Abstract: The premise of big data application is openness and sharing， which often lead to the disclosure of personal user privacy， resulting in privacy issues in the era of big data. The existence of privacy issues in the era of big data has become a fundamental challenge to the development of big data economy. The reason why privacy problems exist in the era of big data lies in the unique economic operation mode of big data based on privacy—privacy economy in the era of big data. The key feature of privacy economy is that personal privacy becomes the raw materials of data in the production process of big data. The essence of capitalist privacy economy in the era of big data is the exploitation of personal privacy by data and media enterprises. The expansion of privacy economy has given birth to the emergence of data factory society， in which the ultimate goal of ubiquitous surveillance is to realize the profits of data capitalists.

Key words: big data; privacy economy; privacy alienation; data factory society