John Borg
Last
semester, I took a seminar on social media and its effects on journalism and,
during one session about targeted advertisements, my professor told the class a
rather disconcerting story that particularly stood out. A few years ago, a
branch of the department store, Target, started to mail a teenage girl in
Minneapolis coupons for diapers, formula and other essentials for raising a
baby. Her father, obviously very agitated, went to the Target and demanded that
it would stop sending the unnecessary mail, claiming the store was “trying to
encourage her to get pregnant.” The manager apologized but, a few days later,
the father called the store with a different message: his daughter was, in
fact, pregnant. It turns out that Target was able to predict the girl’s
situation because of the information her social media accounts and other
companies sold to the department store; based on information such as her
Internet searches, Target was able to run the data through an algorithm that
predicts whether or not a woman is pregnant.
This
is the reality that we live in; because of the Internet age, anything we do electronically,
from the websites we visit to the photos we share, is processed and turned into
a sellable, lucrative good. This can be used for a variety of motives, such as
the economic intentions in the Target example above or, more disturbingly, for
the secretive purposes of our government that we have grown familiar with in
this class. Julian Sanchez’s article for Slate
highlights the method with which the government works with various companies in
order to obtain the information they have gathered about their customers. These
actions, which are just some of the many ways our government keeps track of
those it represents, have even stood up to legal questioning, as seen with the
Supreme Court’s controversial Smith
ruling.
We
learned last week that the government has no problems going to extreme lengths
in order to obtain as much information as possible. Thus, this week’s readings
about agencies such as the NSA working in tandem with various companies to get
this crucial data did not really shock me. What resonated with me the most was
what Ethan Zuckerman claimed in his piece for The Atlantic about how the
American public, every individual in this country, is now becoming a product. We
are no longer valued as humans, but as information. I am not saying that we
should be terrified to log into Facebook or make a phone call, but its
important to realize our information is being used in a very specific and demeaning manner without our
consent. Objectification in this manner leads to objectifications in other
situations. If the government can see privacy rights as a minimal obstacle that
can be glossed over in order to use our information for their benefit, it
could, potentially, construe some of our other hard-fought and inalienable
rights, such as freedom of speech and assembly, in order to better fit into its
goals. According to Zuckerman, we have come to expect omnipresent surveillance
to the point that even the Snowden files failed to ignite “organized, public
demand for reform and change.” Without offering any opposition, we only
reinforce on our government that it is acceptable to compromise our liberties
and treat us, in a sense, as less than human.
We
need to accept the situation for what it is. Our most basic is not being used
for just predicting pregnancies or personalizing ads; the government manipulates
it for suspect and controversial purposes. If our personalized information, the
things that make us who we are, is really so important in today’s society, then
it should be worth monitoring and protecting, even more so because we know no
entity out there will do it for us.