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I consider the practice of self-exposure on the Internet, especially on social media (Facebook, Instagram) as an application of the concept of the societies of control enounced by Gilles Deleuze, in the sense that in these networks without hierarchy, people share their private life but in the same time watch what everybody is doing. Thus emerges a new social norm that looks like auto-surveillance. People produce control over each other because they compare the data they share with the data their friends or followers share, it resembles a competition. Control outside the institutions, in a more insidious way.