1. UNIVERSITÀ DEGLI STUDI DI PAVIA
DIPARTIMENTI DI GIURISPRUDENZA, INGEGNERIA INDUSTRIALE E DELL’INFORMAZIONE, SCIENZE ECONOMICHE E AZIENDALI, SCIENZE POLITICHE E SOCIALI, STUDI UMANISTICI
Corso di laurea Magistrale Interdipartimentale in Comunicazione Professionale e Multimediale

2. IDENTITY AND REPUTATION: THE FREEDOM OF BEING YOURSELF IN THE 2.0 CAGE
WEB TRICK
IDENTITY AND REPUTATION:
THE FREEDOM OF BEING YOURSELF IN THE 2.0 CAGE
Tesi di Laurea di
Sabrina Petitjacques
Relatore: Chiar.mo Prof. Marco Dotti
Correlatrice: Chiar.ma Prof.ssa Federica Da Milano
ANNO ACCADEMICO 2013/2014

3. The web and technologies expand the mental and physical faculties
Today the web wants to build his own “human being” according to economic purposes
The web and technologies
expand the mental and physical faculties
of human

4. your data for sale
These days companies know literally everything about you, your friends, your interests, and they use it all to sell ads
“They knew what you were
searching for, so they could
gather your data more efficiently
and sell better ads”

5. The value of the human being is represented by the
information that he inserts for free in the web.
Instagram was sold to Facebook for a billion dollars in 2012,
it employed only 13 people. What is its value?

6. VALUABLE PEOPLE Likes, comments and our researches define who we re.
This data are valuable for web companies:
they create targeted adverts based
on these datas

7. profiling technologies
DIGITAL PROFILE
Every individual is
represented in
digital form in
numerous data sets.
The profile is created
with the use of
profiling technologies
based on algorithms

8. How Facebook Knows You Better Than Your Friends Do
Researchers from the University of Cambridge released a study indicating that Facebook may be better at judging people’s personalities than their closest friends, their spouses, and in some cases, even themselves.
10 LIKES
150 LIKES
300 LIKES

9. are the first that break If it's on the Internet, it isn't private
Web services promote
ideals of trust and
transparency but they
are the first that break
our privacy.
PRIVACY DOES NOT EXIST
If it's on the Internet, it isn't private

10. FACEBOOK FOLLOWS US
“When we have location information, we use it to tailor our Services for you and others, like helping you to check-in and find local events or offers in your area or tell your friends that you are nearby”

11. Apps sell your data
Farmville and Texas Holder Poker sent personal data to advertising agencies: they got them using the Facebook ID
Even Facebook, according to the
Wall Street Journal, sent client
datas to agencies when they clicked on adverts

12. GMAIL LOOKS YOU The contents of incoming and outgoing
s are analyzed by automated software.
“Our automated systems analyse your content (including s) to provide you personally relevant product features, such as customised search results, tailored advertising, and spam and malware detection. This analysis occurs as the content is sent, received, and when it is stored”.

13. WEAREBLE TECHNOLOGY: FITNESS TRACKERS
Free health apps are sharing your data with other
companies. The latest sector under scrutiny for
privacy issues is the burgeoning health
apps market. Health and fitness apps,
the new keen interest of insurance
companies that are collecting
data on their users.

14. THE FUTURE PREDICTED BY TECHNOLOGY
Web services want to manipulate human mind in order to direct users to specific interests and products
The greatest evolution of this system will be the rediction of user's future choices

15. ANTICIPATORY COMPUTING.
The company plans to figure out what you want and ship it to you long before you ever order it .
This technology
is a system
that learn to predict
what you need,
even before
you ask
The concept of speech-enabled assistants that can ease tasks or even tackle them before being asked

16. “WE’RE USED TO TREATING INFORMATION AS “FREE”, BUT THE PRICE WE PAY FOR THE ILLUSION OF “FREE” IS ONLY WORKABLE SO LONG AS MOST OF THE OVERALL ECONOMY ISN’T ABOUT INFORMATION”

17. YOU
ARE
WHAT
GOOGLE
SAYS

18. THANKS FOR
YOUR ATTENTION