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As the internet first became available in the early 1990s, the world experienced a way to communicate and deliver information that has never been experienced before. People were now able to communicate across states, purchase products in different countries, and build multidimensional businesses in the process; however, as the internet started to grow and become ingrained in every facet of the modern world, adverse side effects began to arise due to the rapid growth of the World Wide Web (WWW). As the number of users and websites increased, the amount of data that was being produced grew exponentially. This exponential growth of individual user data drove companies to begin to collect and analyze that data to help predict consumer behavior and individual purchasing habits. 

This information proved vital for corporations to help foster and grow their businesses. However, as more businesses began to solicit users for their personal information, third party companies began to surveill large online websites for more targeted and directed consumer information. This direct and targeted surveillance of everyday internet users is becoming a growing concern and ethical issue for the individuals who use the internet in their daily lives. This collection and distribution of consumer data and information show the need for privacy and regulation on data collection and distribution while engaging in online activities. The average daily consumer is, mostly, unaware that their personal information is being collected and used to create more targeted and direct recommendations towards them. 

However, with the recent revelations of these third party phantom companies operating and collecting consumer data without consumers consent, there is a growing need for expanded regulation and increased scrutiny of third party data collectors and their large scale social media conglomerate counterparts. In order to more clearly understand the ethical and moral problems that are operating in the data collection industry, and the need for consumer privacy, individuals need to take a greater look into three theories that are ingrained into this issue: critical theory, culture theory, and systems theory.

Critical theory is concerned with the abuse of power in an organization and the ways in which individuals can liberate themselves from being dominated or oppressed. This theory is strong in understanding how these powerful companies hold power over their customers by collecting their individual data. Next, culture theory explains the culture and identities of an organization and how they operate within an environment. Culture theory takes a look at how large organizations create their own identities and how they manage their organization, especially in the social media and technology industries. Lastly, systems theory looks at the communication within an organization and how the system of ordering helps determine the success of the organization. Systems theory is prominent in the social media and technology sector through how they disseminate information between the user and the company.  

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