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Online Privacy: America's New Culture

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Unit 7: Privacy Case Study
Zaheera Hakeem
MT-459-01
Professor Caldarola
March 19th, 2013.
Kaplan University

A big part of marketing is building a consumer profile: finding out exactly what a person likes and dislikes and offering them goods and services based on this information. While using the internet, one does not have to fill out a questionnaire or answer a survey online for companies to build your profile. Online profiling has truly risen to the occasion now by constantly monitoring every user browsing history.
Every single search you make, every link you click on and even the emails you write are used unscrupulously for marketing (Lohr, n.d.). It is even common for search results one receives after searching from a Mac to differ from the results one receives using a PC. Naturally, no one wants to be watched or tracked. It makes the hairs on the back of one’s neck stand just to think about someone knowing one’s every move. This has led to many people choosing search engines that do not track its users or use the information searched for marketing purposes. Search engines like DuckDuckGo and StartPage have gained popularity for these reasons (How To Geek, n.d.). It isn’t even a matter of hiding something, but simply that people feel like their rights are being invaded in this manner. Companies use private information to prey upon the insecurities of people. For example: if an individual makes many searches for diets, calorie counters etc. the most ads he/she would receive would be weight loss/fitness commercials. In some cases, the information is useful. I was on Facebook on my husband’s birthday a few years ago and we were making last minute decisions on where to go for the night. An ad popped up on the side where it says “Advertisements by Facebook” for tickets for a Phish concert that night. Turns out, that I was signed into my husband’s account and from the likes he had put up on his page, this was the commercial that was targeted to us. I ended up getting the tickets and it was probably one of the best shows I have ever been to. So sometimes, online profiling can be targeted in the right direction. But this invasion of privacy has some more concerned than others, with several users taking pains to issuing Facebook status declarations that claim that they do not consent to use of their information. And as a problem arises, there is no doubt that there will be someone ready to sell you a solution: Virtual Private Networks. These paid services provide a user with a “Ghost IP” that protects one’s information, does not allow websites to track, censor or block any data online (Lifehacker, n.d.). So if you ever got the message “Not available in your country” on YouTube or any other website, a VPN is a way around. In my personal opinion, online tracking and information profiling should be optional. If I want the internet to know certain things about me, I should be allowed to provide this information. But I do not believe that people’s information and emails should be read for this purpose. That being said, this is the fine print of being connected on the world wide web. I am certain, that if the internet was around when our nation’s laws were being written, the founding fathers would certainly have a few sections to write about internet privacy but for now, anything on the internet is free information.

References 5 Alternative Search Engines That Respect Your Privacy. (n.d.). How-To Geek - For Geeks, By Geeks.. Retrieved March 19, 2013, from http://www.howtogeek.com/113513/5-alternative-search-engines-that-respect-your-privacy/
Lohr, S. (n.d.). How Privacy Vanishes Online, a Bit at a Time - NYTimes.com. The New York Times - Breaking News, World News & Multimedia. Retrieved March 19, 2013, from http://www.nytimes.com/2010/03/17/technology/17privacy.html?_r=0
Michael Silence: New concern over online privacy » Knoxville News Sentinel. (n.d.). Knoxville News Sentinel: Local Knoxville, Tennessee News Delivered Throughout the Day.. Retrieved March 19, 2013, from http://www.knoxnews.com/news/2011/oct/02/New-concern-over-online-privacy/
Why You Should Start Using a VPN (and How to Choose the Best One for Your Needs). (n.d.). Lifehacker, tips and downloads for getting things done. Retrieved March 19, 2013, from http://lifehacker.com/5940565/why-you-should-start-using-a-vpn-and-how-to-choose-the-best-one-for-your-needs

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