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Big Data – data med stor påverkan i det vardagliga livet: En fallstudie kring hur individen påverkas av Big Data i sin vardagliga kommunikation och interaktion på sociala medier
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies, Media Technology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Big Data, Big Impact – In Everyday Life : A case study of Big Data's impact on the individuals interaction in everyday and social life. (English)
Abstract [en]

Today, it has become a natural part of life for many people to share personal information and turn to search engines and social media as they search and seek information on the internet. This study aims to investigate how individuals are affected by Big Data in their interactions with social media and to understand how individuals relate to personalization of Big Data, digital identity, agency and how they share their own personal data. This has been researched through a case study involving qualitative interviews and experiments. The result of the research shows that personalization of Big Data on social media has an impact on individuals in their ever yday lives. The research from this case study shows a certain negative attitude towards personalization on social media and that there is so me awareness of the companies agency on the internet, this does not affect individuals in taking any actions. This leads to the conclusion that personalization is to some extent a desired function.

Abstract [sv]

Idag har det blivit en självklarhet för många att dela med sig av personlig information på internet och vända sig till sökmotorer och sociala medier när de letar och söker information. Studien syftar till att undersöka hur individer påverkas av Big Data i sin interaktion med sociala medier och att förstå hur individer förhåller sig till personalisering av Big data, digital identitet, aktörers makt och hur de tänker kring delning av personlig data. Detta studeras genom en fallstudie där kvalitativa intervjuer och experiment. Resultatet från studien visar att personalisering av Big Data på sociala medier påverkar individer och deras digitala användning i vardagen. Studien visar en viss negativ inställning till personalisering på sociala medier och på viss medvetenhet kring aktörernas makt på internet, detta påverkar inte individerna att göra aktiva handlingar. Detta leder till slutsatsen att personalisering av Big Data i viss mån är en accepterad funktion, även om det innebär en förlorad makt över sin digitala användning.

Place, publisher, year, edition, pages
2017. , p. 65, [8]
Keywords [en]
Big Data, social media, sociotechnology, filter bubble, digit al divide, digital identity, awareness, agency, social networks, ethics.
Keywords [sv]
Big Data, sociala medier, socioteknik, filterbubbla, digitala klyftor, digital identitet, medvetenhet, aktörskap, makt, social nätverk, etik.
National Category
Media and Communication Technology
Identifiers
URN: urn:nbn:se:sh:diva-34368OAI: oai:DiVA.org:sh-34368DiVA, id: diva2:1177269
Subject / course
Media Technology
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-01-25 Created: 2018-01-24 Last updated: 2018-01-30Bibliographically approved

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CiteExportLink to record
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