In this work, an analytical approach is made to the possibility of conceiving the human being as a totally free individual within the knowledge society by interpreting it as a set of spontaneous technological and social phenomena that shape the character of our current reality. Likewise, some conditioning aspects of collective behavior are analyzed, using it as an analytical category with the aim of deciphering conditioning mechanisms that underlie the avatars offered by technology. The result is the revelation of the emergence of the so-called big-data-brother as a disruptive element of the traditional symbiotic balance between the individual, collective behavior and society. The historical and social preconditions of this technological phenomenon of exploitation of our behavioral surplus through metadata or the risk-opportunity balance of the constant process of technological advancement are part of the conclusions to be drawn based on some theoretical assumptions of the Social Theory of Interactionism. Symbolic