet connection, combined with free access to online services and easy-to-use editing software tools have lead anyone to create digital content and personal networks in no time. The social media networking landscape is now dominated by corporate giants such as Facebook, Twitter, and Google.

Social media represents tools such as professional or non-professional social networking sites, blogs, microblogs, content communities, wikis, podcasts, forums, bookmarking, and sharing tools. However, in a world controlled by the neoliberal financial system and consumer culture:

Which are the real agendas of social media networks?

What social really means in today’s social media?

What is our role as individuals in this highly interconnected system?

To construct a comprehensive view of the topic, this thesis’ research program has integrated methods and techniques typically associated with interdisciplinary research, critical theory, critical conscientization theory, as well as critical design.



School of Arts and Communication (K3) > Faculty of Culture and Society > Malmö University, Malmö, Sweden.

Time & Location

December 2015. Malmö, Sweden



This project was carried out during the Master Thesis I course coordinated by Elisabet M. Nilsson and supervised by Per Linde, as part of the Interaction Design Master Course of the School of Arts and Communication (K3) at Malmö University, Malmö Sweden


Neoliberalism, Web 2.0, Social Media Networks, Identity, Dividual, Surveillance,

Tracking, Data Centrism, Individual Commodification, Aesthetics, Paranoia, Narcissism, Online Activism, Awareness, Learning, Web Browser Add-ons

Thesis pdf

Isabel Valdés Marín. All rights reserved. © 2018