NWCDTP Conference 2015
On Tuesday 13 October I presented my research at the Arts and Humanities Research Postgraduate Conference at Keele University. Here I presented a poster concerning the ethical problems with using audience data to generate personalised narrative content. You can read my abstract, and see the poster below.
Please find the conference programme here.
View the poster: Ethics Poster
Your TV is Watching You: The ethical concerns of using audience data in digital storytelling.
Perceptive Media is the consumption of media that has been dynamically adjusted, in real time, based on data about the audience on one or more devices. The concept is distinct from other personalised media as it collects data about the user without the need for explicit input. The poster will address three key ethical issues that arise from this type of media.
The first is what Pariser (2011) refers to as the ‘filter bubble’. Personalisation could create a lonely world that increasingly shrinks to only your own interests. This may remove the opportunity for collective experiences. On the other hand, Buja et al (2014) argues that the limiting effect of personalisation is offset by the ‘volume effect’ – promoting an increased consumption of media and creating more connections.
The second ethical consideration is how the data burden is placed on the user not the sender. For example, if you choose to read an article you noticed on social media, before you get to the site a range of filters are applied to tailor the article just for you. Once open, you will find personalised adverts that have been generated using your networks data allowance, rather than the advertisers.
The third concern is about whether the audience is truly informed of what data is being used, and at which point it is too personal. You may be willing to share your general location but not than your online dating preferences. This needs careful thought from broadcasters in the UK, where the government is pushing for access to personal data via the Draft Communications Data Bill (2012), nicknamed the Snoopers Charter.
Buja, A, Fleder, D, Hosangar, K, Lee, D, (2014) ‘Will the Global Village Fracture into Tribes: Recommender Systems and Their Effects on Consumers’, Management Science 4, pp: 805-823
House of Lords and House of Commons (2012) Draft Communications Data Bill Joint Committee – First Report, Available at: http://www.publications.parliament.uk/pa/jt201213/jtselect/jtdraftcomuni/79/7902.htm (Accessed 12 August 2015).
Pariser, E, (2011) The Filter Bubble: What the Internet is Hiding From You, New York,The Penguin Press,