Abstract

The role and influence of social media on daily life is increasing day by day. It also brings about the change of the privacy concept in terms of meaning and role. The personal information that is being shared via social media content is analyzed in a big data pool and is used by various sectors. In this context, it is also discussed whether individuals have information about the privacy policies they approve while using social networks. In this study, it is aimed to evaluate individuals’ perspectives on privacy in social media, big data and privacy issues from the perspective of communication privacy management theory. For this aim, a qualitative research design and an in-dept interview technique was used in the study. In-dept interviews were conducted between November 2019 and December 2019 with 18 social media users who were selected by purposive sampling, which is one of the non-probable sampling methods. The data was evaluated by the Miles & Huberman (1994) model. As a result, it was understood that the participants mostly paid attention to the privacy of their private lives on social media and benefited from the privacy settings offered to them. On the other hand, it was understood that the participants didn’t read the privacy policies published by social media platforms and they approved those policies as they wanted to be members of those platforms. Even if they are worried about sharing their personal information, it seems that they continue to share. In this context, it can be interpreted as the participants’ desire to be on a platfrom and to express themselves through sharing is suppressing their privacy concerns.

Keywords

• Big data
• privacy
• social media
• privacy issues on social media
• communication privacy management theory

Sosyal Büyük Veri Ekseninde Kişisel Gizlilik Sorunsalı: Türkiye’de Eğitimli ve Kentli Sosyal Ağ Kullanıcılarının Gizlilik Sorunlarına Yaklaşımları

Abstract

Günlük yaşam üzerinde sosyal medyanın rolü ve etkisi her geçen gün artmaktadır. Bu durum beraberinde gizlilik kavramının anlam ve rol açısından değişimini de getirmektedir. Sosyal medyadaki içerikler aracılığıyla paylaşılan kişisel bilgiler, büyük veri havuzu içinde analiz edilerek pek çok farklı sektör tarafından kullanılmaktadır. Bu bağlamda bireylerin sosyal ağları kullanırken onayladıkları gizlilik politikaları hakkında bilgiye sahip olup olmadıkları da tartışılagelmektedir. Bu çalışmada bireylerin sosyal medyada gizliliğe bakış açılarının, büyük veri ve gizlilik konularının iletişim gizliliği yönetimi kuramı ekseninde değerlendirilmesi amaçlanmaktadır. Bu amaçla çalışmada nitel bir araştırma tasarımından ve derinlemesine görüşme tekniğinden yararlanılmıştır. Olasılıklı olmayan örneklem seçimi yöntemlerinden amaçlı örneklem yöntemiyle seçilen 18 sosyal medya kullanıcısıyla Kasım 2019-Aralık 2019 tarihleri arasında derinlemesine görüşme yapılmıştır. Veriler, Miles & Huberman (1994) modeli çerçevesinde değerlendirilmiştir. Araştırma sonucunda katılımcıların ağırlıklı olarak sosyal medyada özel yaşamlarının gizliliğine önem verdikleri ve kendilerine sunulan gizlilik ayarlarından yararlandıkları anlaşılmıştır. Öte yandan katılımcıların, sosyal medya platformlarının yayınladığı gizlilik politikalarını okumadıkları ve okusalar dahi platforma üye olmak istedikleri için onayladıkları anlaşılmıştır. Kişisel bilgilerini paylaşmaktan tedirgin olsalar bile birtakım önlemlerle paylaşmaya devam ettikleri görülmektedir. Bu bağlamda katılımcıların bir platformda bulunma, paylaşımlarla kendilerini ifade etme isteklerinin gizlilik endişelerini bastırdığı şeklinde belirtilebilmektedir.

Keywords

• Büyük veri
• gizlilik
• sosyal medya
• sosyal medyada gizlilik sorunları
• iletişim gizliliği yönetimi kuramı

Supporting Institution

Yazarlar bu çalışma için finansal destek almadığını beyan etmiştir.

References

1. Aktan, E. (2018). Büyük veri: Uygulama alanları, analitiği ve güvenlik boyutu. Bilgi Yönetimi Dergisi, 1(1), 1-22.
2. Ashworth, L., & Free, C. (2006). Marketing dataveillance and digital privacy: Using theories of justice to understand consumers’ online privacy concerns. Journal of Business Ethics, 67, 107-123.
3. Aslanyürek, M. (2016). İnternet ve sosyal medya kullanıcılarının internet güvenliği ve çevrimiçi gizlilik ile ilgili kanaatleri ve farkındalıkları. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 3(1), 80-106.
4. Aquisti, A., & Gross, R. (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Privacy Enhancing Technologies Workshop Pre-proceedings (pp. 1-16).
5. Belle, A., Thiagarajan, R., Soroushmehr, S. M. R., Navidi, F., Beard, A. D., & Najarian, K. (2015). Big data analytics in healthcare. Biomed Research International, 1-16. https://doi.org/10.1155/2015/370194
6. Bello-Orgaz, G., Jung, J. J., & Camacho, D. (2016). Social big data: Recent achievements and challenges. Information Fusion, 28, 45-59.
7. boyd, d. m., & Ellison, N.B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer- Mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x
8. boyd, D., & Crawford, K. (2014). Critical questions for big data. Information, Communication & Society, 15(5), 662- 679.

9. Burgoon, J.K. (1982). Privacy and communication. In M. Burgoon (Ed.), Communication Yearbook 6 (pp. 206-249). CA, USA: Sage.
10. Cavusoglu, H., Phan, T., & Cavusoglu, H. (2013). Privacy controls and content sharing patterns of social network users: A natural experiment. ICIS 2013 Proceedings.
11. Chennamaneni, A., & Taneja, A. (2015). Communication privacy management and self-disclosure on social media – A case of Facebook. Proceedings of the 21st Americas Conference on Information Systems (pp. 1-11).
12. Child, J.T., & Petronio, S. (2011). Unpacking the paradoxes of privacy in CMC relationships: The challenges of blogging and relational communication on the internet. In K. B. Wright, & L. M. Webb (Eds.), Computer- Mediated Communication in Personal Relationships (pp. 21-40) NY, USA: Peter Lang.
13. Couldry, N., & Turow, J. (2014). Advertising, big data and the clearance of the public realm: Marketers’ new approaches to the content subsid. International Journal of Communication, 8, 1710-1726.
14. Cox, M., & Ellsworth, D. (1997). Application-controlled demand paging for out-of-core visualization. Proceedings of the 8th Conference on Visualization’97, Phoenix, USA, (pp. 235-244).
15. Cyganek, B., Graña, M., Krawczyk, B., Kasprzak, A., Porwik, P., Walkowiak, K., & Woźniak, M. (2016). A survey of big data issues in electronic health record analysis. Applied Artificial Intelligence, 30(6), 497-520.
16. Çoban, B. (2014). Göz ve İktidar: “Vitrinlere Değil Gökyüzüne Bak!” LAÜ Sosyal Bilimler Dergisi, 5(1), 1-15.
17. Debatin, B., Lovejoy, J.P., Horn, A-K., & Hughes, B.N. (2009). Facebook and online privacy: Attitudes, behaviors, and unintended consequences. Journal of Computer-Mediated Communication, 15, 83-108.
18. De Prato, G. & Simon, J.P. (2015). The next wave: “big data”? Digiworld Economic Journal, 97(1), 15-39.
19. Dienlin, T., & Trepte, S. (2014). Is the privacy paradox a relic of the past? an in-depth analysis of privacy attitudes and privacy behaviors. European Journal of Social Psychology, 45(3), 285-297. https://doi.org/10.1002/ ejsp.2049
20. Digital in 2019. (2019). We are Social. Retrieved from https://wearesocial.com/global-digital-report-2019
21. Durham, W.T. (2008). The rules-based process of revealing/concealing the family planning decisions of voluntarily child-free couples: A communication privacy management perspective,Communication Studies, 59(2), 132-147. https://doi.org/10.1080/10510970802062451
22. Drennan, J., Mort, G.S., & Previte, J. (2006). Privacy, risk perception, and expert online behaviour: An exploratory study of household end users. Journal of Organizational and End User Computing, 18(1), 1-22.
23. Ergen, Y. (2018). Büyük veri, sosyal medya ve etik: Facebook örneğinde bir değerlendirme. Yeni Düşünceler, 10, 53-64.
24. Eroğlu, Ş. (2018). Dijital yaşamda mahremiyet (gizlilik) kavramı ve kişisel veriler: Hacettepe Üniversitesi bilgi ve belge yönetimi bölümü öğrencilerinin mahremiyet ve kişisel veri algılarının analizi. Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 35(2), 130-153.
25. Foucault, M. (1995). Discipline and Punish: The Birth of the Prison. USA: Penguin Books.
26. Fuchs, C. (2011). An alternative view of privacy on Facebook. Information, 2, 140-165.
27. Gahi, Y., Guennoun, M., & Mouftah, H.T. (2016). Big data analytics: Security and privacy challenges. 2016 IEEE Symposium on Computers and Communication (ISCC), Messina, Italy (pp. 952-957).
28. Garg, V., Benton, K., & Camp, L.J. (2014). The privacy paradox: a Facebook case study. 2014 TPRC conference.
29. Griffin, E. (2011). A first look at communication theory. New York, USA: The McGraw-Hill.
30. Guellil, I., & Boukhalfa, K. (2015). Social big data mining: A survey focused on opinion mining and sentiments analysis. 12th International Symposium on Programming and Systems, ISPS 2015 (pp. 132–141). https://doi. org/10.1109/ISPS.2015.7244976.
31. Hekimoğlu, H. (2019). Sosyal Ağlarda Mahremiyetin Dönüşümü: Instagram Örneği (MA Thesis, Erciyes University, Institute of Social Sciences).
32. Jin, S.-A.A. (2013). Peeling back the multiple layers of Twitter’s private disclosure onion: The roles of virtual identity discrepancy and personality traits in communication privacy management on Twitter. New Media & Society, 15(6), 813-833. https://doi.org/10.1177/1461444812471814
33. Joinson, A.N., & Paine, C.B. (2007). Self-disclosure, privacy and the internet. In A. N. Joinson, K. Y. A. McKenna, T. Postmes, & U. Reips (Eds.), The Oxford Handbook of Internet Psychology (pp. 237-252). UK: Oxford University Press.
34. Joinson, A.N., Houghton, D. J., Vasalou, A., & Marder, B.L. (2011). Digital crowding: Privacy, self-disclosure and technology. In S. Trepte, & L. Reinecke (Eds.), Privacy Online. Perspectives on Privacy and Self-Disclosure in the Social Web (pp. 31-44). New York, USA: Springer.
35. Kemper, E. A., & Stringfield, S. (2003). Mixed methods sampling strategies in social science research. In A. Tashakkori, C. Teddlie, & C. B. Teddlie (Eds.), Handbook of Mixed Methods in Social & Behavioral Research (pp. 273-296) USA: Sage Publications.
36. Laney, D. (2001). 3D data management: Controlling data volume, velocity and variety. META Group Research Note, 6.
37. LinkedIn Gizlilik Politikası. (2019). Linkedin. Retrieved from https://www.linkedin.com/legal/privacy-policy#share
38. Lynn, T., Healy, P., Kilroy, S., Hunt, G., van der Werff, L., Venkatagiri, S., & Morrison, J. (2015). Towards a general research framework for social media research using big data. 2015 IEEE International Professional Communication Conference (IPCC) (pp. 1-8). https://doi.org/10.1109/ipcc.2015.7235843
39. Lyon, D. (2001). Surveillance Society: Monitoring Everday Life. UK: McGraw-Hill Education.
40. Mahrt, M., & Scharkow, M. (2013). The value of big data in digital media research. Journal of Broadcasting & Electronic Media, 57(1), 20-33. https://doi.org/10.1080/08838151.2012.761700
41. Mayer-Schönberger, V., & Cukier, K.(2013). Big Data: A Revolution That Will Transform How We Live, Work, And Think. USA: Houghton Mifflin Harcourt.
42. Metzger, M. J. (2007). Communication privacy management in electronic commerce. Journal of Computer Mediated Communication, 12(2), 335-361. https://doi.org/10.1111/j.1083-6101.2007.00328.x
43. Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. California, USA: SAGE.
44. Mitrou, L., Kandias, M., Stavrou, V., & Gritzalis, D. (2014). Social media profiling: a panopticon or omniopticon tool? Proceedings of the 6th Conference of the Surveillance Studies Network.
45. Nguyen, M., Bin, Y.S., & Campbell, A.(2012). Comparing online and offline selfdisclosure: A systematic review, Cyberpsychology, Behavior and Social Networking, 15(2), 103-111.
46. Nippert-Eng, C. (2010). Islands of Privacy. Chicago, IL :University of Chicago Press.
47. Nissenbaum, H. (2009). Privacy in Context: Technology, Policy, and the Integrity of Social Life. California, USA: Stanford University Press.
48. Onifade, O., Olomu, M., Ajao, B.F., Atoyebi, M., & Ilevbare, O. (2018). Social media users perception on privacy issues in a Nigerian university. Journal of Digital Innovations & Contemporary Research in Science, Engineering & Technology, 6(2), 35-46.
49. Öz, M. (2014). Sosyal medya kullanımı ve mahremiyet algısı: Facebook kullanıcılarının mahremiyet endişeleri ve farkındalıkları. Journal of Yasar University, 9(35), 6099-6260.
50. Pan, Y., & Zinkhan, G.M. (2006). Exploring the impact of online privacy disclosures on consumer trust. Journal of Retailing, 82(4), 331-338. https://doi.org/10.1016/j.jretai.2006.08.006
51. Petronio, S. (1991). Communication boundary management: A theoretical model of managing disclosure of private information between marital couples. Communication Theory, 1, 311-335.
52. Petronio, S., & Kovach, S.(1997). Managing privacy boundaries: Health providers’ perceptions of resident care in scottish nursing homes. Journal of Applied Communication Research, 25(2),115-131. https://doi. org/10.1080/00909889709365470
53. Petronio, S. (2002). Boundaries of Privacy. USA: SUNY Press.
54. Pridmore, J., & Zwick, D. (2011). Editorial: Marketing and the rise of commercial consumer surveillance. Surveillance & Society, 8(3), 269-277.
55. Raynes-Goldie, K. S. (2012). Privacy in the Age of Facebook: Disclosure, Architecture, Consequences (Doctoral dissertation, Curtin University Faculty of Humanities Department of Internet Studies). Retrived from https:// pdfs.semanticscholar.org/466a/3ae1c8c43cdb583089cba198db04b01a4527.pdf
56. Sang, L. (2015). Social Big Data and Privacy Awareness (MA Thesis, Uppsala University Department of Informatics and Media Information Systems). Retrieved from https://www.diva-portal.org/smash/get/diva2:783517/ FULLTEXT01.pdf
57. Scott, J. D. (2017). Social media and government surveillance: The case fot better privacy protections for our newest public space. Journal of Business & Technology Law, 12(2), 151-164.
58. Shozi, N.A., & Mtsweni, J. (2017). Big data privacy in social media sites. IST Africa Conference Proceedings (pp. 1-9).
59. Smith, M., Szongott, C., Henne, B., & von Voigt, G. (2012). Big data privacy issues in public social media. 6th IEEE International Conference on Digital Ecosystems & Technologies (pp. 1-6). https://doi.org/10.1109/ dest.2012.6227909
60. Snapchat Gizlilik Politikası. (2019). Snapchat. Retrieved from https://www.snap.com/tr-TR/privacy/privacy-policy
61. Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social Media analytics–Challenges in topic discovery, data collection, and data preparation. International Journal of Information Management, 39, 156-168.
62. Şimşek, T. (2019). Sosyal medyada mahremiyetin ifşası “Instagram örneği.” Sosyolojik Düşün, 4(1), 10-24.
63. Tang, J., Chang, Y., & Liu, H. (2014). Mining social media with social theories: A survey. SIGKDD Explor. Newsl., 15(2), 20–29.
64. Tekin, H.H. (2006). Nitel araştırma yönteminin bir veri toplama tekniği olarak derinlemesine görüşme. İstanbul Üniversitesi Sosyoloji Dergisi, 3(13), 101-116.
65. Tosun, L. (2012). Motives for Facebook use and expressing ‘‘true self’’ on the internet. Computers in Human Behavior, 28(4), 1510-1517.
66. Tufekci, Z. (2014). Big questions for social media big data: Representativeness, validity and other methodological pitfalls. Proceedings of the 8th AAAI Conference on Weblogs and Social Media (pp. 505-514).
67. Tuunainen, V.K., Pitkanen, O., & Hovi, M. (2009). Users’ awareness of privacy on online social networking sites – Case Facebook. 22nd Bled eConference Enablement: Facilitating an Open, Effective and Representative eSociety, June 14-17, Bled, Slovenia.
68. Twitter Privacy Policy. (2019). Twitter. Retrieved from https://twitter.com/en/privacy#update
69. Utma, S. (2018). Mahremiyet olgusu ve sosyal medyada mahremiyetin serüveni. Uluslararası Sosyal Araştırmalar Dergisi, 11(59), 1193-1204.
70. Van Dijk, J. (2016). Ağ Toplumu. İstanbul, Turkey: Kafka-Epsilon Yayıncılık.
71. Veri İlkesi. (2019). Facebook. Retrieved from https://tr-tr.facebook.com/privacy/explanation
72. Waters, S., & Ackerman, J. (2011). Exploring privacy management on Facebook: Motivations and perceived consequences of voluntary disclosure. Journal of Computer-Mediated Communication, 17(1), 101–115. https://doi.org/10.1111/j.1083-6101.2011.01559.x
73. Westin, A. (1967). Privacy and Freedom. New York, USA: Atheneum.
74. Westin, A. F. (2003). Social and political dimensions of privacy. Journal of Social Issues, 59(2), 431-453.
75. White, M. (2012). Digital workplaces: Vision and reality. Business Information Review, 29(4), 205-214.
76. Whiting, A., & Williams, D. (2013). Why people use social media: A uses and gratifications approach. Qualitative Market Research: an International Journal, 16(4), 362-369.
77. Xu, Z., Liu, Y., Yen, N., Mei, L., Luo, X., Wei, X., & Hu, C. (2016). Crowdsourcing based description of urban emergency events using social media big data. IEEE Transactions on Cloud Computing, (pp. 1–1). https://doi. org/10.1109/tcc.2016.2517638
78. Zengin, M., Zengin, G., Altunbaş, H. (2015). Sosyal medya ve değişen mahremiyet “Facebook mahremiyeti.” Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 3(2), 112-136.
79. Zimmer, M., Kumar, P., Vitak, J., Liao, Y., & Kritikos, K. (2018). ‘There’s nothing really they can do with this information’: unpacking how users manage privacy boundaries for personal fitness information. Information, Communication & Society, https://doi.org/10.1080/1369118X.2018.1543442