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Digital Ethics

Digital Ethics. Lesson 2: Digital Tools and Ethics. Lesson 2 | Digital Ethics. Tools of Digital Campaigns. Tracking software- follows users across digital platforms and monitors online behavior Cookies- invisible, micro bits of information collected from users

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Digital Ethics

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  1. Digital Ethics Lesson 2: Digital Tools and Ethics

  2. Lesson 2 | Digital Ethics Tools of Digital Campaigns • Tracking software- follows users across digital platforms and monitors online behavior • Cookies- invisible, micro bits of information collected from users • Big-data- large collections of the micro information collected by cookies and housed by digital warehouses

  3. Lesson 2| Digital Ethics Sources of Public Anxiety in Digital Campaigns • Public fears diminished privacy • Public fears hidden messages in end-user license agreements • Public fears a lack of policies on digital media campaigns by US government

  4. Lesson 2| Digital Ethics Tracking Software • Gives organizations information on user digital behaviors • Allows organizations to tailor messaging, campaigns, and product design • Data collected by software must be stored properly • i.e. 70 million Target customer accounts were hacked in 2013

  5. Lesson 2| Digital Ethics Tracking software and ethical guidelines • It violates the “Avoid Deception” guideline • Most users are unaware of how much tracking they are subject to • It violates the “eschew secrecy” guideline • Most practitioners don’t tell users what information they are collecting • It violates the “clearly identify” guideline • Most campaigns don’t tell the public what type of tracking is taking place in order to develop messages or strategies

  6. Lesson 2| Digital Ethics Ex: Tracking and Pregnancy • 2009- Teenager purchased a pregnancy test from a Target using a credit card; • Target began sending baby-themed advertisements to her house • Target knew she was pregnant before she had a chance to tell her family • 2015- Fitbit detected an abnormally fast heartbeat from a user • A trip to the doctor showed the woman she was expecting • Fitbit knew she was pregnant before she even knew herself • Is it ethical for Fitbit to use her pregnancy data?

  7. Lesson 2| Digital Ethics Ethical use of tracking software • Provide an opt-out capability on tailored content • Tell users about the tracking process • Tell users if a databreach occurs

  8. Lesson 2 | Digital Ethics End-user License Agreements • Legal protection for the organization • Tells the reader the digital behaviors and practices of the organization • Often too long and difficult for users to read • 2013 Gamestation (UK) hid an unethical clause, angering many customers • Clear, conscience, and honest EULA’s are best

  9. Lesson 2| Digital Ethics Legal Regulations of Digital Ethics • Communication must reveal the sender of a message • Organizations must provide users with info on how data is stored, protected, and used • An “opt-out” capability should be provided on all digital communication

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