Effects of Surveillance on Consumers

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Please wrote final project paper from below resources and based on reflection part which I specified below.

                                                              Annotated Bibliography

Farman, L., Comello, M. L. (Nori), & Edwards, J. R. (2020). Are Consumers Put off by Retargeted Ads on Social Media? Evidence for Perceptions of Marketing Surveillance and Decreased Ad Effectiveness. Journal of Broadcasting & Electronic Media, 64(2), 298–319. https://doi.org/10.1080/08838151.2020.1767292

          Farman et al., (2020) seek to examine whether targeted ads on social media put off consumers. The author further examines the perception of consumers towards marketing surveillance. The author tries to seek if marketing surveillance decreases the effectiveness of an Ad. A section of consumers describes targeted ads as creepy. This is because they feel their personal data is collected.

In reflecting on this paper, I was able to establish the perception of consumers towards targeted ads. In addition, I was able to establish the effect of marketing surveillance on the behavior of customers. Targeted ads positively affected the purchasing intent of the majority of consumers (Farman et al., 2020). In a section of consumers, it had a negative effect by putting them off. Consumers exposed to targeted ads felt threatened by increased surveillance triggering negative attitudes and purchase intention.

Levy, K., & Barocas, S. (2018). Refractive Surveillance: Monitoring Customers to Manage Workers. International Journal of Communication, 12, 1166–1188.  https://ijoc.org/index.php/ijoc/article/viewFile/7041/2302

         This paper examines refractive surveillance. Levy & Barocas, (2018) define refractive surveillance as the collection of information over one group. This is done to exercise control over a different group. Levy & Barocas, (2018) investigate data collection by retailers on customers in facilitating managerial control over workers.

In reflecting on this paper, I was able to gain insight regarding refractive surveillance. Refractive surveillance entails data collection of one group to exercise control over a different group. Refractive surveillance in retail can occur via conducting new forms of evaluation. It can also occur via dynamic labor scheduling. Control can be exercised via externalizing worker knowledge and replacing customer self-service. In understanding the full effects of data surveillance, one should consider the management of populations.

Ruckenstein, M., & Granroth, J. (2019). Algorithms, advertising, and the intimacy of surveillance. Journal of Cultural Economy, 13(1), 12–24. https://doi.org/10.1080/17530350.2019.1574866

          This paper examines the intimacy of surveillance. According to Ruckenstein & Granroth, (2019) current corporate marketing is fueled by data surveillance. The paper focuses on emotional reactions due to targeted advertisements. Ruckenstein & Granroth, (2019) demonstrate consumers keep wanting contradictory things. Consumers are against creepy and intrusive advertising. At the same time, consumers expect real-time and relevant predictions regarding their desires and needs.

In reflecting on this paper, I was able to learn about the intimacy of surveillance. I was able to explore the tension existing between two opposing sides of corporate surveillance. The continuously changing algorithms are responsible for this opposing side. Striking the correct balance is crucial for attaining a competitive advantage. Striking the right balance enables the two opposing sides to coexist while minimizing negative effects.

Srinivasan, D. (2019). The Antitrust Case Against Facebook: A Monopolist’s Journey Towards Pervasive Surveillance in Spite of Consumers’ Preference for Privacy.

          This paper focuses on Facebook and its ability surveille its users and extract qualitative data. Facebook plays a crucial role in the lives of over 2 billion people. The author examines the company’s rise to dominance. Srinivasan, (2019) further questions the company's rise to power by promising data privacy in the early days only to end up commercializing data collected from consumers. In correcting the harm done and reducing facebook’s dominance Srinivasan, (2019) suggests migration of Facebook to an open communications protocol.

In reflecting on this paper, I was able to learn about facebook’s rise to monopoly power. Due to a large number of users google ad Facebook has turned the digital advertising market into a duopoly. However, in reducing dominance Facebook ought to migrate to an open communication protocol. Users should be given the power to switch off tracking. By empowering consumers commercial surveillance can be contained.

West, E. (2019). Amazon: Surveillance as a Service. Surveillance & Society, 17(1/2), 27–33. https://doi.org/10.24908/ss.v17i1/2.13008

           This paper looks at surveillance as a service. The company in focus is Amazon. Amazon uses surveillance as a service to its customers. West, (2019) argues that the business practice by amazon is proof that consumers have normalized and embraced services offered as a result of surveillance rather than resisting the intrusive nature that comes with this service. As a result, Amazon is continually designing new services for the purpose of collecting more data. West, (2019) concludes by advocating for subjectification and recognition of surveillance as a service platform.

In reflecting on this paper, I was able to learn about surveillance as a service in Amazon. West, (2019) offer amazing insights regarding how consumers are embracing and normalizing corporate surveillance as opposed to resisting it. Consequently, Amazon on the other hand is exploiting this opportunity. This is achieved by designing services that collection of data from consumers. Case and point is the development of Alexa who is arguably superior to Siri due to more cultural visibility enabling the company to conduct surveillance and collect data in more private spaces.

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