Big Data – data med stor påverkan i det vardagliga livet : En fallstudie kring hur individen påverkas av Big Data i sin vardagliga kommunikation och interaktion på sociala medier

Detta är en Kandidat-uppsats från Södertörns högskola/Medieteknik; Södertörns högskola/Medieteknik

Sammanfattning: Today, it has become a natural part of life for many people to share personal information and turn to search engines and social media as they search and seek information on the internet. This study aims to investigate how individuals are affected by Big Data in their interactions with social media and to understand how individuals relate to personalization of Big Data, digital identity, agency and how they share their own personal data. This has been researched through a case study involving qualitative interviews and experiments. The result of the research shows that personalization of Big Data on social media has an impact on individuals in their ever yday lives. The research from this case study shows a certain negative attitude towards personalization on social media and that there is so me awareness of the companies agency on the internet, this does not affect individuals in taking any actions. This leads to the conclusion that personalization is to some extent a desired function.

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