Implications of big data for individuals (6)

 


Behavioural Influence

Big data cannot only reflect behavior—it can also change it. Algorithms decide what people get to see online, it can be the news, or social media posts that have some particular aspect emphasized thus changing opinions and even emotions. This influence of changing behavior can be done in a good way if we talk about, for example, the induction of the health promoting habits or the society participation, but still, it can be misused.

One of the ways big data has been employed in politics is to segment voters and provide them with personalized content, which however can be misinformation and sentiment manipulation. A scandal that clearly shows how data can be turned into a weapon to influence public opinion and elections without the full understanding or consent of the users is the 2016 Cambridge Analytica case.

Social networking sites that are powered by engagement metrics often prioritize emotionally charged content. As a result, this can be a perfect setting for echo chambers to emerge, for the polarization to escalate, and for the mental health to be negatively affected because of the increase in the level of anxiety, depression, or addiction to digital devices. Although the users think that they have free choices, in fact, most of their digital behaviour is very subtly led by the systems that are based on data and are designed in such a way that they are able to keep the users online for the longest time possible.

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