City Research Online

Abstract

Our relationship to technology is deeply paradoxical. On the one hand, we buy and constantly use more devices and apps, leaving our traces in the digital space. On the other hand, we increasingly fear the dark sides of being dependent on technology and of data abuse. Inadequate knowledge and errors make it difficult to predict unintended consequences, and often problems emerge due to deliberate choices to pursue some interests while ignoring others. Hot topics include data privacy, potentially biased or discriminating algorithms, the tension between free choice and manipulation, and the optimization of questionable outputs while ignoring broader effects.

Fighting unintended consequences should get to the roots of the problems. As for personal data, users should get more control over what they share. Further, more transparency can help avoid dystopian outcomes. It concerns the use of data, in particular, by algorithms. The high concentration of power of a few global players should also be watched closely, and societies need to be critical towards their actions and objectives. Even seemingly noble motives come at a price, and this price needs to be negotiable.

Publication Type:	Article
Additional Information:	© 2021 Caroline Wiertz et al., published by Sciendo This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.
Publisher Keywords:	Digital Marketing, Algorithms, Marketing Utopia, Marketing Dystopia, Unintended Consequences
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Departments:	Bayes Business School Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

Export

Downloads