Assessment 4: Essay (30%)

Mai Ha Bao Linh

22118816
Western Sydney University Vietnam Campus
DMP-T124WSC-1: Data, Mediation, Power
April 14, 2024

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 ASSESSMENT 4: ESSAY

As technology advances, it continues to connect users worldwide, resulting in the collected a huge
amount of critical data about individuals and communities. This data includes personal information and daily
activities, effectively transforming almost every aspect of human life into data. The process of gathering,
analyzing, and utilizing this data brings significant potential to transform and support various sectors of human
life (Shollo & Galliers, 2015). Among these impacts, data plays a crucial role in shaping human existence,
particularly in defining individuals and the communities which they belong to. In this article, we will explore the
underlying principles of how data defines individuals, drawing on secondary research and real-world examples.
Additionally, we will discuss problematic aspects highlighted by data assumption and conduct strategies for
challenging these assumptions and harnessing the potential of data.

To elucidate how data define individuals and communities, this essay will traverse through three main
arguments. Firstly, it analyzes the infiltration of data into modern society which leads to defining users. Second
argument will analyze various ways in which organizations and individuals have utilized data to define
individuals and communities, drawing from both my personal experiences and secondary research. Thirdly, it
will delve into the problematic aspects generated by the process of defining and discuss strategies for
challenging data assumptions to exert control over the way we are defined.

The first argument to consider is why users are defined based on the information they provide.
Nowadays, due to being affected by technological factors, social factors and personal motivation, people are
promoted to generate and leave data-footprints on digital platforms (Muhammad et al., 2017), which allows
them to create their digital identities by sharing personal details. Consequently, data is commonly defined as the
raw material of information (Fox et al., 1994) and a set of recorded facts (Fry & Sibley, 1976), can be used to
define an individual's identity and align with how a person would self-determine.

Second argument deeply finds out that user identity generates sophisticated representations of users
based on explicit data including demographic information as well as implicit data associated with user online
behaviors, preferences, and intentions (Fay et al., 2009). Explicit data collection implies that customers provide
such data deliberately. For instance, users provide data explicitly when they complete an online form which
usually includes demographic attributes such as age, gender, education, marital status, etc., which can play an
essential role in identifying users interests and preferences. For example young people might be interested in
games while old people interested in politics or people in different areas care about different topics as proved in
research of Google Trend Analytics about different care of people in different parts of Australia (Thomson,
2014). Furthermore, implicit data collection associated with user behaviors related to browsing history and
social media activities play a key role in defining uses. Browsing data, encompassing website visit histories,
research patterns, etc can unveil users' deepest desires and needs. Together, social media activities data are
equally influential, comprising interactions on various platforms, participation in discussions, and expressions of
personal ideologies can support the assumption of users’. All these pieces of data interconnect to construct a
digital portrait, an individual's digital identity, which is autonomously "self-determined" by the data voluntarily
provided by users and tracked by various tools (Engelmann et al., 2022).

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 In addition, an individual's digital identity is not just a label, it also defines people in their online
experience which show in personalization content. This type of content plays a crucial role across all industries,
especially in times of economic hardship, as every company seeks to capture customer attention. Currently,
businesses are trending towards providing information that aligns with what customers are interested in, rather
than what they need. Đối với các companies, they use information about user individual's digital identity to
personalize their content, which can help them reduce cognitive overload , make products or services more
useful because the content is perceived as more relevant to customers, increase customer satisfaction, loyalty
and changing customer behavior (Lambillotte & Poncin, 2022). For example, some famous online retailers (e.g.
Amazon), adapt the content displayed on their homepages based on customers’ previous searches (Arora et al.,
2008). Or the way TikTok, the most successful video app in the world, uses their algorithm to make
recommendations. Đối với TikTok “watch time is key. The algorithm tries to get people addicted rather than
giving them what they really want” (Smith, 2021), this is evidenced by TikTok's ability to quickly suggest a
sequence of videos related to users' interests or moods based solely on users' behaviors on the platform, such as
liking, saving videos to watch later, or following other users. In short, data can define individual online
experiences by matching data with relevant information and making them personal by personalizing them
(Cavdar Aksoy et al., 2021).

Additionally, it is believed that data not only shapes individuals' digital identities but also influences
their self-perception in real life, impacting relationships and the search for meaning. With the support of
statistics, data has the ability to identify connections among users through mathematical analysis. By matching
individuals based on their shared interests, data can support users to create relationships. One new concept,
known as "algorithmic belief", demonstrates that people place trust in the accuracy of data and algorithms to
define how they form relationships (Kitchin, 2016). To provide a specific example, a study on first dates
conducted on dating websites Tinder has shown that participants had more successful initial encounters when
they believed in the algorithms' ability to recommend compatible partners (Sharabi, 2020). Not only
relationships, data can also shape the way people define the meaning of life. Finding meaning is the process of
orientation to understand what we stand for, what we stand against and what things mean which usually
developed in conversation. Due to the media are important sites of meaning production (Langlois, 2014),
meaning no longer simply a human process but rather one that is dependent on media technologies which mean
that we are defining meaning based on what social media try to promote. Therefore, data plays a key role in
forming connections and facilitating relationship building but also impacts how individuals perceive and define
the meaning of life.

Regarding my personal experience, social media algorithms have played a pivotal role in shaping my
digital identity by curating content and connecting me with individuals who share similar backgrounds or
interests. For instance, Facebook has introduced features that match me with colleges from my university or
professionals in related fields, based on my profile. This enables me to expand my network and engage with
individuals who share similar educational or career aspirations. Moreover, LinkedIn, a professional networking
platform, suggests job opportunities that align with my skills and provides data-driven insights into current
market trends. This personalized approach not only enhances my chances of finding suitable employment but
also helps me identify potential areas for skill development. Thus, my digital portrait is intricately linked to the

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algorithms' ability to analyze data and present relevant opportunities. My digital persona, as derived from data,
influences how others perceive me and the quality of my networking interactions. Recognizing this, I strive to
provide detailed and accurate information about myself, allowing algorithms to present a comprehensive picture
of my interests and preferences (Appendix). With the help of advanced technology that understands me so
accurately, I have the potential to establish a digital environment that feels familiar and caters to my needs on
social platforms.

On the other hand, the problematic aspects of data-driven assumptions also significantly impact
human life. Personalized content restricts our access to diverse perspectives, limiting our understanding of
different aspects of life (Morozov, 2013). Moreover, because data cannot fully reflect the complexity of human
beings, data assumptions may be inaccurate or incomplete. For instance, an individual's online behavior
indicating an interest in fitness-related content may lead algorithms to classify them as health-conscious. Yet,
these assumptions may overlook other facets of the person's life, such as personal challenges, mental health
struggles, or cultural influences, which may not be evident in their online activities. Nevertheless, we possess
the ability to challenge data assumptions. It is not merely about proving them wrong, but rather about
comprehending them more deeply by understanding the nature of the data provided, being conscious of privacy
rights, and developing critical thinking skills to modify online behaviors and provide accurate data that helps
define our identities in a precise and comprehensive manner. However, it is also important to be aware of the
privacy rights associated with data in order to become the masters of our own online experiences, not allowing
data to define every aspect of ourselves (Engelmann et al., 2022).

In summary, the extensive collection and analysis of data in the digital age have profoundly
influenced how individuals and communities are defined. While data-driven personalization enhances user
experiences, it also presents challenges such as limiting diverse perspectives and generating incomplete
assumptions. By understanding and aware the role of challenging these data assumptions, individuals can
navigate the digital landscape more effectively. Moving forward, responsible data usage is crucial to empower
individuals and foster inclusivity in the digital realm.

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Reference list

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Sajeesh, S., Su, M., Syam, N., Thomas, J., & Zhang, Z. J. (2008, September 16). Putting one-to-one
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https://doi.org/10.1007/s11002-008-9056-z

Cavdar Aksoy, N., Tumer Kabadayi, E., Yilmaz, C., & Kocak Alan, A. (2021, July 21). A typology of
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Sharabi, L. L. (2021). Exploring How Beliefs About Algorithms Shape (Offline) Success in Online Dating: A
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