The abstract and a copy of the presentation that we (Mihaela Popescu & Lemi Baruh) made in IAMCR conference in Dublin are available below. The paper introduces the concept of “awareness paradox” to discuss privacy literacy in an era of Big Data analytics. Thanks to all listeners for their responses and questions. The full paper is still a work in progress.
Title: Digital Literacy & Privacy Self-governance: A Value-based Approach to Privacy in Big Data Ecosystems
Abstract: The growth of interactive and mobile technologies, which equip institutions with vast capabilities to amass an unprecedented amount of information about individuals, has enabled the development of new business models. These business models rely on data-mining techniques and real-time or near real-time Big Data analytics designed to uncover hidden patterns and relations. Increasingly, the use of personal information, including behavioral and locational data, for large-scale data mining is becoming a normative capital-generating practice.
This paper positions the discussion of privacy self-governance in the context of normative digital literacy skills. The paper seeks to unpack and question the nature of these apparently conflicting digital literacy competencies as they relate to current privacy policies in the United States, policies which emphasize individual responsibility, choice, and informed consent by educated consumers. Taking as the point of departure an exploration of what it means to be aware of privacy risks, the paper analyzes recent policy documents issued by governmental agencies as well as commercial discourse in marketing trade journals, in order to examine how state and market-based entities frame both the meaning of user privacy risk awareness and the meaning of voluntary opt-in into data collection regimes. Next, by referencing data collection and data mining practices in Big Data ecosystems, the paper discusses to what extent these differential framings translate into a coherent set of principles that position privacy education among the “new” literacies said to enhance individual participation in the digital economy. Given the “take it or leave it” approach adopted by corporations that engage in data collection and use, the paper questions the potential of digital literacy to translate into meaningful actions from users able to prompt a change in data practices that dominate the U.S. market. The paper concludes with a discussion of the policy implications of this “awareness paradox”—a concept that describes how more digital literacy about privacy may lead to a higher tendency for some users to withdraw themselves from the market for certain types of online services, which, in turn, my decrease the incentives for the market to cater to their privacy needs.
In case it is useful, please cite as: Popescu, M. & Baruh, L. (2013, June). Digital Literacy and Privacy Self-Governance: A Value-Based Approach to Privacy in Big Data Ecosystems. Paper presented at the annual meeting of the International Association for Media and Communication Research Conference, Dublin, Ireland.