Transparency
According to Wayland, Armengol and Johnson, when people talk about transparency, often, transparency is thought to be the antidote to data mining practices (p. 239), but the idea of transparency as seeing things are as they are is a myth (Fuchs, Boersma, Albrechtslund, & Sandoval 2012, p. 251). The idea of transparency as it is understood is just a myth (p. 253).
References:
Fuchs, C., Boersma, K., Albrechtslund, A., Sandoval, M. (Eds.) (2012). Internet and surveillance: The challenges of web 2.0 and social media. London: Routledge.