Social Media Privacy and Security -- Tufts University EXP-50-CS Spring 2014: Social Media -- Lecture 5

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Social Media

Published on March 3, 2014

Author: jlittlew



Lecture 5 from Tufts University EXP-50-CS "Social Media: Participatory Culture and Content Creation in Society." View more at or contact @j_littlewood on Twitter.

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AGENDA • Twitter • Lightning Talks • Recap previous week: Media Theory; Economics • Reflections from assignment • Social Media Privacy • Next week

L I G H T N I N G TA L K S • A brief, seven minute presentation on a specific example of social media that describes it, analyzes it, and critiques it. • Live demo, slides or still images (4-5 recommended) • Based on the topic we are discussing that week • Starts next week:

LORI KENDALL: COMMUNITY AND THE INTERNET • “Community” is used ad nauseum in marketing speak • Actual community, or “networked individualism?” • No clear definition C E P A R F M O • Does Facebook have R community? • Does Reddit have community? Contance Porter Wikipedia 1. Purpose 1. Group Of People 2. Place 2. Who Interact Via 3. Platform Communication 4. Interaction Media Structure 5. Profit Model A L T S E W Mynatt Et All 1. Persistence 2. Periodicity 3. Boundaries 4. Engagement 5. Authoring K E Feenberg And Bakardjieva 1. Identification With Symbols/Ritual Practices 2. Acceptance Of Common Rules 3. Mutual Aid 4. Mutual Respect 5. Authentic Communication

MCLUHAN: CUBIST PA I N T I N G S • Example: Cubist paintings. (Nude Descending a Staircase, No. 2 by Macel Duchamp) • Painting vs. a melody — “what is it about?” • • R F Representation was the content P A Cwith Cubism dispenses Evia perspective R representation M O • Cubism is “about” the medium, more or less. Photo Credit: A L T S E W K E

DONALD NORMAN — AFFORDANCES • “Affordance” — what is/isn’t possible
 with the state of the world • Norman applied the term
 to a perceived dimension R F M O • A plate or button affords pushing C E P A • A bar or handle affords pulling R • What are some examples of 
 digital affordances? A L T S E W K E

S O C I A L M E D I A P R I VA C Y A N D S E C U R I T Y • Its all about the data. • What makes digital information different from other information? • 1) Permance to digital data • 2) Context is changeable — • 3) Portable • 4) No social cues • 5) Altered • 6) Don’t know who is accessing our data • 7) Open to access by more people; faster; distributed • 8) More deliberate; edited; planned • 9) Can be hidden from you; yet still associated with you • 10) Someone is probably making money — you have to spend money on digital systems — so someone needs to recoup it.

B O R N D I G I TA L : PA L F R E Y A N D G A S S E R • Digital Natives & Digital Immigrants • Digital identity • Problems • Solutions • Digital dossier • Problems • Solutions

TWO SURVEYS OF INTERNET USERS • boyd and Hargittai • Youth apparently do care about privacy, and often change their settings • Typically more worried about other people seeing you than institutions • More familiar you are with technology, more likely you are to engage in privacy settings • Pew Research Center • 28% try to hide from ads • 36% use a fake name or nickname • 33% are against internet anonymity • Young people do more to hide • … young people have more online

A L AW F I R M TA K E S O N S O C I A L M E D I A POLICIES • Written by a law firm, so different perspective than academics. • Facebook is a scapegoat. • Low comprehension of policies in general — poorly written, repetitious. Intentionally hard to decipher?

H O W D I D W E G E T H E R E ? — D I G I TA L IDENTITY • Mark Zuckerberg says: social norms have changed. • facebooks_zuckerberg_says_the_age_of_privacy_is_ov#awesm=~o wlxg0fOdK7hlC (2:29)

Z U C K E R B E R G I N 2 0 1 0 O N P R I VA C Y • "When I got started in my dorm room at Harvard, the question a lot of people asked was 'why would I want to put any information on the Internet at all? Why would I want to have a website?' • "And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time. • "We view it as our role in the system to constantly be innovating and be updating what our system is to reflect what the current social norms are. • "A lot of companies would be trapped by the conventions and their legacies of what they've built, doing a privacy change - doing a privacy change for 350 million users is not the kind of thing that a lot of companies would do. But we viewed that as a really important thing, to always keep a beginner's mind and what would we do if we were starting the company now and we decided that these would be the social norms now and we just went for it."

T H E M E S S AG E FAC E B O O K U S E R S S AW I N D E C E M B E R 2 0 0 9 . source: http:// index.php/fm/article/ viewArticle/3086/2589

T E R M S O F S E R V I C E A N D P R I VA C Y POLICIES • Can and do change •




H O W D I D W E G E T H E R E ? — D I G I TA L DOSSIER • Click tracking • Metadata • Facial recognition • Geolocation data • Digital is very trackable!

W H AT S T H E W O R S T T H AT C A N H A P P E N ? • MORIS Iris and Facial recognition: • ! • Why Privacy Matters: • alessandro_acquisti_why_privacy_matters.html


O N E S O LU T I O N — FA R O F F — I S A “ V R M ” • Doc Searls on vendor relationship management: •

KNOWLEDGE IS POWER • Track (and visualize!) the trackers • • Google Ad Settings — who does Google think you are? (and opt-out if you want to) • • Terms of Service; Didn’t Read •


SMALL GROUP EXERCISE • You are an on-campus group “Jumbos for Digital Privacy.” • Your charter is to educate and mobilize your peers to understand and take control over their digital footprint (their identity and dossier). • You are going to use social media marketing for outreach. • Develop a draft social media marketing plan from now till the end of the semester. Be realistic with time! • Audience: students (any particular segments? How does the research/ surveys help us here? Most at risk?) • Core Messages/Narratives: ______ • Messengers: ______ • Channels: ______ • Tactics/Content (5 most effective things to do, and why): ______

E X E RC I S E R E S U LT S • Tactics — Testimonials from • Group 1: • Audience — student influencers — juniors & seniors. • Messages/narrative - Digital ID is part of your future; easy for future employers to find info about you. Be careful and aware. • Messenger — authority — CDO, student influencer on Facebook (ppl get lots of likes) • Channels — Facebook — testimonials from employers (not a myth!) employers; live demo of an employer how they search info on you. • Group 3: • Tufts Daily • FB Class groups. ! • Posters of people and facts about ! • Group 2: expose people/selves — read a Tufts Daily article: this is what I found out about you while you were reading this article. • Narrative: look at how easy it is to find out about you. Do you want life to be that easily accessible? ! them from their social data. • - Organize a talk about privacy on campus and target everyone — take info on people who are here on facebook and showing info about them as a demo • Employer testimonials • Guidelines for online brochure on improving your privacy settings.

N E X T W E E K : I N F O R M AT I O N , CROWDSOURCING AND THE B I A S OF T H E F I LT E R BUBBLE • Wikipedia and Reddit’s hive- mind • Eroding of the line between rumor and truth • One third of U.S. adults get news via Facebook • The filter bubble

N E X T W E E K : I N F O R M AT I O N , C R O W D S O U R C I N G A N D T H E B I A S OF T H E F I LT E R B U B B L E • Reading: • Shirky, Clay. Here Comes Everybody. Chapters 3 and 4, Everyone Is a Media Outlet and Publish, Then Filter. Pp 55-108. • Pariser, Eli. The Filter Bubble: What the Internet is Hiding From You. Introduction. Pp. 1-20

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