Revised Annotation 3: Re-scanning the Privacy Issue in OSN Through Facebook Structure

           On the basis it is our nature to pry over others’ private information, we can realize what Facebook policy on Facebook fits merely our preference. But to get to the bottom of this topic, we also need to Facebook business structure as well as the tight connection between these theories and reality.

        How can we get to the clear appearance of the Facebook? The answer come as economists always suggest: follow the money trim: Without a doubt, Facebook is the most influential, unbeatable and affluent player in the OSN (Online Social Network) world now. But what really makes Facebook stands out upon other competitors? The most two enchanting part of the Facebook are free and no advertisement (or more in detail, no “apparent” advertisement.) Almost all the functions on Facebook, including media uploading, accessories, but except promotion, charge users for no fee. Moreover, and also the most innovate part, once you log in your own page, you are free of the annoying propaganda, which is quite a bold design in cyber world. With no advertisements popping out for “surprise”, users tend to feel much more comfortable and confident. For many commentators, they regard these two rules as the genesis by Zuckerberg.

         After all, however, Facebook is not the charity. It is also a member in the competitive market. Under the rule of market, namely, we can’t enjoy harvest in vain. We have to pay something in return, which is the opportunity cost. Behind the user- oriented interface, in fact, Facebook tries their best to collect our personal data, then selling them to advertise company. Perhaps there is no other platform can collect such detailed, coherent and massive information of multitude as Facebook. From our daily status, personal profile and friends in Facebook and even manner of usage, Facebook can collect our preference, social network, characteristic and even more aggressive, where or when we get online. Such new method has it superiority than traditional way such as questionnaire conducted by telephone. By collecting in this relatively indirect, tender approach, responders (the users) are more delightfully to unveil their true taste, personality and needs. As a consequence, the effort is much more reliable and accurate, which is of crucial for marketing. It saves plenty of time and spending for company to introduce the adequate product for the market. Meanwhile, although it all takes place all behind the screen, such strategy brings countless profit for Facebook. Eventually, the consequence is profitable for all Facebook users, Facebook as well as sponsors.

         But how such “perfect” mode falls into the severe debate for privacy leak and even in charge of impairing human rights? In fact, the problem lies not in the subject matter but in Facebook’s manner to use it. In the paper Analyzing Facebook Privacy Setting: User Expectation V.S. Reality, the authors argue most of our settings betray our will. According to the research, there is only 37% privacy setting matching our expectation. Even after modifying the setting for the awareness of potential privacy problem, the rate merely rises to 39% ( Yabing Liu, Balachander Krishnamurthy, Krishna P. Gummadi. Allen Misslove. Analyzing Facebook Privacy Setting: User Expectation V.S. Reality. Page1, Abstract.) The huge gap gives rise to our agitation since people tend to fear for what is uncontrollable and unsighted. Moreover, the definition of privacy is not concrete. It varies from person to person, from incident to incident. Everyone all has his taboo accompanied with the information he wants to share. This specialty will also enhance the users’ anxiety due to the gap. So far, however, based on Facebook principle and policy, all the collected data is anonymous and collective. There won’t be data- collected action exclusively for any particular user. In the long run, we can realize what we really are nervous for is not data- collected action itself, but the coarse, rude way Facebook conducts it.

          Information- share online is already an established trend. In future, we will definitely share all kinds of information more massively and frequently. Data- collected from OSN will become more common in advertisement and marketing industry. Our expenditure on website will thus drop. It is unlikely for us to oppose this tendency since it do make our world better. However, one thing is for sure: Company, including Facebook, of course, should be more delicate and transparent in data collection. All in all, under no circumstance can users’ right be compromised.  

                                                                                            

Reference

Yabing Liu, Balachander Krishnamurthy, Krishna P. Gummadi. Allen Misslove. (2009)Analyzing Facebook Privacy Setting: User Expectation V.S. Reality. Page1, Abstract