Abstract
This conceptual paper explores the role of communication around data practices of Big Tech companies. By critiquing communication practices, we argue that Big Tech platforms shape users into data subjects through framing, influencing behaviour, and the black-boxing of algorithms. We approach communication about data from three perspectives: (1) current data communication constructs reductive data identities for users and contributes to the colonization of daily routines; (2) by strategically deploying the black box metaphor, tech companies try to legitimize abuses of power in datafication processes; (3) the logic in which communication is mediated through the interfaces of Big Tech platforms is normalizing this subjectification. We argue that critical data literacy can foster individual resilience and allows users to resist exploitative practices, but this depends on transparent communication. The opposite seems standard among tech companies that obfuscate their data practices. Current commercial appropriations of data ethics need to be critically assessed against the background of increasing competition in the digital economy
Original language | English |
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Pages (from-to) | 333-349 |
Number of pages | 17 |
Journal | Information Communication and Society |
Volume | 27 |
Issue number | 2 |
Early online date | 26 Apr 2023 |
DOIs | |
Publication status | Published - 2024 |
Bibliographical note
Publisher Copyright:© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Funding
This work was supported by Nederlandse Organisatie voor Wetenschappelijk Onderzoek.
Funders | Funder number |
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Nederlandse Organisatie voor Wetenschappelijk Onderzoek |
Keywords
- Big Tech
- Data communication
- critical data literacy
- data identities
- data practices