Citizen centric approaches to Social Media analysis (CaSMa)
Ansgar Koene Derek McAuley, Tom Rodden, Claire OMalley, Svenja
Adolphs, Elvira Perez Vellejos, Ramona Statache, Christopher
Carter
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Social Media Analysis Understanding the ways people use social
media and what this means for individuals and society.
Understanding social phenomena and events expressed in social media
by drawing upon social media as a critical, and timely, source of
information. Citizen centric approaches The development of
facilities and approaches that are sensitive to the personal nature
of human data; The promotion of responsible innovation in the
capture, analysis and use of human data. Citizen centric approaches
to Social Media Analysis what does this mean?
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Social Media analytics is experiencing explosive growth Why
citizen centric approaches to Social Media analysis? Social
media-related research in tourism and hospitality Zeng &
Gerritsen, 2014
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We do Social Media analysis for: Scientific curiosity, to gain
insight into the human condition and how society works To help
people live better lives by increasing the efficiency of cities,
health services etc. We follow the ethics guidelines and avoid
linking of data/results to specific individuals. However: The
results from our research can/are used outside of the scientific
community (corporations, intelligence agencies etc.) Why should
this raise concerns?
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Facebook our algorithms decide what you see and how you feel
Social Medial research with questionable ethics
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OkCupid our algorithms manipulate your love life Social Medial
research with questionable ethics
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NSA/GCHQ, etc. Michele Catalano household web-search for
pressure cooker and backpack resulted in being raided by the joint
terrorism task force (Sharwood, 2013) Google and other advertisers
use Social Media analysis to target advertising the 100 most widely
used websites are monitored by more than 1,300 firms (TRUSTe, cited
in the Economist Sept 13, 2014) Growing distrust by the public who
fear being manipulated Non-research applications of SMa
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There is a need for greater transparency in the research use of
new forms of data, maximising the gains in knowledge derived from
such data while minimising the risks to individuals privacy,
seeking to retain public confidence in scientific research which
makes use of new forms of data. - OECD New Data for Understanding
the Human Condition: International Perspectives Implications for
research
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The importance of Small Data Human data is intimate and
personal, not big and aggregated The need to be Ethical by Design
Responsible innovation should be built into the tools and
approaches Putting people at the centre of human data Move from a
transactional model where people are severed from their data to a
model where people hold their data a Citizen Centric approach
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Problems: Balance of power Participants loose all control once
data is submitted to the central database Security high profile
target containing more data than necessary Redesigning data
ownership Standard Approach Central Database (held by researchers)
Participant 1 Participant 2 Participant n data Third party
(researcher) query results data query
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Redesigning data ownership Decentralized ethics by design
approach P1 Personal container Participant 1 data Participant 2
Participant 3 P3 Personal container P2 Personal container data data
query Request distributor data request data query Third party
(researcher) Reply integration confirmation reply Integrated
result
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Advantages: Privacy responses to data requests can be
ID-free/use-and- dispose-IDs (sent via through TOR network)
Transparency Confidence Trust Data cross-referencing requires
posting of combined information request, allowing participant side
check of risk of de-anonymization. Security Distributed data
storage reduces value of individual targets. Redesigning data
ownership
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Dataware (Horizon, UoN) Personal Containers Ma3tch (FIU.net,
EU) Existing implementations Udo Kroon, 2013 Financial
Investigation Unit
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Open Data agenda by government and research councils Concerns
regarding privacy when large databases are merged de-anonymization
Third-party re-use of data related to an (anonymized) individual,
via an Open Data repository, is almost guaranteed to violate the
Code of EU Online Rights. Responsibility of academics to provide an
example to industry concerning possibility of doing ethical Social
Media analysis that is useful but also respects peoples privacy.
Further reasons for citizen centric ethical by design
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Citizen centric approaches to Social Media analysis that
pro-actively considers ethical and privacy implications by
employing ethical by design methods, can provide transparency of
the research use of social media data minimize the risks to
individuals privacy, thus safeguarding the trust and cooperation of
the public and maximising the gains in knowledge derived from such
data. Conclusion
1. . The data that individuals provide directly or indirectly
must not be used for purposes other than originally intended. Nor
can such data be passed on indiscriminately to entities that the
individual has not chosen to be involved with. . 2. Individuals
have the right to receive information from people and companies
holding some of their personal data in their files, such as
websites, data bases, service providers etc. (data controllers),
and they have the right to correct or erase this data if it is
incomplete or inaccurate: Data controllers are required to inform
consumers when they collect personal data about them; Individuals
have the right to know the name of the controller, the intended use
of the data processing, and to whom the data may be transferred;
Individuals are entitled to ask the data controller whether he is
processing personal data about them; Individuals have the right to
receive a copy of the data that relates to them in intelligible
form; Individuals have the right to ask for the deletion, blocking
or erasing of the data if it is incomplete, inaccurate or obtained
unlawfully. Individuals have the right to object to the processing
of personal data. Code of EU Online Rights