To see and be seen, to know and be known: Perceptions and prevention strategies on Facebook surveillance

Abstract

With the increasing use of social networks, particularly Facebook, a large amount of data is made available. Such extensive and intensive disclosure of public and private matter aspects of individuals’ lives leads to theoretical and conceptual challenges. To answer some of these challenges, it is intended in this article, through the use of a qualitative methodology, to analyse the perceptions that Facebook users have of the surveillance they are subjected to, as well as the identification of prevention strategies that can be adopted. The interaction of these analysis dimensions has enabled the creation of a user typology that it is important, given the very recent nature of the object of this study, to confront and develop through new research.

A Peak Into Individuals’ Perceptions of Surveillance

“…Perceived source of surveillance was measured by asking participants to indicate who or what were monitoring them when they were using their digital devices and services among a list of six choices: 1) the device itself; 2) artificial intelligence; 3) the company that provides the device/service; 4) advertisers; 5) the government; 6) social media platforms. This list was compiled based on the relevant literature (e.g., Augusto & Simões, 2017;Guzman, 2019;Lupton & Michael, 2017;Zuboff, 2019). Participants could select none or multiple options.…”

“…Earlier qualitative studies have mentioned commercial companies, government, employers, and peers as perceived sources of surveillance by individuals (Dencik & Cable, 2017;Lupton & Michael, 2017). While commercial companies cover a wide range of businesses, scholars have often identified advertisers and social media platforms as key sources of digital surveillance (e.g., Augusto & Simões, 2017;Zuboff, 2019). Furthermore, when talking to mobile virtual assistants, individuals perceive the technology itself to be the source of communication (Guzman, 2019).…”