Role of Privacy in Search Engines - Essay Example

The Role of Search Engines Privacy The Role of Privacy in Search Engines Introduction What would the world today look like without search engines? Which student in Europe attending high school that has never queried a topic using a web search engine? This represents some of the obvious questions; that the use of search engines is widespread and the modern society is unimaginable without search engines. However, it may be possible that many internet users both old and young can not consciously differentiate between search engines and web browsers. Especially now that web browsers incorporate the search engines as their user interface. Nevertheless, many internets users appreciate and depend on the outcomes they get from their different search queries. A universally accepted definition of search engines has never been agreed upon and many scholars tend to define it differently. For this paper, Halavais (2009, 5-6) definition of search engines will be followed which is “an information retrieval system that allows for keyword searches of distributed digital text.” From this definition, it is apparent that it also contains some technical concepts and terms that need further elucidation. An analysis of the underlying technical concepts of search engines is going to help analyze the context of the role of privacy in search engines. Search engines allow different internet users to access crucial information through links that direct them to resources online covering a plethora of topics. Thus, many people are tending to view the technology of search engines in a positive light and others as “value-neutral.” However, search engines can cause a number of privacy controversies. The issue of privacy has gained much public awareness and raised debates on what is private and what is not in the society today. The infringement of people’s privacy has been escalated with the rise of new technologies. The world has now shifted from the use of stand-alone computers to the sharing of information over world linked computer networks such as the computer-enabled biometric systems, World Wide Web, video and radio-frequency surveillance systems, and networked mobile devices. Among the controversial privacy concerns, public surveillance is the most vexing as the government regularly collects information of its citizens. Governments often do this with the argument that they are protecting its citizens from terrorist attacks and criminal activities. Businesses also collect their customers’ information through cookies left by customers when they visit their websites (Nissenbaum, 2004). The term privacy is a wide idea for discussion. For this paper, the scope of privacy will be limited to information about people. The right of privacy will revolve around individuals and particular persons and not privacy of institutions or groups. It will encompass what is widely known as personal information; the confidential or sensitive information an individual do not want exposed to other people. An analysis of the role of privacy in search engines will mainly be underpinned to the idea of liberalism. Liberalism The term liberalism can be defined as that domain of political thinking that believes that, despite possible risk to the wider social body, people must be accorded personal freedom and the right to privacy. Liberalism has become a model of modern civilization. It advocates for several ideologies including personal autonomy, being able to have a sense of self-governance and self-development. Also, it emphasizes on the need to be free to develop and accomplish personal ideas without the state or local government interference or from other people. Liberty can be categorized into two forms: positive and negative liberty (Berlin, 2006). Negative liberty involves the lack of coercion, constraints, barriers, obstacles or interference from others. A person will take on his daily duties peaceful without any sense of disturbance (termed as “freedom from…”). On the other hand, positive liberty a person is actively involved in shaping and realizing his dreams. An individual has the ability to take control of his life; it may be individually or as a group (termed as “freedom to…”). Liberalist advocacy for privacy ensures that autonomy is achievable. Autonomy is the ability to conduct ones’ activities and ability to exercise self made decisions even though they are unpopular in the eyes of the majority (public). Legislations on Online Privacy Matters The online environment has disclosed people’s privacy issues. It involves activities such as social media sites (i.e. facebook, twitter), online shipping services (buying and selling of goods and services online). People can unknowingly reveal their personal information to others, and sometimes companies and governments can track people’s information without them noticing. Most companies use cookies to collect information about their customers. Governments use public surveillance systems to obtain information about its citizens. All this issues necessitate the developing of policies that will protect the privacy of people. The legislative that will be considered are of the Europe privacy laws. The privacy laws are usually formulated by representatives from member states including ministers of the UK government and the Members of European Parliament (MEPs). The objective is to create a free market for all at the same time regulating and improving the quality of the environment. The laws can be categorized into these three functions: (1) limit public surveillance systems and the use of collected citizen’s information by government departments, (2) restricting the access to private, personal or sensitive information, and (3) curbing intrusions into places considered personal or private. Some of the European privacy protection laws are as follows (Article 29 Data protection Working Party (2011): Opinion 15/2011 on the definition of consent.). The European Cookie Directive (2009/136/EC): this is an amendment that requires business to access customers’ cookies only after getting their customers’ consent. The e-Privacy Directive (2002/58/EC): it regulates the confidentiality of information, treatment of traffic data, spam and cookies. The Universal Service Directive (2002/22/EC): it deals with service obligations and the rights of users in respect to use of telecommunication services. The Data Protection Directive (95/46/EC): it protects individuals in respect to the manner that their personal data is processed and moved. The Privacy and Electronic Communications Regulations 2003 (PECR): this is a UK based legislation that regulates direct marketing activities by electronic means. Net Neutrality Liberal view on network neutrality is that there is a need to create a transparent and neutral network system whereby data is transferred directly to the end-points through browsers and servers. There should be no inspection of data content passing through the internet. The protocols designs involved in the transfer of data (TCP/IP or HTML) should not be dependent on maintenance of state. That is, should not be underpinned by information on the end-to-end communication state. The Web serves two functions (1) sharing of information universally, and (2) acting as a universal monitoring tool. Originally the Web was customized to share equally information among people through the internet. However, later technologies such as the one developed by Netscape changed this: they designed a tiny code implanted in the browser that would capture a user’s information and relay it back to its owner. Cookies wee initially meant for customizing web pages but now they tracking every user’s visits across the Web. This data collected has now emerged as the de-facto online business model, considering the invaluable use of the personal information by marketers to determine consumer behaviors and preferences. Marketers develop ads targeted to the user’s behaviors. The rise of such technology tends to instill an uncanny feeling on users as the Web seems to be aware of their private messages contents. In addition, uneasiness is intensified when they receive recommendations regarding services and products that reflect the most intimate of details. Also, social networking sites such as Facebook and Twitter relay personal information that can be invaluable to marketers. This data is usually unstandardized and unregulated. Hence, to protect the right of privacy the European commission has come with regulatory mechanisms such as the Data Protection Act. However, the Data Protection Act is facing criticism and social sites are lobbying people again any data protection act. In addition, another challenge is that the member states are excluding themselves to the regulation citing the need to fight terrorism since the police are not ready to respect right of privacy (Halpin, 2013). Public Concern of Privacy Public concern about online privacy is high. The informational practices of web sites are becoming of much interest among people. It includes also the nature of information collected and the way it is used. The public need to be well-informed on practices of Web sites so as to come up with informed decisions regarding which information to share. The fear of the public is that this information collected may be distributed to other unintended individuals. Policies that require business to seek permission from the users before collecting personal information have received much public support (Metzger, 2003). Data security is the major concern of all private information. Protection against data theft may be accomplished through technical and managerial means. For example, businesses can restrict the access of customers’ information to authorized personnel only, use secure servers or encrypt the information. Internet users fear that their financials (i.e. credit cards) or sensitive information (i.e. email) can be accessed by hackers (Yoon, 2010). Some of the policies that try to maintain the integrity of the online include the European Union Data protection Act. Privacy Statements Consumers have also a personal role to play in protecting their right to privacy in the online environment. They must read the privacy statements of the various Web sites they visit to determine if they are safe for the information exchange. Organizations are not legally bound to protect consumers through privacy statements; they are required to define how they use the personal information. However, some of the private statements issued by companies provide vague promises about keeping consumer’s information safe and secure. Thus, the use of privacy statements only does not guarantee that one’s information will be protected. The constant technological advancements coupled with ignorant users that do not read privacy statements show that there is the need to develop direct legislative measures to protect privacy of users (Papacharissi, 2005). Effects of Online privacy Infringement The number of commercial websites available nowadays has increased but consumers’ perception is that e-commerce transactions pose more risks than the traditional purchasing methods. Consumers do not completely trust online vendors and online shopping which is an impediment to the development of the e-commerce industry. Trust often arises in a situation whereby there the environment is uncertain and risky. Trust building in e-commerce is important since, in a virtual environment, uncertainty levels of economic transactions are high as compared to the traditional settings (Golding, 2012). Online transactions information exchanges involve more than uncertainty. It is also characterized by absence of control, anonymity, and potential opportunism. All these factors make risk and trust significant elements for e-commerce. Consumers on the internet are exposed to many risks and considering that the transactions also seem to be risky. They share sensitive information (such as telephone number, e-mail address) and financial details (i.e. credit cards), this is regardless of the location of the firms. Consumers lack substantial knowledge or cannot be able to inspect goods and services and know how the retailer will use the information collected. Thus, they resort to formulation of mental shortcuts in their transactions. One such crucial shortcut is trust, which can help to reduce the uncertainty consumers’ face (Grabner-Krauter, 2008). Conclusion Online privacy has been a contentious issue since the development of the internet and use of the World Wide Web. People’s privacy has been infringed upon both consciously and unconsciously. The main privacy intrusions have been public surveillance systems, business use of cookies to gather consumers’ information and use of radio frequency technology. People also unknowingly or due to ignorance share their personal information in the online environment through social networking sites and visits to Web sites (Yong, 2011). The right to privacy has gained much public support but its implementation has faced many barriers. Legislations have been passed, but its full enactment has been difficult citing cases of preventing terrorist activities, lobbying from powerful and multinational corporations that influence the effecting of such policies. The Data Protection Act by the European Union is one such policy intended to protect the privacy of online users but has faced many challenges. Privacy shapes the future of online marketing environment (or e-commerce) as people are concerned on security of their data. Creating a trustworthy online environment is key to ensuring the success of the e-commerce industry. References Article 29 Data protection Working Party (2011): Opinion 15/2011 on the definition of consent. (n.d.). Retrieved from http://ec.europa.eu/justice/policies/privacy/docs/wpdocs/2011/wp187_en.pdf Berlin, I. (2006). Two Concepts of Liberty. In D. Miller (Ed.), The Liberty Reader (pp. 33-57). Edinburgh: Edinburgh University Press. Golding, P., Sousa, H., & Liesbet, V.Z. (2012). Trust and the Media. European Journal of Communication, 27 (1), 3-6. Grabner-Krauter, S. & Kaluscha, E.A. (2008). Consumer Trust in Electronic Commerce: conceptualization and classification of trust building measures. In K. &. Teemu, Trust and New Technologies:Marketing and Management on the Internet (pp. 3-19). Cheltenham: Edward Elgar Publishing. Halavais, A. (2009). Search Engine Society. Malden, MA: Polity. Halpin, H. (2013). Immaterial Civil War: The World Wide War on the Web. Culture Machine, 14, p.26. Metzger, M. & Docter, S. (2003). Public Opinion and policy Initiatives for Online Privacy Protection. Journal of Broadcasting & Electronic Media, 47 (3), 350-374. Nissenbaum, H. (2004). Privacy as Contextual Integrity. Washington Law Review, 79, 119-158. Papacharissi, Z. & Fernback, J. (2005). Online Privacy and Consumer Protection: An Analysis of Portal Privacy Statements. Journal of Broadcasting & Electronic Media, 49 (3), 259-281. Yong, J.P. (2011). Digital Literacy and Privacy Behavior Online. Communication Research, 40 (2), 215-236. Yoon, H.J. (2010). Engaging in Risk-involved Online Activities: Recognizing the Impact of Knowledge and Experience. Web Journal of Mass Communication Research., 19, 1-1. Read More