Who is doing the Watching?

We are living in a world, these days, that allow many companies and services, who participate in some form of data collection, to get more “bang for their buck”. In most of history, consent was imperative due to the very blatant fact that companies had to hire or notify their informants directly, in person or through surveys. The collected data was then used as a general idea for how a certain social demographic operated, relaying that information to advertisers. Nowadays, whether voluntarily or not, information is constantly gathered from the everyday choices we make online, which is easily, and cheaply, gathered and sold, no bulky surveys or drawn out interviews necessary. Even better, this information is more targeted! Rather than a general summary of a demographic, the advertisers can pitch a product directly to a specific user, like we often see on Facebook.

Smart TVs and Consent

The truth is, consent is still very much apart of every company’s business model, however, with the advent of the internet and the minute-by-minute advancement of technology, consent is hidden in the manifesto known as “the terms of agreement” tucked way between politics and disclaimers, which we inevitably skim through with little reading in effort to use the service or product.

And well, if that doesn’t satisfy, than perhaps we should be sticking to a good old fashion 12 inch screen with a VCR, or better yet, a book.”

The issue of data collection, privacy and security is constantly coming up as technology advances. Due to the recent release of a voice activation feature on the Samsung Smart TV, owners are bringing up an ethical concern of “who is doing the watching?” Orwellian references have been circulated throughout social media inevitably. In response to this international concern, Samsung has made a statement saying the voice activation feature is manually operated by the user to deactivate. It the effort to be as transparent as possibly, the company also mentioned that upon purchasing the product their policy readily discloses that all information is shared with a third party. The third party being- Nuance.com -a company Samsung works with to provide speech-to-text conversion to deliver customer demands. Unlike Facebook and other social media companies, Samsung also claims they are not selling or retaining customer’s information to advertising companies.

Privacy Issues and Tech Gadgets

So what are the most critical takeaways of privacy issues regarding this new gadget? I believe the most important aspect is- this form of technology evolution has been egged on by what our culture thrives on. There is the constant crave for better, faster, more complex tech to make lives cushier, more convenient, and lazier. Therefore, perhaps the finger is being wagged in the wrong direction when it comes to privacy issues. With the Samsung Smart TV, the user has full control over whether or not to use the voice activation device, deactivating it whenever they choose. One can sit on their couch, not use the remote, yell at the big bully of a screen, and then pick up the remote and deactivate the feature to have their privacy back. And well, if that doesn’t satisfy, than perhaps we should be sticking to a good old fashion 12 inch screen with a VCR, or better yet, a book.

 

Kayleigh Stack

Customer Liaison & Research Associate