Samenvatting
Innovations in media and technology have changed the way we communicate and what is communicated about us. Mass media and interpersonal media are now complemented with a new mode of interaction, mass self-communication. This is highly visible in mediation through social media technologies (like social network sites, micro blogging and social tagging). One of the promises of these changes is the fact that the user will be more empowered and able to communicate with a similar impact and audience as mass media (e.g. magnifying consumer voices). However, the user is not the only one who benefits from mass self-communication. The online marketing industry is also flourishing, especially with regard to the enormous amounts of raw personal data, which can be harvested and shaped into highly efficient marketing products (e.g. user tailored ads that are send to potential buyers only). The commodification of personal identifiable information challenges the so-called user empowerment, especially for digital privacy, and thereby intensifying the risk of user disempowerment.
In this paper we critically examine the processes of corporate dataveillance, i.e. the personal data collection for commercial use. We want to examine how data collection in the American social network site LinkedIn is done and to what extent this can empower or disempower users' privacy control. After framing the new potential of mass self-communication, we elaborate on Coté and Pybus' immaterial labour 2.0. This shows two critiques on mass self-communication. Firstly, users need to acquire new skills to use these media and, secondly the products, self-generated expressions, are monetised to create attractive content and to segment users into interesting targeted marketing niches. Due to this monetisation, users are not free to control what content they receive or can access from other users. Next we discuss the process of personal data gathering by focussing on Personal Identifiable Information (PII) and their collecting tools as a main research unit instead of Clarke's more value laden Privacy Invasive Technology (PIT) concept.
The theoretical perspective is substantiated by an extensive exploration and categorisation of PII collection methods. The empirical research is part of the four year Flemish research project 'EMSOC - User Empowerment in a Social Media Culture' (Belgium), investigating the empowering and disempowering role of social media on the levels of inclusion, literacy and privacy. The first mapping is based on systematic desk research for collecting the relevant PII gathering tools and strategies. Secondly we map the underlying business structure through which PII passes as a commodity. Lastly, we compare the potential of mass self-communication to the actual practices of LinkedIn.
The output of this paper is threefold. First the study evaluates the meaning of PIT versus PII and proposes to use PII as a more adequate unit of measurement. Secondly it gives an extensive overview of the context of data collection by describing the various PII gathering practices on LinkedIn. Lastly the research results combine the context of collection with the economic context of PII distribution in commercially driven dataveillance.
In this paper we critically examine the processes of corporate dataveillance, i.e. the personal data collection for commercial use. We want to examine how data collection in the American social network site LinkedIn is done and to what extent this can empower or disempower users' privacy control. After framing the new potential of mass self-communication, we elaborate on Coté and Pybus' immaterial labour 2.0. This shows two critiques on mass self-communication. Firstly, users need to acquire new skills to use these media and, secondly the products, self-generated expressions, are monetised to create attractive content and to segment users into interesting targeted marketing niches. Due to this monetisation, users are not free to control what content they receive or can access from other users. Next we discuss the process of personal data gathering by focussing on Personal Identifiable Information (PII) and their collecting tools as a main research unit instead of Clarke's more value laden Privacy Invasive Technology (PIT) concept.
The theoretical perspective is substantiated by an extensive exploration and categorisation of PII collection methods. The empirical research is part of the four year Flemish research project 'EMSOC - User Empowerment in a Social Media Culture' (Belgium), investigating the empowering and disempowering role of social media on the levels of inclusion, literacy and privacy. The first mapping is based on systematic desk research for collecting the relevant PII gathering tools and strategies. Secondly we map the underlying business structure through which PII passes as a commodity. Lastly, we compare the potential of mass self-communication to the actual practices of LinkedIn.
The output of this paper is threefold. First the study evaluates the meaning of PIT versus PII and proposes to use PII as a more adequate unit of measurement. Secondly it gives an extensive overview of the context of data collection by describing the various PII gathering practices on LinkedIn. Lastly the research results combine the context of collection with the economic context of PII distribution in commercially driven dataveillance.
Originele taal-2 | English |
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Titel | SCommunication Policy & Technology section for IAMCR Conference ‘Cities, Creativity and Connectivity’, 13-17 July 2011, Istanbul, Turkey |
Status | Published - 17 jul 2011 |
Evenement | Unknown - Duur: 17 jul 2011 → … |
Publicatie series
Naam | SCommunication Policy & Technology section for IAMCR Conference ‘Cities, Creativity and Connectivity’, 13-17 July 2011, Istanbul, Turkey |
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Conference
Conference | Unknown |
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Periode | 17/07/11 → … |