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Online Privacy in Social Media: A Conceptual Exploration of Empowerment and Vulnerability

Author

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  • Jo PIERSON

    (iMinds SMIT Vrije Universiteit Brussel)

Abstract

Current transitions in the media and technology landscape go together with a shift from mass media and personal media to media for 'mass self-communication'. This is illustrated by the way that Web 2.0 or social media (like social network sites and micro-blogging) are becoming commercially engrained in Western everyday life, and the belief that the user is in the driver's seat of socio-technical innovation. However we observe a paradox. On the one hand the instruments and means for empowering users through social media are proliferating, reinforcing the idea of users effectively becoming empowered. On the other hand we find that empirical evidence about what user empowerment really consists of is too a large extent missing and that a risk of denial of the empowerment downside exists. After all if we indeed find opportunities for user empowerment, also the counterpart of disempowerment is at stake. The latter is particularly visible in the relation between social media, empowerment and privacy. In this paper we take a closer look at how people's disempowerment and vulnerability is being reconfigured within the changing media landscape of mass self-communication. To illustrate these transitions, we focus on issues of privacy in relation to social media. In particular we take a critical view on how vulnerability takes shape in online consumer privacy. For this we first discuss the notions of mass self-communication, empowerment and privacy more generally. Next we highlight to what extent privacy for consumers using social media is different and how their vulnerability changes from an external and internal perspective. The transition from the classic view on privacy to online privacy to online consumer privacy illustrates that the notion 'privacy' needs to be rethought. The paper is based on a literature review to deconstruct and explore the key concepts empowerment, disempowerment, vulnerability and privacy in relation to mass self-communication and social media.

Suggested Citation

  • Jo PIERSON, 2012. "Online Privacy in Social Media: A Conceptual Exploration of Empowerment and Vulnerability," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(88), pages 99-120, 4th quart.
    • Handle: RePEc:idt:journl:cs8805
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    References listed on IDEAS

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    1. Alessandro Acquisti & Curtis Taylor & Liad Wagman, 2016. "The Economics of Privacy," Journal of Economic Literature, American Economic Association, vol. 54(2), pages 442-492, June.
    2. Kirsti Maria Ala-Mutka & David Broster & Romina Cachia & Isabel Clara Centeno Mediavilla & Claudio Feijoo & Alexandra Hache & Stefano Kluzer & Sven Lindmark & Wainer Lusoli & Gianluca Misuraca & Corin, 2009. "The Impact of Social Computing on the EU Information Society and Economy," JRC Research Reports JRC54327, Joint Research Centre.
    3. Martin Hand & Elizabeth Shove & Dale Southerton, 2005. "Explaining Showering: A Discussion of the Material, Conventional, and Temporal Dimensions of Practice," Sociological Research Online, , vol. 10(2), pages 101-113, July.
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    Cited by:

    1. Cecere, Grazia & Rochelandet, Fabrice, 2013. "Privacy intrusiveness and web audiences: Empirical evidence," Telecommunications Policy, Elsevier, vol. 37(10), pages 1004-1014.
    2. Kerr, Aphra & Musiani, Francesca & Pohle, Julia, 2019. "Editorial – Communication and internet policy: a critical rights-based history and future," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 8(1), pages 1-16.
    3. Malik, Akanksha & Sinha, Shuchi & Goel, Sanjay, 2022. "Coping with workplace sexual harassment: Social media as an empowered outcome," Journal of Business Research, Elsevier, vol. 150(C), pages 165-178.
    4. Kerr, Aphra & Musiani, Francesca & Pohle, Julia, 2019. "Editorial – Communication and internet policy: a critical rights-based history and future," Internet Policy Review: Journal on Internet Regulation, Alexander von Humboldt Institute for Internet and Society (HIIG), Berlin, vol. 8(1), pages 1-16.

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    JEL classification:

    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification

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