Are you talking to me? – calling laypersons in the sphere of data economy ecosystems

Abstract

PurposeData economy is pervasively present in our everyday lives. Still, ordinary laypersons' chances to genuine communication with other stakeholders are scarce. This paper aims to raise awareness about communication patterns in the context of data economy and initiate a dialogue about laypersons' position in data economy ecosystems.Design/methodology/approachThis conceptual paper covers theory-based critical reflection with ethical- and empirical-based remarks. It provides novel perspectives both for research and stakeholder collaboration.FindingsThe authors suggest invitational rhetoric and Habermasian discourse as instruments towards understanding partnership between all stakeholders of the data economy to enable laypersons to transfer from subjectivity to the agency.Originality/valueThe authors provide (1) theory-based critical reflection concerning communication patterns in the data economy; (2) both ethical and empirical-based remarks about laypersons' position in data economy and (3) ideas for interdisciplinary research and stakeholder collaboration practices by using invitational rhetoric and rational discourse. By that, this paper suggests taking a closer look at communication practices and ethics alike in the data economy. Moreover, it encourages clear, rational and justified arguments between stakeholders in a respectful and equal environment in the data economy ecosystems.

Ethical governance model for the data economy ecosystems

“…As reasoned above, an ethical approach for governing the data economy is needed (Koskinen et al , 2019; Rantanen et al, 2019; König, 2021; Knaapi-Junnila et al , 2022). As an emerging phenomenon, data economy’s impact on society is still unclear.…”

“…Moreover, in business ecosystems (economic), value creation overrides easily the other aspects. Especially layman’s position in data economy is easily reduced to data objects instead of seeing them as active actors (Knaapi-Junnila et al , 2022). Therefore, we use discourse ethical approach for ecosystem to complement the view of ecosystem as a structure where the inclusion of all relevant stakeholders is a precondition for ethicality.…”

“…Aiming to involve citizens, it is essential to ensure that the environment enables respectful, responsive and supportive collaboration. For creating that, we suggest implementing invitational rhetoric (Foss and Griffin, 1995, 2020; Foss, 2009), which has been presented in the context of data economy ecosystems earlier in more detail (Knaapi-Junnila et al , 2022). Invitational rhetoric could be described as an attitude of genuine willingness to listen, present ideas and collaborate with all stakeholders respectfully (Foss and Griffin, 1995).…”

“…However, discourse ethics can be integrated to decision-making in various ways and different levels – keeping in mind that all issues are not ethical ones. House rules can be mentioned as one solution that incorporates Discourse ethics in practice (Knaapi-Junnila et al , 2022). This approach has already been tested in discourse ethical workshops conducted in a Finnish research project, where an ethical, human-centric consent management system was developed for municipalities.…”

“…The concept was generated in discourse ethical workshop series where the main stakeholder groups (citizens, companies, municipalities and third sector) developed consent management systems together with researchers (Koskinen, Knaapi-Junnila and Selkälä). Discourse ethical principles (Knaapi-Junnila et al , 2022) were used by formulating them into following house rules: Create a safe, respectful and positive environment with your own actions. This is achieved by being open, interested and respectful to each other.…”