This presentation deals with the transformative potential of privacy as repertoires of everyday media practices. Reaching for (media) practice theory, privacy is understood as mundane routines, and their disruptions, in the management of information flows. Referring to own and contemporary interdisciplinary privacy research, I argue that societal transformation evolves from within privacy practices realized in iterative relations with others, media and societies as a whole. Exploring three key characteristics of privacy help illustrating this transformative potential in more detail. (1) Privacy is participative. It is not only about hiding, but also about purposefully sharing information in public and thus reaches beyond data protection. (2) Privacy is relational and evolves within communication networks. Privacy decisions have consequences for others and vice versa. (3) Privacy can pursue intended and mediated critical media practices, reflecting on and aiming to shape media infrastructures.​