En vågskål mellan anpassning och intrång. En kvalitativ studie om hur generation Z uppfattar sin integritet vid riktad reklam online.

Sammanfattning: In today's society, the internet is an integral part of people's everyday lives, where every digital interaction creates a unique imprint. Through our online activities, we are carefully tracked and analyzed by various actors, primarily companies, who strive to create advertising that reaches us in our digital habitat. However, this surveillance raises relevant questions about privacy, where the line between public and private is blurred in the digital world. This essay explores these questions in order to illuminate the complex dynamics between the individual's digital presence and advertising, and how it shapes our perception of and interaction with privacy online. In the context of rapid technological advances and the constant evolution of the digital landscape, it becomes imperative to target research efforts towards distinct demographic cohorts. Born into a digital world, Generation Z faces distinct challenges and opportunities in the digital realm, motivates a closer look at their perspectives on online privacy and targeted advertising. Although targeted advertising has been closely scrutinized, the nuanced lens of Generation Z's view of privacy online and targeted advertising remains relatively underexplored in scholarly discourse. This thesis delves into the digital behavioral patterns and attitudes toward privacy and targeted advertising among members of Generation Z. The purpose of this study is to examine generation Z’s media usage online and the perceived privacy in different contexts on the internet, and one context in particular which is the targeted advertising online. In order to fulfill the purpose of the study, questions were designed. These questions are 1) Why do Generation Z use digital platforms? 2) How do users perceive their privacy and self-determination online? 3) What do users think about targeted advertising in relation to their online privacy? In order to answer these questions, this study was based on different theoretical frameworks. These were Uses and Gratifications approach, Contextual Integrity Theory and Technology Acceptance Model. Previous research on privacy and targeted advertising are also central parts of this study. Semi-structured interviews were then conducted with 6 people from generation z, aged between 21-26 years. The study's results provide insights into Generation Z's digital behavior and privacy perceptions. The main motivations behind their digital use include social interaction, entertainment and information seeking. When it comes to privacy protection, the results show a diversity of views within Generation Z, from active privacy advocates to those who believe it is too late or unimportant to control their privacy online. Many respondents also lack knowledge of technical tools for personal data collection. The results highlight the complex and varied view of privacy, where certain areas, such as healthcare and banking, are perceived as more critical to privacy protection. When it comes to targeted advertising, Generation Z shows an overall awareness of its mechanisms, but opinions vary on its actual impact on user experience and purchase decisions. The perceived relevance of targeted advertising is emphasized, and the results indicate a differentiated acceptance within Generation Z. Privacy concerns related to targeted advertising do not seem to be as apparent as in more sensitive areas, which points to an individualized view of privacy. These insights provide guidance for future strategies to promote awareness and create a safer digital environment for Generation Z.