Lecture 3 - Communication Science

Question 1

Privacy and persuasive communication =

Answer 1

• Study of contents, uses, and consequences of media and communication
• Communication that is intended to achieve specific persuasive goals
• “Activities that were once private or shared with few now leave trails of data that expose our interests, traits, beliefs and intentions”

Question 2

How does technological complexity about who collect data and why bring about uncertainty about consequences of privacy choices?

Answer 2

• Abstract types of data
• Data aggregation
• Context creep
• Agile turn

Question 3

Data brokers =

Answer 3

Companies that collect data themselves or buy it from other companies (like a credit card company), crawl the internet for useful information about users and aggregate that information with data from others sources (e.g. offline sources).

Question 4

Agile turn =

Answer 4

• Individuals and interactions over processes and tools
• Working software over comprehensive documentation
• Customer collaboration over contract negotiation
• Responding to change over a following plan

Question 5

Privacy paradox =

Answer 5

Users have a tendency towards privacy-compromising behaviour online which eventually results in a dichotomy between privacy attitudes and actual behaviour.

Question 6

Dark patterns =

Answer 6

Cognitive biases make rationality difficult and so-called ‘dark patterns’, or design tricks platforms use to manipulate users into taking actions they might otherwise have not, weaponize the design of built online environments to harm consumers and their privacy.
-> 57% of EU websites use such patterns
-> Suggestive colors, hiding privacy settings, defaults.

Question 7

Framing theory =

Answer 7

The reasons for not using a service or product are usually buried deeply in licence agreements or privacy policies we have to “consent” to before using. The reasons to use them, on the contrary, are promoted by the best advertising agencies in the world.

Question 8

Computational advertising =

Answer 8

Broad, data-driven advertising approach relying on or facilitated by enhance computing capabilities, mathematical models/ algorithms, and the technology infrastructure to create and deliver messages and monitor/ surveil an individual’s behaviours

Question 9

What are characteristics of computational advertising?

Answer 9

• Personalized
• Data-driven
• Interactive
• Continuous
• Measurable

Question 10

Privacy calculus =

Answer 10

When users have to decide whether to disclose personal information online, they balance the associated benefits and cost.

Question 11

Protection motivation theory =

Answer 11

Internet users’ desire to adjust the settings offered by advertising platforms so that they do not receive personalized ads/ disclose data. Training people can help to empower them.

Question 12

Dataveillance =

Answer 12

The automated, continuous, and unspecific collection, retention, and analysis of digital traces by state and corporate actors.

Question 13

Perceived surveillance =

Answer 13

The feeling of being watched, listened to, or having personal data recorded.