“They Know Everything”: Folk Theories, Thoughts, and Feelings About Dataveillance in Media Technologies

Authors

  • Dong Zhang Amsterdam School of Communication Research, University of Amsterdam
  • Sophie C. Boerman Strategic Communication, Wageningen University & Research
  • Hanneke Hendriks Behavioural Science Institute, Radboud University
  • Margot J. van der Goot Amsterdam School of Communication Research, University of Amsterdam
  • Theo Araujo Amsterdam School of Communication Research, University of Amsterdam
  • Hilde Voorveld Amsterdam School of Communication Research, University of Amsterdam

Keywords:

dataveillance, surveillance, folk theory, thought, feeling, coping strategy

Abstract

Dataveillance refers to the automated, continuous, and unspecific collection, storage, and processing of digital traces. This study explores individuals’ perspectives on dataveillance in media technologies by investigating their folk theories, thoughts, and feelings. Through in-depth interviews with participants aged 18 to 86 years, we identified 3 prominent folk theories, which illustrated how individuals make sense of corporate, technology, and state dataveillance. Thoughts and feelings about dataveillance were mixed: Participants perceived a power imbalance, had concerns over unethical practices and their privacy, and found dataveillance violating and creepy; meanwhile, they recognized that dataveillance improved user experiences, brought benefits beyond the realm of technology, and was “smart.” More importantly, we identified 4 cognitive coping strategies people used to rationalize their technology use under dataveillance: Resigning, self-empowering, downplaying, and sympathizing. These findings offer insights into individuals’ beliefs about and responses to dataveillance, providing important implications for policy makers and media literacy programs.

Author Biographies

Dong Zhang, Amsterdam School of Communication Research, University of Amsterdam

Dong Zhang is a PhD candidate at Amsterdam School of Communication Research (ASCoR), University of Amsterdam. She obtained her Bachelor of Social Sciences (Hons.) in Communication at Hong Kong Baptist University and her Master of Science in Communication Science (research) at the University of Amsterdam. She is interested in individuals’ perceptions, responses, and use of surveillance-enabling media technologies.

Sophie C. Boerman, Strategic Communication, Wageningen University & Research

Sophie C. Boerman is an Associate Professor of Persuasive Communication at the Strategic Communication group at Wageningen University & Research. Her research addresses how people are influenced by (digital) communication, and how persuasive communication can empower people to make healthy and sustainable decisions.

Hanneke Hendriks, Behavioural Science Institute, Radboud University

Hanneke Hendriks is an Associate Professor of Communication Science at Behavioural Science Institute, Radboud University. Her research focuses on digital communication topics, mostly – but not limited to – health topics.

Margot J. van der Goot, Amsterdam School of Communication Research, University of Amsterdam

Margot J. van der Goot is an Assistant Professor of Persuasion and New Media Technologies at the Amsterdam School of Communication Research (ASCoR), University of Amsterdam. Her research focuses on human-machine communication, particularly on interactions between humans and conversational agents.

Theo Araujo, Amsterdam School of Communication Research, University of Amsterdam

Theo Araujo is the Scientific Director of the Amsterdam School of Communication Research (ASCoR) and Professor of Media, Organisations and Society at ASCoR, University of Amsterdam. His research focuses on the increasing adoption of artificial intelligence and related technologies within our communication environment, including conversational agents and automated decision-making, and on the development and adoption of computational social science methods for communication research.

Hilde Voorveld, Amsterdam School of Communication Research, University of Amsterdam

Hilde Voorveld is an Associate Professor of Persuasion and New Media Technologies at the Amsterdam School of Communication Research (ASCoR), University of Amsterdam. Her research interests include the uses and effects of emerging media technologies in persuasive communication, with an emphasis on algorithmic persuasion.

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Published

2024-05-14

Issue

Vol. 18 (2024)

Section

Articles

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