Communication Theories : Privacy And Personalized

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International Master’s in International Communication Studies Communication Theories Privacy and personalized advertising in social media. José Manuel Galiano García 104461015 Professor Sewen Sun Taipei, Taiwan December, 2015 Contents I. Introduction 3 II. Privacy as a framework 4 Privacy Perspectives 6 A. Privacy as Subject 7 B. Privacy as Object 7 III. Regulation 7 C. Privacy-by-design 8 D. Data protection regulation 8 E. US Do-Not-Track Online Act 8 IV. Conclusion and Recommendations for future research 9 V. Bibliography 11 I. Introduction For long time marketers have collected data to help in making decisions (Caudill & Murphy, 2000), as E-commerce has become an important part of everyday…show more content…
Algorithms sort their behavior and user-generated content (UGC) for economic benefits derived from big data (Rob, Ralf, & Jo, 2014). Once datasets are scrutinized, it is possible to use such knowledge to reach potential customers targeting them based on the mined data. Such targeting is referred to as personalized advertising and has changed from paper surveys designed to determine consumer demographics and preferences to large-scale physical (loyalty card-based), online and mobile data mining applications (Finn, L. Finn, & Wadhwa, 2014). II. Privacy as a framework Today as the Internet penetration increases and many services are evolving to the digital era, organizations have attempted to identify, categorize and profile consumers to brand a more effective selling tactic in addition, to offer products more relevant to consumers’ interests.(Finn et al., 2014). On the commercial verge this gives many potential benefits to the development of successful marketing strategies. But on the other side there are widespread concerns about loss of users’ privacy (Guha et al., 2010). Privacy advocates have criticized the systems on which personalized advertising is based. Privacy is a very complex concept however, Solove (2008) describes privacy as a sweeping concept, encompassing – among other things – freedom of thought, control over one’s body, privacy in one’s home, control regarding personal information, freedom from surveillance,
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