Living in a GAFA World – Google Apple Facebook Amazon

Google Apple Facebook Amazon


by Guest Blogger John Mikton

Think of what Google, Apple, Facebook and Amazon services and products you use daily. How much are they a vehicle for communications, work, social life, purchases and tasks? How often do you connect to them? Count the number. How many? Surprised? Now, out of the 4 companies, how many do you use? Or do you not use any of these four companies ever? The reality is that you probably use at least one, if not all of the four, very frequently.

Welcome to the “GAFA” (Google, Apple, Facebook, Amazon) world. The”GAFA” world is where most of humanity’s internet users and consumers work, communicate, socialize, learn, entertain themselves, and share, in services provided by one, two, three or all four of these companies: the “GAFA” grids.

We have become comfortable with “GAFA’” being part of our lives in multiple venues, and as a result, schools, educators, students and parents are investing significant amounts of monies into “GAFA”. It is an essential component of our ability to function at school and at home, and the collective convenience and seamless experience of “GAFA” intoxicates us.

In Terry Heick’s thoughtful article “How Google Impacts The Way Students Think”,  he highlights how learners working in a Google ecosystem develop an appetite for a black and white information age.  The expectation? Immediate answers, 24/7. The convenience of this immediacy creates an illusion of thinking, but actually disengages the user from deep critical thinking. It does this by simplifying the process of gathering information and giving the impression it is all connected.

In order to have a constant infusion of innovation and creativity, “GAFA” also hungers for start-up companies. By absorbing these companies, they are able to facilitate the pollination of ideas, products and services and enrich their ability to generate more seamless methods of connectivity. In this way “GAFA’s” largeness and versatility is engrained in all aspects of our lives

This innovation also provides “GAFA” with opportunities to tie our lives closer together with multiple platforms and venues in a frictionless environment. Examples of this reach are Amazon’s cloud service, which hosts large architectures of company websites, services, and databases, including the CIA’s; Google moving into the home with Nest and pursuing the development of artificial intelligence (Dark Blue Labs and Vision Factory); Apple’s acquisition of Affectiva, a company that specializes in emotion recognition, and investments in health apps and services; and Facebook’s expansion into virtual reality.  Making its services ubiquitous, as with the “free wi-fi-with-check-in ”in hotels and small businesses. Its purchase of “Whatsapp” is another example of how a “GAFA” company spent billions on an innovative service.

The algorithms provide a treasure trove of information with which to understand our behavior, habits, aspirations and desires.  In Raffi Khatchadourian’s  article “We Know How You Feel”, we are reminded that the hunger for data is tied to a hunger for emotional interactions. In Shelley Podolyn’s New York Times article, “If an Algorithm Wrote This, How Would You Even Know?”,  she highlights the level of sophistication of writing algorithms generating news articles and books. In tandem, the growth of “The Internet of Eyes“ in objects we interact with, as part of the “ Internet of Things.” brings about a new dynamic to data mining. It is a reminder that many of these algorithms being designed within “GAFA” play an almost non-negotiable role in our lives.

Many schools believe that their curriculum’s should allow for authentic connections to the world around them. What about “GAFA”?  Should we as learners, guides, mentors, and facilitators highlight “GAFA”? Is this important? Should its presence be considered in our learning outcomes?  To ignore “GAFA” is to create a disconnect with present changes that are reshaping all of our lives. It sidelines a reality that is the future. What does “GAFA” mean, to us, our schools, community and educational institutions? Schools have a responsibility to ensure this is part of the curricular discourse.  We need to construct learning moments and scaffold time to pause, reflect, understand, explain and critically think about what it is to live in a “GAFA” world.

If personal privacy, independent thought, critical thinking, differentiation, balanced perspectives, mindfulness and our capacity to be unique are in our school’s mission, we need to address what it means to be curated by “GAFA”.  Will we not lose an important aspect of humanity, if we continue to ignore “GAFA”?


P.S: Next time you are at a Starbucks drinking your coffee remember that the free wifi is a “GAFA”


This post was written by guest blogger John Mikton. Would you like to contribute to the International School Technology blog?  Send us an email at


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