Douglas Rushkoff
Rushkoff is known for his documentary The Merchants of Cool[1], and for the concept that "if something is free, you are the product". Rushkoff is known for examining the ideas of work and play, playground as factory and how people are both empowered and controlled by the digital space.
Rushkoff is also known for his book Program or Be Programmed, in which he urges people to take control of their ability to create rather than to consume. "I'm not asking you to know how your computer works and how to change the power supply or solder," he writes, "I'm asking that you understand the language, the interface, the software that the computer is using. You don't want your kids to be James Joyce, you just want them to learn how to write. If you are not prepared to program then you are being programmed."[2]
