Click here for full paper.Abstract
This study attempted to serve a number of purposes. First, it has conceptualized data surveillance as purely rational institutional behavior. In making this case, we illustrated the two institutional perspectives – economic pressures toward fragmentation and personalization and how these create the incentive for better surveillance measurement technique. Developing these arguments, this study also illustrated evidential trend in which the locus of privacy protection in marketplace seems not only tenuous, but also incongruent with the public demand. Fundamentally, we present a useful conceptual framework for future studies in understanding personalization and surveillance, taking privacy into the market equation, and argue that the market economics may seem too crude to handle a delicate balance between privacy and surveillance.
