Social Transparency through Recommendation Engines and its Challenges: Looking Beyond Privacy

Abstract

Our knowledge society is quickly becoming a 'transparent' one. This transparency is acquired, among other means, by 'personalization' or 'profiling': ICT tools gathering contextualized information about individuals in men–computers interactions. The paper begins with an overview of these ICT tools (behavioral targeting, recommendation engines, 'personalization' through social networking). Based on these developments the analysis focus a case study of developments in social network (Facebook) and the trade-offs between 'personalization' and privacy constrains. A deeper analysis will reveal unexpected challenges and the need to overcome the privacy paradigm. Finally a draft of possible normative solutions will be depicted, grounded in new forms of individual rights.

Keywords

• Recommendation Engines
• Profiling
• Privacy
• ‘Sui Generis’ Copyright