Taking Control of Your Personal Data

132 Pages·10.648 MB·English

by  Jennifer Golbeck

Topic Subtopic
Learn about the complicated and evolving world of personal data and what
you can do to protect your privacy. Better Living Personal Development
T Taking Control
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a Professor Jennifer Golbeck
—The Wall Street Journal l D University of Maryland, College Park
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Jennifer Golbeck is a Professor in the College of Information
Studies and Director of the Social Intelligence Lab at the
University of Maryland, College Park, where she also received
her PhD in Computer Science. Professor Golbeck is one of the
world’s foremost experts in the field of social media, and she
is the author of several print and online publications, including
the book Analyzing the Social Web. Her TED talk on what
social media likes can reveal about you was featured in TED’s
2014 Year in Ideas.
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Jennifer Golbeck, PhD
Professor in the College
of Information Studies
University of Maryland,
College Park
Jennifer Golbeck is a Professor
in the College of Information
Studies and Director of the Social Intelligence Lab
at the University of Maryland, College Park. She
received an AB in Economics and an SB and SM in
Computer Science at the University of Chicago,
as well as a PhD in Computer Science from the
University of Maryland, College Park.
Professor Golbeck began studying social media
from the moment it emerged on the web, and she
is one of the world’s foremost experts in the field.
Her research has influenced industry, government,
and the military. She is a pioneer in the field of
social data analytics and discovering people’s
hidden attributes from their online behavior, and
she is a leader in creating human-friendly security
and privacy systems.
Professor Golbeck is the author of several print
and online publications, including the book
Analyzing the Social Web, and she is a frequent
contributor on NPR. Her TED talk on what social
media likes can reveal about you was featured in
TED’s 2014 Year in Ideas.■
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TABLE OF CONTENTS
INTRODUCTION
Professor Biography.................................................i
Course Scope ....................................................... 1
LECTURE GUIDES
Lecture 1 How Your Data Tells Secrets .......................... 2
Lecture 2 The Mechanics of Data Harvesting .................. 11
Lecture 3 Privacy Preferences: It’s All about You............... 22
Lecture 4 The Upside of Personal Data Use ....................32
Lecture 5 Online Tracking: Yes, You’re Being Followed.........42
Lecture 6 Nowhere to Hide? Privacy under Surveillance . . . . . . . 53
Lecture 7 Consent: The Heart of Privacy Control...............63
Lecture 8 Data Scandals and the Lessons They Teach..........73
Lecture 9 The Dark Web: Where Privacy Rules .................83
Lecture 10 Algorithmic Bias: When AI Gets It Wrong............92
Lecture 11 Privacy on the Global Stage .........................101
Lecture 12 Navigating the Future of Personal Data ............ 111
SUPPLEMENTARY MATERIALS
Resources......................................................... 122
Image Credits ....................................................128
ii
TAKING CONTROL OF
YOUR PERSONAL DATA
Today’s headlines are dominated by reports of scandals and hacks
involving millions of people’s personal data. There has never been
a more important time to be informed and in command of what
personal data is, how it’s used, and what you can do to protect
your privacy.
This course introduces you to the complicated and evolving world
of personal privacy in the digital age. You’ll learn what constitutes
personal data, both online and in your physical interactions. You’re
already familiar with much of this data and how it’s gathered and used,
but you may be surprised at how data can be aggregated and analyzed
by powerful algorithms to reveal astonishing things about you.
You’ll be guided through the mechanics of the many technologies that
exist to track your behavior online. Sometimes these technologies
make your life easier, but often they are used in ways that are hidden
and can be used to manipulate you. How comfortable you are with
these practices is a personal choice. This course will help you figure out
where you stand on the spectrum of privacy approaches so that you
can choose the strategy that works for you.
The course offers concrete advice and tools for creating and
maintaining privacy controls that work for you. You’ll find a variety
of control strategies for all of your privacy concerns, from VPNs and
alternative social media options to technologies that help you navigate
the bewildering world of consent. Some of the most serious personal
data issues can only be addressed through regulation, and you’ll
discover how governments in the US and abroad are dealing with
these serious concerns.
The world of personal data is constantly shifting as technology
evolves. This course teaches you how to ask the right questions and
find the right answers to keep your data safe and protected—today
and in the future.
1
Taking Control of Your Personal Data
HOW YOUR DATA TELLS SECRETS
LECTURE 1
The landscape of data collection and analysis has changed many
times over the years—sometimes in expected ways and sometimes
in surprising ways. Never before in human history have we been
able to share so much about ourselves with other people so
quickly. And never in our history have we been so exposed
to forces that want to take advantage of that ability.
And this new reality has pros and cons.
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Artificial Intelligence Algorithms
  Personal data can be a When she did, she posted a
powerful tool to help people. photo of herself at the beach
Consider this example. Suicides on Facebook. The insurance
among soldiers, especially company paying for her
those returning from conflict disability saw the photos,
zones, is unacceptably high. decided that she looked like she
The Department of Defense was having a good time and
acknowledges this as one thus was no longer depressed,
of their most frustrating and revoked her coverage.
problems that they want to Apparently no one told the
do more to address. One insurer that even severely
project showed how soldiers’ depressed people can smile and
social media data and other laugh sometimes.
writings could be analyzed
by artificial intelligence and   We all know that when we
used to identify people at risk post things online—whether
of self-harm. The resulting it’s a restaurant review or
tools could identify suicidality a social media post—this
more accurately than state-of- personal information can
the-art medical approaches, be seen and shared. Data is
and these were built into collected in many startling
other tools to help medical ways, and new information
professionals intervene. is created from that with
artificial intelligence.
  But that same analysis can
also be used to hurt people.
Our data tells stories. It is bad
One infamous story comes
at keeping secrets. Artificial
from Canada, where a woman
intelligence can bring those
was diagnosed with severe
secrets out—sometimes for
depression and put on long-
good and sometimes in very
term sick leave. Her doctors
creepy ways.
advised her to try to have fun
and maybe take a vacation.
3
Taking Control of Your Personal Data
  You create a lot of data by just   But data is collected in many
existing in a digital world. Your more subtle—and some might
purchases are tracked through say nefarious—ways. Maybe
your use of credit cards and you’re chatting with a friend in
loyalty cards. Your internet person, not using your phone
traffic and web searches are at all, and say, “Next year for
recorded. Your social media spring break, we might go to
posts contain all sorts of Costa Rica!” You don’t look up
personal information. Your anything about Costa Rica or
phone tracks your location, post about it; you only make
the apps you use, and the time the comment to your friend.
of day you are using them Yet the next day, ads for Costa
and connects that with your Rican tourism start appearing
contacts, calendars, phone on Facebook or blogs or other
calls, and text messages. websites. How does that
Cameras capture your happen? Some apps have code
movements in public spaces. that turns on your phone’s
It can be overwhelming when microphone and passively
you list it all out like that, but listens in!
most people probably aren’t
surprised by any of this.
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  Huge amounts of data are intelligence algorithms
being collected about you, and that analyze what you have
you’re probably unaware of interacted with before and
many of them. Why is so much then guess about new things
collected? Because it can be you might like in the future. But
used to generate even more what’s going on inside those
information about you! algorithms, and what else can
they find out about you?
  You’re probably familiar with
artificial intelligence algorithms   An algorithm is just a
that use your data, even if you series of steps a computer
haven’t thought about it. For takes. Artificial intelligence
example, Netflix and Amazon algorithms are steps a
both make recommendations computer takes to become
to users. Netflix suggests “intelligent” about something—
shows you might want to such as Siri understanding
watch; Amazon recommends what you’re asking or a map
products you might want to application finding a good
buy. They do this with artificial route for you to take.
Machine Learning Algorithms
  A machine learning algorithm Each day, it would note the
is a specific kind of artificial conditions and then wait to see
intelligence algorithm that if you go outside. If you do, it
helps a computer learn things. learns that that day’s conditions
As a simple example of how are good. If you don’t, it
these algorithms work, say learns that they are bad. Over
you have an app that tracks time, it builds up a model of
when you go outside for a your preferences.
walk or a run. It also knows
the weather. If that app had a
There are great ways that
machine learning algorithm
algorithms help people every
built in, it could start to learn
day, but there are also terrible
which weather conditions
uses of it that invade people’s
are conducive to your walks.
privacy and impact their lives.
5
Taking Control of Your Personal Data
  We build up mental models like in 2012. Researchers used
this for ourselves and others people’s public Facebook
all the time. If you walk with information to guess what
a friend, you probably know their personality traits were.
what days your friend will Basic personality tests,
want to come out and what such as the Myers-Briggs
days he or she will want to stay Type Indicator personality
home. That’s because you have inventory, measure things
learned a model of his or her like whether you’re an
behavior, and even if you’ve introvert or extrovert, if
never seen a day with this you’re a procrastinator
exact set of conditions, you or a planner, and if you’re
can still make a good guess. open to new experiences
or prefer to do the same
  Machine learning models do
things habitually.
the same thing. The algorithm
takes some input, such as   To make an algorithm that
weather conditions, and an could guess these traits from
answer about whether it is Facebook data, researchers
a good or a bad day. Then, the had hundreds of people
algorithm builds a model from take a personality test and
a series of examples. When it’s then fed a machine learning
done, you can ask it a question algorithm their Facebook
about a totally new set of data and their scores.
weather conditions, and it can
The algorithm learned a
make a guess about whether
model of each personality trait.
it’s a good or a bad day.
In the end, the algorithm could
guess someone’s score
  Machine learning models
on the personality test
can use your personal data
exceptionally well just by
as input instead of weather
examining their Facebook
conditions to build up models
data. It was only off by about
that let them guess all kinds of
10 percent, which is basically
personal things about you.
how much your score can
  A lab at the University of change when you take a
Maryland did one of the first test depending on the mood
research projects in this space you’re in.
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