For my second blog post for this section, I wanted to explore Big Data a little further. From initial readings, I came to an understanding that Big Data is powerful, though much of the control aspects are frustrating to users who seem to have little control over what happens to information and data after they put it out in the world.   I found this really great talk (included below) by Professor and Computer Scientist Jennifer Golbeck who discusses some intricacies of what our data says about us, and what can be done to put power back into the hands of the user.

Golbeck uses a couple of examples to show how data can affect us. The first of which is the example of the company Target finding out about a teenage pregnancy before the teenager’s parents. Golbeck reveals that Target is able to track purchase histories for thousands of their customers and use that data to direct specific marketing towards that customer. This particular example of a pregnant teenager might have made purchases of prenatal vitamins, or a purse that was able to contain more baby items. Golbeck notes that Target’s system gives customers a rank that can predict what the woman’s due date is! Golbeck’s aim in telling us about this is that even though there are small bits of information (or purchases) we make that we don’t think reveal very much, in fact reveal a lot.

Golbeck notes that in her lab, she can accurately predict many things, among which are political preferences, religion, age, intelligence and social networks; all of this coming from small bits of information users might not think is too revealing or obvious. Golbeck is obviously concerned with the power that this type of data has, and how this can affect users. She also notes that even though users know how much it affects them, there’s seemingly little they can do about it.

Enter computer scientists. How does Golbeck propose to solve this power struggle? She proposes that though changing corporate policies in user privacy would be affective and modifying laws protecting privacy would also be valuable, the rate of change in our society is quite slow and perhaps might not be the most productive immediate route.  Golbeck advocates for greater research (not from a corporate perspective), but purely for users’ benefit. Research to improve users’ experience online (taking one route of data encryption options that allow for information and data to be shared with only those who they are meant to be shared with).

So how does this affect can this be seen from a library perspective? Golbeck encourages user-controlled data. This is an incredibly important aspect to furthering services, making the product less manipulative and more transparent.   Should libraries be able to use big data to increase user services, they should be made aware of what information is being collection, the repercussions of giving that information, and what it will be eventually used for. Library services on online privacy protection or quick online tutorials I think would also be valuable in library services. Education in privacy seems essential, and as Golbeck (2013) stresses, having an empowered user base is the ideal way to move forward.

References

Golbeck, J. (2013). The curly fry conundrum: why social media “likes” say more than you might think. TED. Retrieved from http://www.ted.com/talks/jennifer_golbeck_the_curly_fry_conundrum_why_social_media_likes_say_more_than_you_might_think/transcript?language=en