Skip to main content
SpringerLink
Log in
Book cover

International Conference on e-Democracy

e-Democracy 2017: E-Democracy – Privacy-Preserving, Secure, Intelligent E-Government Services pp 33–46Cite as

Using Personalization Technologies for Political Purposes: Privacy Implications

Part of the Communications in Computer and Information Science book series (CCIS,volume 792)

Abstract

A growing body of literature has recently focused on the adoption of personalization methods and tools traditionally used in e-commerce, in the area of political marketing and communication. However, the impact of adopting personalization applications for political purposes has not been studied yet. This paper contributes to filling this gap, by analyzing privacy threats stemming from the use of personalization tools for political purposes and identifying their impact on individuals and society. This paper also identifies issues that need further research, as big data, individual targeting, the development of behavioral science and sophisticated personalization techniques are reshaping political communication and pose new privacy risks.

Keywords

  • Political marketing
  • Personalization technologies
  • Privacy

This is a preview of subscription content, access via your institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Notes

  1. 1.

    https://www.ecanvasser.com/.

  2. 2.

    https://www.capterra.com/p/110128/Wild-Apricot/.

  3. 3.

    https://www.capterra.com/p/79192/CiviCRM/.

  4. 4.

    https://www.capterra.com/p/148555/Raklet/.

  5. 5.

    https://www.capterra.com/p/54088/Click-Pledge/.

  6. 6.

    https://www.capterra.com/p/155984/Camtrack/.

  7. 7.

    https://www.capterra.com/p/148396/NGP-VAN/.

References

  1. Awad, N.F., Krishnan, M.S.: The personalization privacy paradox: an empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Q. 30, 13–28 (2006)

    Google Scholar 

  2. Baines, P.R., et al.: “Market” classification and political campaigning: some strategic implications. J. Polit. Mark. 2(2), 47–66 (2003)

    CrossRef  Google Scholar 

  3. Baruh, L., Popescu, M.: Big data analytics and the limits of privacy self-management. New Med. Soc. 19(4), 579–596 (2017)

    CrossRef  Google Scholar 

  4. Bennett, W.L., Segerberg, A.: Digital media and the personalization of collective action: Social technology and the organization of protests against the global economic crisis. Inf. Commun. Soc. 14(6), 770–799 (2011)

    CrossRef  Google Scholar 

  5. Bimber, B.: Digital media in the Obama campaigns of 2008 and 2012: adaptation to the personalized political communication environment. J. Inf. Technol. Polit. 11(2), 130–150 (2014)

    CrossRef  Google Scholar 

  6. Bodle, R.: Regimes of sharing: open APIs, interoperability, and Facebook. Inf. Commun. Soc. 14(3), 320–337 (2011)

    CrossRef  Google Scholar 

  7. Brusilovsky, P., Millán, E.: User models for adaptive hypermedia and adaptive educational systems. In: Brusilovsky, P., Kobsa, A., Nejdl, W. (eds.) The Adaptive Web. LNCS, vol. 4321, pp. 3–53. Springer, Heidelberg (2007). https://doi.org/10.1007/978-3-540-72079-9_1

    CrossRef  Google Scholar 

  8. Burke, R.: Hybrid recommender systems: Survey and experiments. User Model. User-Adapt. Inter. 12(4), 331–370 (2002)

    CrossRef  MATH  Google Scholar 

  9. Chen, H., et al.: Business intelligence and analytics: from big data to big impact. MIS Q. 36(4), 1165–1188 (2012)

    Google Scholar 

  10. Chester, J.: Cookie wars: How new data profiling and targeting techniques threaten citizens and consumers in the “big data” era. In: Gutwirth, S., Leenes, R., De Hert, P., Poullet, Y. (eds.) European Data Protection: In Good Health?, pp. 53–77. Springer, Dordrecht (2012). https://doi.org/10.1007/978-94-007-2903-2_4

    CrossRef  Google Scholar 

  11. Cogburn, D.L., Espinoza-Vasquez, F.K.: From networked nominee to networked nation: examining the impact of Web 2.0 and social media on political participation and civic engagement in the 2008 Obama campaign. J. Polit. 10(1–2), 189–213 (2011)

    Google Scholar 

  12. Cwalina, W., Falkowski, A.: Political branding: political candidates positioning based on inter-object associative affinity index. J. Polit. Mark. 14(1–2), 152–174 (2015)

    CrossRef  Google Scholar 

  13. Darwish, A., Lakhtaria, K.I.: The impact of the new Web 2.0 technologies in communication, development, and revolutions of societies. J. Adv. Inf. Technol. 2(4), 204–216 (2011)

    Google Scholar 

  14. Doshi, P., et al.: Location based services and integration of Google maps in android. Int. J. Eng. Comput. Sci. 3, 5072–5077 (2014)

    Google Scholar 

  15. Fan, H., Poole, M.S.: What is personalization? Perspectives on the design and implementation of personalization in information systems. J. Organ. Comput. Electron. Commer. 16(3–4), 179–202 (2006)

    Google Scholar 

  16. Garcia, W.S.: Politics, journalism and Web 2.0 in the 2008 US presidential elections (2009)

    Google Scholar 

  17. Garcia-Rivadulla, S.: Personalization vs. privacy: an inevitable trade-off? IFLA J. 42(3), 227–238 (2016)

    CrossRef  Google Scholar 

  18. Garzia, D.: The personalization of politics in Western democracies: causes and consequences on leader–follower relationships. Leadersh. Q. 22(4), 697–709 (2011)

    CrossRef  Google Scholar 

  19. Gasparetti, F.: Personalization and context-awareness in social local search: state-of-the-art and future research challenges. Pervasive Mob. Comput. 38(Part 2), 446–473 (2017)

    CrossRef  MathSciNet  Google Scholar 

  20. Gerlitz, C. et al.: Hit, link, like and share. Organising the social and the fabric of the web. In: Digital Methods Winter Conference Proceedings, pp. 1–29 (2011)

    Google Scholar 

  21. Gerodimos, R., Justinussen, J.: Obama’s 2012 Facebook campaign: political communication in the age of the like button. J. Inf. Technol. Polit. 12(2), 113–132 (2015)

    CrossRef  Google Scholar 

  22. Golbeck, J., Hansen, D.: Computing political preference among twitter followers. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 1105–1108. ACM (2011)

    Google Scholar 

  23. Grassegger, H., Krogerus, M.: The data that turned the world upside down (2017). Luettavissa: http://motherboard.vice.com/read/big-data-cambridge-analytica-brexit-trump. Luettu. 28 2017

  24. Habegger, B., Hasan, O., Brunie, L., Bennani, N., Kosch, H., Damiani, E.: Personalization vs. privacy in big data analysis. Int. J. Big Data 25–35 (2014)

    Google Scholar 

  25. Hastings, G., Saren, M.: The critical contribution of social marketing: theory and application. Mark. Theor. 3(3), 305–322 (2003)

    CrossRef  Google Scholar 

  26. Karat, J., et al.: Personalizing interaction. In: Karat, C.-M., Blom, J.O., Karat, J. (eds.) Designing Personalized User Experiences in eCommerce, pp. 7–17. Springer, Dordrecht (2004). https://doi.org/10.1007/1-4020-2148-8_2

    CrossRef  Google Scholar 

  27. Kolovos, I., Harris, P.: Political marketing and political communication: the relationship revisited (2005)

    Google Scholar 

  28. Kosinski, M., et al.: Manifestations of user personality in website choice and behaviour on online social networks. Mach. Learn. 95(3), 357–380 (2014)

    CrossRef  MathSciNet  Google Scholar 

  29. Lees-Marshment, J.: The marriage of politics and marketing. Polit. Stud. 49(4), 692–713 (2001)

    CrossRef  Google Scholar 

  30. Lilleker, D.G.: Interactivity and branding: public political communication as a marketing tool. J. Polit. Mark. 14(1–2), 111–128 (2015)

    CrossRef  Google Scholar 

  31. Liu, B., Zhang, L.: A survey of opinion mining and sentiment analysis. In: Aggarwal, C., Zhai, C. (eds.) Mining Text Data, pp. 415–463. Springer, Boston (2012). https://doi.org/10.1007/978-1-4614-3223-4_13

    CrossRef  Google Scholar 

  32. Mayer, J.R., Mitchell, J.C.: Third-party web tracking: policy and technology. In: 2012 IEEE Symposium on Security and Privacy (SP), pp. 413–427. IEEE (2012)

    Google Scholar 

  33. Needham, C., Smith, G.: Introduction: political branding. J. Polit. Mark. 14(1–2), 1–6 (2015)

    Google Scholar 

  34. Nor, C.S.M., et al.: Political marketing vs. commercial marketing: something in common for gains. Eur. J. Mark. 28(3), 20–31 (2006)

    Google Scholar 

  35. Pellerin C.: Communicating terror: an analysis of ISIS communication. http://www.sciencespo.fr/psia/sites/sciencespo.fr.psia/files/PELLERINClara_KSP_Paper_Award.pdf. Accessed 10 Sept 2017

  36. Persily, N.: Can democracy survive the internet? J. Democr. 28(2), 63–76 (2017)

    CrossRef  Google Scholar 

  37. Rahat, G., Sheafer, T.: The personalization(s) of politics: Israel, 1949–2003. Polit. Commun. 24(1), 65–80 (2007)

    CrossRef  Google Scholar 

  38. Ramswell, P.Q.: Derision, division–decision: parallels between Brexit and the 2016 US presidential election. Eur. Polit. Sci. 16(2), 217–232 (2017)

    CrossRef  Google Scholar 

  39. Ringsquandl, M., Petkovic, D.: Analyzing political sentiment on twitter. In: AAAI Spring Symposium: Analyzing Microtext, pp. 40–47 (2013)

    Google Scholar 

  40. Roosendaal, A.: Facebook Tracks and Traces Everyone: Like This! Social Science Research Network, Rochester (2010)

    Google Scholar 

  41. Roosendaal, A.: We are all connected to Facebook … by Facebook! In: Gutwirth, S., Leenes, R., De Hert, P., Poullet, Y. (eds.) European Data Protection: In Good Health?, pp. 3–19. Springer, Dordrecht (2012). https://doi.org/10.1007/978-94-007-2903-2_1

    CrossRef  Google Scholar 

  42. Safiullah, M., et al.: Social media as an upcoming tool for political marketing effectiveness. Asia Pac. Manag. Rev. 22(1), 10–15 (2017)

    CrossRef  Google Scholar 

  43. Salonen, V., Karjaluoto, H.: Web personalization: the state of the art and future avenues for research and practice. Telemat. Inform. 33(4), 1088–1104 (2016)

    CrossRef  Google Scholar 

  44. Scammell, M.: Political marketing: lessons for political science. Polit. Stud. 47(4), 718–739 (1999)

    CrossRef  Google Scholar 

  45. Solove, D.J.: A Taxonomy of Privacy. Social Science Research Network, Rochester (2005)

    Google Scholar 

  46. Sorj, B.: Internet, public sphere and political marketing: between the promotion of communication and moralist solipsism. Humanit. Technol. Rev. 27, 45–68 (2008)

    Google Scholar 

  47. Thurman, N., Schifferes, S.: The future of personalization at news websites: lessons from a longitudinal study. Journal. Stud. 13(5–6), 775–790 (2012)

    Google Scholar 

  48. Toch, E., et al.: Personalization and privacy: a survey of privacy risks and remedies in personalization-based systems. User Model. User-Adapt. Inter. 22(1), 203–220 (2012)

    CrossRef  Google Scholar 

  49. Treiblmaier, H. et al.: Evaluating personalization and customization from an ethical point of view: an empirical study. In: Proceedings of the 37th Annual Hawaii International Conference on System Sciences, 10 pp. IEEE (2004)

    Google Scholar 

  50. Tufekci, Z.: Engineering the public: big data, surveillance and computational politics. First Monday 19(7), 7 July 2014. http://dx.doi.org/10.5210/fm.v19i7.4901, http://firstmonday.org/ojs/index.php/fm/article/view/4901/4097

  51. Tumasjan, A., et al.: Predicting elections with twitter: what 140 characters reveal about political sentiment. ICWSM 10(1), 178–185 (2010)

    Google Scholar 

  52. Van De Garde-Perik, E., et al.: Investigating privacy attitudes and behavior in relation to personalization. Soc. Sci. Comput. Rev. 26(1), 20–43 (2008)

    CrossRef  Google Scholar 

  53. Vemou, K., Karyda, M.: Evaluating privacy practices in Web 2.0 services. In: MCIS, p. 7 (2015)

    Google Scholar 

  54. Vesanen, J.: What is personalization? A conceptual framework. Eur. J. Mark. 41(5/6), 409–418 (2007)

    CrossRef  Google Scholar 

  55. Vicente, C.R., et al.: Location-related privacy in geo-social networks. IEEE Internet Comput. 15(3), 20–27 (2011)

    CrossRef  Google Scholar 

  56. Wang, Y., Kobsa, A.: Respecting users’ individual privacy constraints in web personalization. In: Conati, C., McCoy, K., Paliouras, G. (eds.) UM 2007. LNCS, vol. 4511, pp. 157–166. Springer, Heidelberg (2007). https://doi.org/10.1007/978-3-540-73078-1_19

    CrossRef  Google Scholar 

  57. Westin, A.F.: Social and political dimensions of privacy. J. Soc. Issues 59(2), 431–453 (2003)

    CrossRef  Google Scholar 

  58. Willson, M.: The politics of social filtering. Convergence 20(2), 218–232 (2014)

    CrossRef  Google Scholar 

  59. Yun, H., et al.: Understanding the use of location-based service applications: do privacy concerns matter? J. Electron. Commer. Res. 14(3), 215 (2013)

    Google Scholar 

  60. Zeng, D., et al.: Social media analytics and intelligence. IEEE Intell. Syst. 25(6), 13–16 (2010)

    CrossRef  Google Scholar 

  61. Geolocation: Risks, issues and strategies, ISACA (2011). http://www.isaca.org/Groups/Professional. Accessed 7 Sept 2017

  62. Privacy considerations of online behavioral tracking — ENISA. https://www.enisa.europa.eu/publications/privacy-considerations-of-online-behavioural-tracking. Accessed 2 Sept 2017

Download references

Author information

Authors and Affiliations

  1. Department of Information and Communication Systems Engineering, University of the Aegean, 83200, Karlovassi, Samos, Greece

    Paola Mavriki & Maria Karyda

Authors
  1. Paola Mavriki
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Maria Karyda
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Paola Mavriki .

Editor information

Editors and Affiliations

  1. Norwegian University of Science and Technology, Gjøvik, Norway

    Sokratis K. Katsikas

  2. Data Protection Authority, Athens, Greece

    Vasilios Zorkadis

Rights and permissions

Reprints and Permissions

Copyright information

© 2017 Springer International Publishing AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Mavriki, P., Karyda, M. (2017). Using Personalization Technologies for Political Purposes: Privacy Implications. In: Katsikas, S., Zorkadis, V. (eds) E-Democracy – Privacy-Preserving, Secure, Intelligent E-Government Services. e-Democracy 2017. Communications in Computer and Information Science, vol 792. Springer, Cham. https://doi.org/10.1007/978-3-319-71117-1_3

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-71117-1_3

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-71116-4

  • Online ISBN: 978-3-319-71117-1

  • eBook Packages: Computer ScienceComputer Science (R0)

search

Navigation