Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.17645/mac.v9i4.4085 |
Resumo: | Social media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware of targeted political advertising say that it is not acceptable. This intrusion on personal privacy is viewed as problematic by users and activists alike. The overarching goal of this article is to elaborate on social media users’ privacy perceptions and potential regulating behaviors in the face of political microtargeting. This work is theoretical in nature. We first review theoretical and empirical research in the field of political microtargeting and online privacy. We then analyze how privacy is experienced by social media users during political microtargeting. Building on our theoretical analysis, we finally suggest clear-cut propositions for how political microtargeting can be researched while considering users’ privacy needs on the one hand and relevant political outcomes on the other. |
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Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviorsonline privacy; political microtargeting; social media affordances; social media privacy modelSocial media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware of targeted political advertising say that it is not acceptable. This intrusion on personal privacy is viewed as problematic by users and activists alike. The overarching goal of this article is to elaborate on social media users’ privacy perceptions and potential regulating behaviors in the face of political microtargeting. This work is theoretical in nature. We first review theoretical and empirical research in the field of political microtargeting and online privacy. We then analyze how privacy is experienced by social media users during political microtargeting. Building on our theoretical analysis, we finally suggest clear-cut propositions for how political microtargeting can be researched while considering users’ privacy needs on the one hand and relevant political outcomes on the other.Cogitatio2021-11-18info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.17645/mac.v9i4.4085oai:ojs.cogitatiopress.com:article/4085Media and Communication; Vol 9, No 4 (2021): Algorithmic Systems in the Digital Society; 158-1692183-2439reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://www.cogitatiopress.com/mediaandcommunication/article/view/4085https://doi.org/10.17645/mac.v9i4.4085https://www.cogitatiopress.com/mediaandcommunication/article/view/4085/4085Copyright (c) 2021 Johanna Schäwel, Regine Frener, Sabine Treptehttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessSchäwel, JohannaFrener, RegineTrepte, Sabine2022-12-20T10:58:03Zoai:ojs.cogitatiopress.com:article/4085Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:20:44.049236Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
title |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
spellingShingle |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors Schäwel, Johanna online privacy; political microtargeting; social media affordances; social media privacy model |
title_short |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
title_full |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
title_fullStr |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
title_full_unstemmed |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
title_sort |
Political Microtargeting and Online Privacy: A Theoretical Approach to Understanding Users’ Privacy Behaviors |
author |
Schäwel, Johanna |
author_facet |
Schäwel, Johanna Frener, Regine Trepte, Sabine |
author_role |
author |
author2 |
Frener, Regine Trepte, Sabine |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Schäwel, Johanna Frener, Regine Trepte, Sabine |
dc.subject.por.fl_str_mv |
online privacy; political microtargeting; social media affordances; social media privacy model |
topic |
online privacy; political microtargeting; social media affordances; social media privacy model |
description |
Social media allow political parties to conduct political behavioral targeting in order to address and persuade specific groups of users and potential voters. This has been criticized: Most social media users do not know about these microtargeting strategies, and the majority of people who are aware of targeted political advertising say that it is not acceptable. This intrusion on personal privacy is viewed as problematic by users and activists alike. The overarching goal of this article is to elaborate on social media users’ privacy perceptions and potential regulating behaviors in the face of political microtargeting. This work is theoretical in nature. We first review theoretical and empirical research in the field of political microtargeting and online privacy. We then analyze how privacy is experienced by social media users during political microtargeting. Building on our theoretical analysis, we finally suggest clear-cut propositions for how political microtargeting can be researched while considering users’ privacy needs on the one hand and relevant political outcomes on the other. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-11-18 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.17645/mac.v9i4.4085 oai:ojs.cogitatiopress.com:article/4085 |
url |
https://doi.org/10.17645/mac.v9i4.4085 |
identifier_str_mv |
oai:ojs.cogitatiopress.com:article/4085 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://www.cogitatiopress.com/mediaandcommunication/article/view/4085 https://doi.org/10.17645/mac.v9i4.4085 https://www.cogitatiopress.com/mediaandcommunication/article/view/4085/4085 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Johanna Schäwel, Regine Frener, Sabine Trepte http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Johanna Schäwel, Regine Frener, Sabine Trepte http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Cogitatio |
publisher.none.fl_str_mv |
Cogitatio |
dc.source.none.fl_str_mv |
Media and Communication; Vol 9, No 4 (2021): Algorithmic Systems in the Digital Society; 158-169 2183-2439 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130655192252416 |