The Icentered Privacy paradigm
Iprivacy looks at privacy through the Icentered paradigm lens. It is based on an “I hold the master key to my privacy management.” principle. It reverses the basic way in which we are used to think that some of our privacy must be jeopardized if we want to improve the relevance of our interactions.
The evolvement of web based platforms,( mobile, cloud computing), social networks, online marketing ( behavioral targeting, social marketing)… strengthen the acuteness of privacy issues regarding data collection, use of information, 3rd party data brokerages, privacy policies, trust, transparency……
Today the entire tradeoff concept hinges on a premise that it is a web resource that serves many users, and therefore users need to provide it with filters so that they can be given a prismatic view. Most privacy related discussions are centered on how best to protect consumer privacy while supporting information sharing and relevance enhancement. It evolves around privacy management in relation to social networking, cloud computing, online behavioral targeting, advertising, mobile marketing, and the collection and use of information by retailers, data brokers, third-party applications, and other diverse businesses.
The site-centered paradigm catch
The motivation behind providers’ behavioral targeting and data gathering is to have enough visibility about a potential consumer, to create personalized targeting so as to lure her to use the to-be-offered/advertised product/service because of its relevance.
The whole system is based today on the axiom that providers can’t get, or at best can only get a limited and fragmented part of that visibility and information willingly and openly from the consumer, hence all the back office operations of providers to get it none the less. It is combined, at the same breath, with data security and privacy policies, promises to respect users’ data, which we have no way of knowing to what extent are nothing more than a lip service.
Site centered leaves us no options. I don’t like exposing, and even if I am willing to, I find myself depending on one-sided privacy and trust management policies of providers. I can choose to agree to these policies, and enter the site – or decline and go away.
The trade-off between personalization and privacy depends today on one-sided (the providers’) trust management policies dictated to us, yet no transparent visibility is provided to assist us in determining whether they just talk the talk or indeed walk the walk as well. It led to extreme efforts of companies to reach hegemony and control over users’ data and information – giant wars that induce a growing fear from BIG Brother” hovering over our web life.
How can I, the user, cope with that?
- Do I trust them? Am I relieved with privacy assurances provided by the sites with which I interact
- Do they abuse this trust?
- Do I have any means to check?
- Do I really know what knowledge they accumulate about me?
- Is the bargain of sharing information for receiving targeted offers or expose information for
free services a bargain from hell? - Am I in any real position to verify that the privacy policy stated is actually preserved?
- Do they save records?…Track movements?…Follow my activities?
- What security measures can I take?
- How paranoid should I be?
- Shouldn’t I at least be in a position to proactively manage my privacy and trust relationships? It is my data, my privacy!
Piers Fawkes expressed his concerns over privacy and fear of a “big brother” like future and claimed that privacy is dead, with it died the black coat that covered us completely, and we need to present ourselves with a new red coat that reveals something about us.” It should not spell total avoidance of private information sharing, extreme privacy maintenance of a black coat that shades me from the world to protect me. I can wear a red coat that makes me visible and conspicuous – but on my own terms. “
Absolutely true, but it should be a very personal decision, based on personal willingness of the consumer, according to personal preferences in regards to sharing personal data in each and every transaction
