Facebook’un dönüşen mahremiyet yaklaşımı: “gelecek mahremiyettir”
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Dosyalar
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Gözetim toplumunun en yeni aktörü olan sosyal medya, veri madenciliğinin en aktif şekilde işlendiği alanların başında gelmektedir. Bu ortamda kullanıcılar başka kullanıcıları gözetim altına alırken, aynı zamanda gözetlenmekte, üstelik mahremiyetleri endüstrinin kullanımına sunulmaktadır. Bu çalışmada günümüzün en büyük ülkesi olarak adlandırılan Facebook özelinde bu sosyal platformun önceleri, bireylerin mahremiyetlerinie nasıl yaklaştığı, 2018 yılındaki Cambridge Analytica skandalının ardından ise mahremiyete ilişkin tutumunun nasıl bir radikal dönüşüm sergilediği ele alınacaktır. Çalışmada niteliksel tarihsel tasarım yöntemi uygulanmış, yaşanan tarihsel değişimlerin Facebook’un mahremiyet hakkına bakışını nasıl etkilediği betimsel bir analiz yolu ile ortaya konulmuştur. Çalışmanın sonucunda yıllarca tüm politikalarını bireylerin mahremiyetlerini “pazarlamaya” odaklayan Facebook’un oluşan büyük kamuoyu tepkisi nedeniyle bu politikalarından gönülsüz olarak vazgeçmiş göründüğü ortaya çıkmıştır. Bu paradigma değişiminin temel nedeni de itibarını yeniden kazanma motivasyonu olduğu açıktır. Yakın zamanda yapılan tüm geliştirmelerin temelinde daha fazla gizlilik, daha güçlü şifreleme (encryption), kişisel verilerin güvenli şekilde ve daha kısa süreli olarak saklanması ilkeleri yatmaktadır, bu bağlamda Facebook kurucusu Mark Zuckerberg’in önderliğinde yeni sloganını da “The Future is privacy”, yani “gelecek mahremiyettedir” şeklinde çizmiştir.
The new communication and surveillance technologies are commodifying and circulating all the privacy details of the individual without the absolute awareness and consent of him/her on the one hand, while they are producing the consent of the individual with the promise of great popularization, deprivatizing their privacy on the other hand. Theindustry, especially through social networking platforms, offers the individual a sovereign area, and the individual, who wants to announce his/her existence to the masses, essentially presents his/her privacy to the domination of the industry. Digital technologies that objectify the individuals with or without their consents feed on personal data and reproduce the industry by violating the privacy of the individual. In this study, it will be discussed how Facebook social platform, which is called as the greatest country of our time, markets the privacy of individuals, the Cambridge Analytica case that was scandalized due to these policies, and how the attitude of the founder of Facebook towards privacy has radically transformed. Facebook was founded by Mark Zuckerberg, a 19-year-old college student, for in-university communication in Harvard, initially incorporating other nearby schools and then spreading around the world. In the most general sense, it is possible to define Facebook as a virtual community. The image is essential in this community and it is possible to create an identity for ourselves in any way we desire and as far as we want to demonstrate. Facebook, which provides control over the image, has become one of the most important sharing environments in the modern world. Social media users are encouraged to participate continuously in accordance with the two-way-communication based environment, and the market value increases as the density of participation increases. Thus, the users, who leave more data behind to be used one day when necessary, give to a person, persons, industry, and the state the opportunity to monitor themselves, while handing over the privacy that they think they’ve drawn a limit for. From the moment they are involved in the Internet, all kinds of contents uploaded, all calls made, all emails sent, all pages reviewed, all photos liked, all written messages, and all retweets are recorded and they are marketed over a change value ‘when the day comes’. While Facebook, on the one hand, captures all of the individual’s information both as a consumer and as a citizen through messages, links, comments, and likes, it is impertinently demanding new information on the other hand. Every piece of information shared and every image contributes to the increase in the social capital of the people who share it, while expanding the social capital of Facebook as well. From the moment that one is involved in the new media environments, particularly in the social media, through users’ permissions without questioning their contents and without foreseeing their aspects, certain pieces of information of the consumers are recorded such as who the consumers are, what they like, and what they prefer, rendering their cultural, political, and economic motivations visible. Through the traces left behind by individuals, who are constantly under monitor, their digital copies are uncovered and their personalities are categorized, ultimately being marketed to advertisers. One of the main reasons for the spread of social media is undoubtedly its nature that is highly available for sorting data. Especially Facebook, in which there is no ‘no’, attracts the attention of research and data analysis companies thanks to this surveillance and sorting technology and its market value increases owing to this information it has. In particular, many kinds of data such as with whom the users are connected, what they like, which brands they use, and which political factions they sympathize with are recorded in the database of Facebook. Mark Zuckerberg, who insolently mentioned “If you want to take part in Facebook, you will give up your privacy”, claiming that the privacy violation is the choice of individuals, lost his credibility after the big data scandal that erupted in 2018 and had to testify in the Senate, with dramatically falling stock prices. The allegations regarding that a London-based data analysis company, “Cambridge Analytica”, used the personal data, which were collected from the accounts of 87 million Facebook users without their consent, to influence critical political elections in the United States and in the UK have once again put the spotlight for the world on the relationship between social media and privacy. Facebook, which suffered from the Cambridge Analytic scandal, has frequently announced how important privacy is following the incident and has led to some changes in its system. Emphasizing that people no longer want to be in the city squares and they want to be alone in their private rooms, Zuckerberg determined their vision as meeting these expectations.At the heart of all developments lay the principles of higher privacy, stronger encryption, and safer and shorter storage of personal data; in this context, Facebook has determined a new slogan: “The Future is privacy.” The time will show to what extent the future will allow for the creation of structures that are truly respectful for privacy, but it is clear that Facebook is undergoing a radical transformation. Although the main motivation of this change can be interpreted as capitalism stretching and revising itself in line with social conditions, on the other hand, it is possible to see all these developments as a door opening towards human freedom.
The new communication and surveillance technologies are commodifying and circulating all the privacy details of the individual without the absolute awareness and consent of him/her on the one hand, while they are producing the consent of the individual with the promise of great popularization, deprivatizing their privacy on the other hand. Theindustry, especially through social networking platforms, offers the individual a sovereign area, and the individual, who wants to announce his/her existence to the masses, essentially presents his/her privacy to the domination of the industry. Digital technologies that objectify the individuals with or without their consents feed on personal data and reproduce the industry by violating the privacy of the individual. In this study, it will be discussed how Facebook social platform, which is called as the greatest country of our time, markets the privacy of individuals, the Cambridge Analytica case that was scandalized due to these policies, and how the attitude of the founder of Facebook towards privacy has radically transformed. Facebook was founded by Mark Zuckerberg, a 19-year-old college student, for in-university communication in Harvard, initially incorporating other nearby schools and then spreading around the world. In the most general sense, it is possible to define Facebook as a virtual community. The image is essential in this community and it is possible to create an identity for ourselves in any way we desire and as far as we want to demonstrate. Facebook, which provides control over the image, has become one of the most important sharing environments in the modern world. Social media users are encouraged to participate continuously in accordance with the two-way-communication based environment, and the market value increases as the density of participation increases. Thus, the users, who leave more data behind to be used one day when necessary, give to a person, persons, industry, and the state the opportunity to monitor themselves, while handing over the privacy that they think they’ve drawn a limit for. From the moment they are involved in the Internet, all kinds of contents uploaded, all calls made, all emails sent, all pages reviewed, all photos liked, all written messages, and all retweets are recorded and they are marketed over a change value ‘when the day comes’. While Facebook, on the one hand, captures all of the individual’s information both as a consumer and as a citizen through messages, links, comments, and likes, it is impertinently demanding new information on the other hand. Every piece of information shared and every image contributes to the increase in the social capital of the people who share it, while expanding the social capital of Facebook as well. From the moment that one is involved in the new media environments, particularly in the social media, through users’ permissions without questioning their contents and without foreseeing their aspects, certain pieces of information of the consumers are recorded such as who the consumers are, what they like, and what they prefer, rendering their cultural, political, and economic motivations visible. Through the traces left behind by individuals, who are constantly under monitor, their digital copies are uncovered and their personalities are categorized, ultimately being marketed to advertisers. One of the main reasons for the spread of social media is undoubtedly its nature that is highly available for sorting data. Especially Facebook, in which there is no ‘no’, attracts the attention of research and data analysis companies thanks to this surveillance and sorting technology and its market value increases owing to this information it has. In particular, many kinds of data such as with whom the users are connected, what they like, which brands they use, and which political factions they sympathize with are recorded in the database of Facebook. Mark Zuckerberg, who insolently mentioned “If you want to take part in Facebook, you will give up your privacy”, claiming that the privacy violation is the choice of individuals, lost his credibility after the big data scandal that erupted in 2018 and had to testify in the Senate, with dramatically falling stock prices. The allegations regarding that a London-based data analysis company, “Cambridge Analytica”, used the personal data, which were collected from the accounts of 87 million Facebook users without their consent, to influence critical political elections in the United States and in the UK have once again put the spotlight for the world on the relationship between social media and privacy. Facebook, which suffered from the Cambridge Analytic scandal, has frequently announced how important privacy is following the incident and has led to some changes in its system. Emphasizing that people no longer want to be in the city squares and they want to be alone in their private rooms, Zuckerberg determined their vision as meeting these expectations.At the heart of all developments lay the principles of higher privacy, stronger encryption, and safer and shorter storage of personal data; in this context, Facebook has determined a new slogan: “The Future is privacy.” The time will show to what extent the future will allow for the creation of structures that are truly respectful for privacy, but it is clear that Facebook is undergoing a radical transformation. Although the main motivation of this change can be interpreted as capitalism stretching and revising itself in line with social conditions, on the other hand, it is possible to see all these developments as a door opening towards human freedom.
Açıklama
Anahtar Kelimeler
Facebook, Mahremiyet, Sosyal Medya, Mark Zuckerberg, Privacyt, Social Media
Kaynak
Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
13
