This article provides a theoretical discussion of the relationship between visibility and surveillance in the context of digital media from three intersecting perspectives. As its starting point the chapter takes the concept of the panoptic gaze to discuss how new media platforms can be understood as a site where social control is managed. In order to gain a better understanding of the relation described above the notion of synopticism and the interplay between new and old media is discussed. The third perspective to be examined is the individualization of surveillance and here the connection between digital media, empowerment and identity building is scrutinized. A conclusion that is drawn in this chapter is that it seems to have become more legitimate to watch others and to be watched by others in today's hybrid media culture. Visibility and surveillance has become, not only associated with monitoring by states and commercial sectors, but has also become a tool for political resistance as well as technology for subjects to build identity.