Chilling Effects as a Result of Corporate Surveillance in Digital Communication: A Comparison Between American and Dutch Media Users

Authors

  • Joanna Strycharz Faculty of Social and Behavioural Sciences Persuasive Communication University of Amsterdam
  • Claire M. Segijn Hubbard School of Journalism & Mass Communication University of Minnesota

Keywords:

chilling effects, corporate surveillance, online privacy, individual autonomy

Abstract

Individual data used by companies contribute to perceptions of corporate surveillance among media users, who may respond to them by inhibition of legitimate behaviors, the so-called chilling effects. We investigated how media users respond to corporate surveillance by studying chilling effects, focusing on TV consumption and related media multitasking behaviors. A survey in the United States (N = 148) and the Netherlands (N = 156) showed two types of chilling effects, namely media use increase and decrease, and four different behavioral changes in media use, namely change in type of media activity, in mobile device settings and use, in multitasking behaviors, and in TV viewing. These chilling effects were mostly driven by privacy-related factors and psychological differences. Furthermore, cross-country differences were identified as U.S. media users showed more intention to change media behaviors, while Dutch users to increase their TV viewing and multitasking. This may suggest a certain effectiveness of current privacy regulations as they prevent Dutch media users from behavior change but can also be seen as an indication of the so-called control paradox.

Author Biographies

Joanna Strycharz, Faculty of Social and Behavioural Sciences Persuasive Communication University of Amsterdam

Dr. Joanna Strycharz (PhD, University of Amsterdam, 2020) is an Assistant Professor of persuasive communication at the Amsterdam School of Communication Research, University of Amsterdam. Her research focuses on how insights gained from data can be used to adjust communication between organizations and consumers. She is also interested in how such data-driven communication impacts cognitions, attitudes, and behavior of consumers as well as what unintended effects such communication has on individuals and the society.

Claire M. Segijn, Hubbard School of Journalism & Mass Communication University of Minnesota

Claire M. Segijn (PhD, University of Amsterdam) is an Associate Professor of Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota – Twin Cities. Her research includes the simultaneous usage of multiple media (e.g. multiscreening, synced advertising) and how this affects information processing and message effectiveness. She studies both the intended (e.g., advertising effects) and unintended (e.g. privacy, chilling effects) of those practices.

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Published

2023-12-26

Issue

Vol. 18 (2024)

Section

Articles

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