MAKING IT HAPPEN. KRYSTAL CARPINTIERI
TARGETING MARKETING = LOSS OF PRIVACY SPRING 2018 // CAPSTONE PROCESS
summary We are in a digital age where our data is collected, mined, and shared by companies trying to target and control our behaviors. Most individuals with a digital device are misinformed about the use of their data. On any application or website, there is a “Terms & Agreements� section that must be agreed to in order to proceed. Many college students and other digital users overlook this information and do not realize they are consenting to the collection and distribution of their information. To inform people about targeted advertisements, step-by-step instructions are listed on mirrors and in a printed book to show the personalization and impact of targeted ads. This project informs digital users of how companies collect and share their information and how people can protect their personal privacy.
table of contents
01 03 07 11 about
inspiration
sketches
abstract
13 17 31 39 research
prototypes
design, mock-ups, & revisions
final deliverables
about My capstone project was completed at Stevenson University, with my major of visual communication design. The project was a semester long class in the spring of 2018. Before the semester had started, I began to think about what I wanted the project to be about. I wrote a page essay on the topic I wanted to explore as well as a more solidified paragraphs for a glimpse of my idea. The topic I chose was related to technology and the loss of privacy in the privacy. Eventually, my topic morphed into targeted advertisements and how they invade into our personal lives.
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DANGERS OF TECHNOLOGY: THE LOSS OF PRIVACY & FREEDOM
SMART TVS & VOICE INFORMATION
One of the things that I have always feared was the possible
According to Matyszczyk, the author says that Samsung lists
dangers of technology. For example, I have read the novel, 1984
this in their private policy, “Please be aware that if your spoken
by George Orwell which showed me the total loss of privacy
words include personal or other sensitive information, that
and freedom. With the recent revelations of smart TV’s, Amazon
information will be among the data captured and transmitted
Echo, and many other devices that include our smartphones,
to a third party through your use of Voice Recognition.”
and laptops, wouldn’t it be possible that these devices could be recording our personal and private conversations and sharing that information with third parties and the government? With more and more of our home appliances with cameras and microphones, the more fearful I am with the possibility of my privacy and freedom taken away like in the novel, 1984. I truly believe that our smart TV’s and smartphones are listening to us. How else would we see Ads on Facebook, Twitter, Snapchat or Instagram that were only associated with things that we were talking out loud about? Those kinds of things make me fear for my own privacy. Social media and technology are just getting a little too creepy. When new and more new devices and appliances come out,
However, since this article was posted about 3 years ago, the phrase was most likely removed due to the touchy information. I was able to find this information in Samsung’s private policy, “Voice information—such as recordings of your voice that we make (and may store on our servers) when you use voice commands to control a Service. (Note that if we work with a third-party service provider that provides speech-to-text conversion services on our behalf. This provider may receive and store certain voice commands.)” Most people do not know that by using voice recognition, they are giving third party corporations the right to store and use recordings from the device for marketing purposes.
when will the fears end? Does this mean that we are putting our privacy in the grave? I am fearful of that day that will come that consists of every aspect of my life or my child’s life that is monitored and recorded by governments and third parties. I worry for the day (or if it is already happening) where the governments are spying on our every move to make sure that we are not living above our means (in poverty). Is taking our privacy away from us really for our own protection, as “they” say?
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inspiration The inspiration for my project came from George Orwell’s, 1984 and our technology environment around us. As far as visual imagery, I was inspired by 1984 novel cover designs, posters, illusions, Surrealist illustrations and warped photographs. I was also inspired by some annual reports and case studies. The first case study that I was inspired by is Nicholas Felton’s annual reports. I loved the creative ways that Felton displayed information. The second case study I was inspired by was the Happiness Archive by Ze Wang and Tian Yu. I was interested in this case study because of the interactivity with an audience. The third case study I was inspired by was Blob by Blob, Designing a World by Katja Flukiger. After seeing the deliverables in this space, it suggested the idea of displaying a magazine on foam board as well as leaving some printed versions on a shelf. Looking at the space helped me to get more ideas on how I want to display my work.
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sketches To begin the sketching phase of the design process, I generated over 100 variations of illustrations, icons, and other designs that related to my concepts. Some of the sketches related to security cameras, eyes, locks, networks, barb wire, Google, WIFI, and many other different subjects. By creating these many variations of sketches, it helped me to finalize my topic and my abstract.
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abstract For the abstract, I began to think about the how might we question, intended audience, the impact & need, and possible deliverables.
ABSTRACT It is understood that targeted advertisements remind us of what we recently were shopping or searching for. However, this project aims to inform college students about targeted advertisements and how to protect themselves and their personal privacy.
INTENDED AUDIENCE College Students who have social media profiles & accounts with Facebook, Instagram, Twitter, Pinterest, and Snapchat.
IMPACT & NEED By revealing information that is most often used by large companies, I hope to bring awareness to how society overlooks the information taken from us. For example, the Equifax Breach, the company had all the information a hacker needs to steal an identity or open a fraudulent credit card account. This Awareness could assist college students to be more meticulous and careful when it comes to clearing history and saved information. 11
POSSIBLE DELIVERABLES Some ideas that I had for deliverables were; zine, portrait profiles, infographic, scroll, wall of typography, and a magnet board for an interaction piece.
How might we engage college students about the dangers of development of new technology that is invading our persoanl privacy? How might we prevent the misuse of our personal information in regards to the internet & social media?
HOW MIGHT WE QUESTION PROGRESS
How might we inform college students about social media, web tracking, and how it relates to their personal privacy.
Here is a time-line of progress with the how might we question that was developed.
How might we inform college students about targeted advertisements with social media and the internet and how it invades in to our personal privacy? How might we prevent the misuse of our personal information in regards to targeted advertisements? How might we inform college students about targetedadvertisements and how it invades into our personal privacy? 12
research To complete an effective research on my topic of data collection & privacy, I interviewed nine primary sources as well as gathered many secondary resources on the process of data collection and laws of privacy.
PRIMARY SOURCES & INTERVIEW PROCESS The interviews consisted of about 6-10 questions which pertained to information about data collection and if there should be more privacy laws. See an example on the right, I kept an organized Google Doc of my questions and the interviewee answers. To start my interview process, I contacted some of my professors as well as my superiors at Barcoding, Inc. From my professors at Stevenson University, I interviewed Meghan Marx, Chris Metzger, George Moore, Kathryn Mychailysyn, and Lori Rubeling. Metzger than led me to interviewing Alan Carswell (Chair & Professor of IS at Stevenson University) and Thomas Byrd (Program Coordinator & Adjunct Professor of Cyber Forensics at Stevenson University. Rubeling also led me to her son, Noah Rubeling-Kain (SU 2010 grad & Director of Marketing) who was able to provide me quite a bit of information on data collection. Mychailysyn led me to contacting a lawyer, Razvan Miutescu to gain more information on privacy lawas. The lawyer was not really in the privacy field, but he was able to provide me some
different links and PDFs for more information which was helpful. After interviewing my supervisors, Jennifer Jericho (Marketing Manager) and Jody Costa (VP of Marketing) at Barcoding, Inc., they helped me open my eyes to the number of different software that companies use to collect data. Costa guided me to contacting Melina McLean (Founder of Pixel Perfect Design) as well.
ch ne Resear i Capsto rpintier Ca l ta Krys
Process
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research: secondary sources DATA COLLECTION RESOURCES From reading articles and different PDFs, I learned that many companies use your guest ID (for example, Target) to store information from where you live to calling a customer helpline. I also researched the variety of information that companies collect; location, demographics, lifestyle details, careers, interests, opinions, and much more. I also learned that users from middle school ages to college/ university ages are sharing more types of information online more than ever.
PRIVACY RESOURCES I also learning that many privacy laws are outdated, which results in a system where Americans are tracked by the second when they surf the Internet. Different private policies say, “you consent to the sharing and collection of your information” by simply having an account with a company or social media application To provide a good example for private policies, I researched Google’s private policy to show the extent that companies go to collection our information. For example, Google scans your Gmail, your Google photos, Google Docs/Sheets/Slides and much more when you search or use Google.
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“When you use Google services, you trust us with your data.” — Google (Private Policy)
prototypes For the project, I had weekly prototypes relating to my topic of technology & privacy. In this section also includes the sketches of some of the deliverables in which I then prototyped.
GIF This prototype was a GIF that includes a variety of different technologies showing a red light. The goal is to show people that they can be monitored without their knowing. Find the gif here, dribbble.com/shots/4399147-Are-allCommunications-being-Monitored
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USER JOURNEY BOARDGAME This prototype was inspired by games such as chutes and ladders to show the process of web tracking.
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CONSENT COLLAGE This collage prototype was inspired by the wording within different private privacies. Some of the private policies included Snapchat, Twitter, Facebook, Youtube, Instagram, and more. From looking back at this prototype, this draft has lead me the most to my final piece.
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EYE CONSENT COLLAGE & ILLUSTRATION This eye collage on the left is a study of the number of different companies that brought ads to my phone or computer within a span of 15 minutes on Facebook and Instagram. Some ads appeared multiple times while others were quite random. For the illustration, I decided to take the consent piece further and make is more visceral. I chose an eye to represent the words to show that the social media companies keep an eye out for our content on social media.
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prototypes: more sketching Before the next set of prototypes which eventually lead to my final design conception, there are more sketches for each prototype that was developed.
PROFILE SUBJECT POSTER This profile poster was created by collecting data and information available on my friend, Sammy Smith’s Facebook page. I chose to gray her profile picture to show that when companies collect data, there usually is not a face associated with the information. The profile number at the bottom of the poster is the real number for her account. I was able to collect data that pertained to her work, education, places lived, basic information, music interests, movie interests, TV show interests, and other general interests.
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WALL OF TYPOGRAPHY This prototype was created on the census of reveling and outlining the information that is usually misread or not read at all.
HOW WE SHARE INFORMATION We may share information about you in the following ways:
With other Snapchatters. We may share the following information with other Snapchatters: - information about you, such as your username, name, and Bitmoji. - information about how you have interacted with the services, such as your Snapchat “score,� the names of Snapchatters you are friends with, and other information that will help understand your connections with others using the services. - content you post or send will be shared with other Snapchatters; how widely your content is shared depends on your personal settings and the type of service you are using. For example, a Snap may be sent to just a single friend you select, but your My Story content may be seen by any Snapchatter whom you allow to see your My Story.
With all Snapchatters, our business partners, and the general public. We may share the following information with all Snapchatters as well as with our business partners and the general public: - public information like your name, username, Snapcode and profile pictures. - any content that you submit to Our Story or any other crowd-sourced service. If an Our Story or any other crowd-sourced service is streamed on the web or broadcast in some other media, it may be viewed by the public at large or rebroadcast by our business partners. With our affiliates. We may share information with entities within the Snap Inc. family of companies.
With third parties. We may share your information with the following third parties: - With service providers, sellers, and partners. We may share information about you with service providers who perform services on our behalf, sellers that provide goods through our services, and business partners that provide services and functionality. For more information about data collected by third parties on our services, see below. - With third parties as part of a merger or acquisition. If Snap Inc. gets involved in a merger, asset sale, financing, liquidation or bankruptcy, or acquisition of all or some portion of our business to another company, we may share your information with that company before and after the transaction closes.
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MAGAZINE/CASE STUDY BOOK This prototype was created because I wanted to show more in-depth information on data collection and the facts of privacy and data collection that some people might not take the effort to research.
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MIRRORS & VINYL The mirror prototype was created to bring a personal experience to the table. The mirrors would represent a step-by-step process in which individuals could reflect on the data collection process.
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bought a car
chipotle
commuter
TROPICAL SMOOTHIE CAFE
sharing your information
pet ownership
american eagle
FRIENDS
owings mills, md
adidas
game of thrones signing up for anything
mean girls
pizza
The Office
in a relationship
chikfila Drake
apartment living
Demi Lovato
LIBERAL
Luke Bryan
STARBUCKS
GEN Z The Weekend
american horror story
iPhone
single
under armour
sushi
CONSERVATIVE
target
baltimore, md
NIKE
I agree to the consent of sharing and collecting of my information by signing up on this application.
Android
SPONSORED stolen information
ADS
lost my job over something that I posted
new emails clicks behavioral
targeting
card their thoughts credit breach become yours phone calls POLITICS no privacy
influencing ideas and purchases
reflect on what you should do next
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design, mock-ups & revisions After many designs of multiple prototypes, I decided to further design and explore the mirror and magazine/case study prototype.
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design: in-space ideation After figuring out what pieces I wanted to bring together in my capstone project, I began sketching possible ideas for the space. Here are some sketches that I had for the magazine and the mirrors. I felt like just displaying the magazine spreads on a wall was not enough, so I decided I could display the magazine on a shelf under mirror designs.
ANOTHER DESIGN OPTION The sketches on the right was inspired by a classic playground game, tic-tac-toe. I was inspired by the ability to interact and spin the cylinders. I figured I could create something similar with my magazine designs. However, I figured it would be too much information for individuals to interact with. Instead, I decided to take that idea and create table tents to advertise my project once it is installed.
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MIRROR DESIGNS After researching the mirrors available to me (locally), I decided to get IKEA’s 12x12 mirrors. I came up with the idea of stacking two square mirrors for each “step” for the mirrors. The first mirror represents the different applications that people sign up for, the second mirror is information we share online, and the third mirror is what happens when we share our information online. I decided the fourth set of mirrors could be an interactive piece.
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A TION DATLEC THECOL DAT AAYOU TIORNNR AL THE DAT LEC TIO THE COL LEC YOU ION RSON ALRAT COL OFOF PER RATION YOU SON AL OM OF PER INF SON OM PER RATION INF OM INF CASE STUDY
CASE STUDY
CASE STUDY
BY KRYSTAL
BY KRYSTAL
BY KRYSTAL
CARPINTIERI
2
2
2
CARPINTIERI
CARPINTIERI
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MAGAZINE DESIGNS For the magazines to be printed and placed on my shelf, I decided to create a 20-page book (including the cover). I wanted to create the book in general to show the detailed information about how data is collected, what data is collected, consent overtime, and other information that would be beneficial to anyone with a digital device. I also decided to include different information on the costs of data and Google’s private policy.
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U.S. FACEBOOK USERS AGES 18-24
ABOUT EQUAL TO THE POPULATION OF THE STATE OF CALIFORNIA
39.4 MILLION
CONSENT
YOUTH AND YOUNG ADULTS ARE SHARING MORE PERSONAL INFORMATION ON SOCIAL MEDIA PROFILES THAN IN THE PAST. [THEY] CHOOSE PRIVACY SETTINGS FOR FACEBOOK BUT, THEIR PROFILES ARE SHARED WITH A LARGE NETWORK OF FACEBOOK FRIENDS.
TO THE TARGETING OF THEIR PERSONAL INFORMATION
PERCENTAGE OF U.S. ADULTS WHO USE INSTAGRAM AS OF JANUARY 2018, BY AGE GROUP
64 18-29
40 30-49
21 10 50-64
INSTAGRAM USERS AGES 18-29
65+
84%
CONSENT TO THE COLLECTION OF THEIR PERSONAL INFORMATION
POST THEIR INTERESTS, SUCH AS MOVIES, MUSIC, OR BOOKS
71%
POST THE CITY OR TOWN WHERE THEY LIVE, UP FROM 61%.
ABOUT EQUAL TO THE POPULATION OF
USA & CONSENT RUSSIA 472 MILLION
TO THE TARGETING OF THEIR PERSONAL INFORMATION
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TYPES OF PERSONAL INFORMATION TEEN SOCIAL MEDIA USERS SHARE ONLINE MORE OFTEN THAN IN THE PAST
MOST TEEN SOCIAL MEDIA USERS SAY THEY AREN’T VERY CONCERNED ABOUT THIRD-PARTY ACCESS TO THEIR DATA.
53%
POST THEIR EMAIL ADDRESS, UP FROM 29%.
82% POST THEIR BIRTH DATE
71%
POST THEIR SCHOOL NAME, UP FROM 49%.
20%
POST THEIR CELL PHONE NUMBER, UP FROM 2%.
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DESCRIPTIVE DATA (CONTINUED)
INTERESTS
GOOGLE STATES, “WHEN YOU USE GOOGLE SERVICES, YOU TRUST US WITH YOUR DATA.” YOU ALREADY CONSENT TO THE USE OF YOUR INFORMATION.
— Information in Profiles
YOU TRUST GOOGLE WITH THE FOLLOWING INFORMATION
— Pages and Posts liked/shared — Entertainment: TV shows, Video Games, Radio, Sports (Olympics, Football, etc.) — Shopping: Kinds of stores user shops at, Using Coupons, Types of clothing user’s household buys, Users who buy allergy medications, cough/cold medications, pain relief products, and over-the-counter meds, Users who spend money on household products, Users who tend to shop online (or off) — Food: ‘Heavy’ buyers of beer, wine or spirits, users who buy beauty products, Users who buy groceries (and what kinds), types of restaurants — Technology: Operating System, Internet Browser, Email Service, Early/late adopters of technology, Users who use a mobile device (and type of brand), Internet connection type, Users who recently acquired a smartphone or tablet, Users who recently used a travel app — Travel: Users who travel frequently, for work or pleasure, Users who commute to work, Types of vacations user tends to go on, Users who recently returned from a trip, Users who participate in a timeshare, Users who are away from family or hometown
DEVICE INFORMATION
� WEBSITES VISITED
THEY COLLECT THINGS WE DO � VIDEOS WATCHED
THINGS SEARCHED
ADS YOU CLICK ON OR TAP
�
THEY COLLECT THINGS WE CREATE
QUALITATIVE DATA
THE FINAL TYPE OF DATA PROVIDES FURTHER DESCRIPTION OF YOURSELF AND POTENTIAL BEHAVIOR AND IS USUALLY PROVIDED BY QUESTIONNAIRE TYPE INFORMATION WHERE AN ATTITUDE, MOTIVATION AND OPINION IS PROVIDED: — Attitudinal Information (How do you rate our customer service, how do you rate the value of the product, how likely are you to purchase our product again, etc,) — Opinion (What is your favorite color, where is your favorite holiday destination, etc.) — Motivational (Why was the product purchased (personal use, gift for someone, etc), what was the key reason for purchasing our product (locality, price, quality), etc.)
CONTACTS YOU ADD
�
DOCS, SHEETS, AND SLIDES ON YOUR DRIVE
�
MAP
EMAILS YOU SEND AND RECIEVE
� CALENDAR EVENTS
�
THEY COLLECT THINGS THAT MAKE “YOU” � � BIRTHDAY PHONE NUMBER
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PHOTOS AND VIDEOS YOU UPLOAD
IP ADDRESS AND COOKIE DATA
YOUR LOCATION
NAME
EMAIL ADDRESS AND PASSWORD
� COUNTRY
� 6
final deliverables After finalizing my designs for the gallery show, I began to install and put the pieces of my project together. The final deliverables included the vinyl on mirrors, labels under the mirrors, case study book, website, and the table tents.
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installation process Before I could begin installation, printing of my pieces had to begin. For my vinyl, I cut and weeded some of the vinyl myself at school with the help of Derrick Cullen, Professor Chris Metzger and a fellow student, Aika San Diego. The rest of the vinyl for the main mirror sections was printed at Fast Signs in Owings Mills. For the case study books, I had a few printed at Alpha Graphics in Baltimore. The table prints were printed, cut, and scored at Stevenson University. For the labels under the mirrors, I printed those at school as well. After receiving the vinyl sections for the mirrors from Fast Signs, I began to install the vinyl on the mirrors with the help of Chris Metzger. The process included cleaning the mirrors with a microfiber cloth, smoothing out the bubbles on the vinyl sheets, and slowing installing the vinyl on the mirrors. To ensure all the vinyl lined up exactly, Metzger and I measured the mirrors and used blue tape to ensure the vinyl was placed in the correction areas.
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INSTALLATION PROCESS After the vinyl was installed on the mirrors, I began to measure and level the wall space to install the final mirror designs. I used a level as well as a tape measure to get an idea for where I wanted the mirrors to be placed on the wall. I sketched out where I wanted the shelf and the mirrors to be placed. The goal of the mirrors was to be placed at eye level so that most people could read the vinyl at eye level. Before officially installing, I wanted to test the tape that came with the mirrors. I tested it on a mirror that was a test vinyl and it worked perfectly. After testing, I began the official installation process. I marked the exact places where I wanted the mirror and used a level before officially sticking the mirrors on the wall. My friend, Sammy Smith held the level for me as I installed the mirrors on the wall.. After installing each mirror, I began the installation of the shelf for the case study books to be displayed. To begin, I marked where the studs were in the wall and marked the places to be screwed into the wall where the shelf was going to be placed. A fellow student, Beaver Bedwell and the gallery curator, Aden Weisel, helped me install the shelf on the wall.
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INSTALLATION PROCESS Next, I began to assemble the labels that go under the mirrors. Originally, I was going to have the labels on foam core but I felt it was too bulky and distracted from the clean design and feel of the rest of the pieces. I decided to just print the labels on the large format printer with adhesive paper with the help of Derrick Cullen. After trimming down the labels, I used the a level with a laser to ensure that the labels were being placed correctly. Again, Sammy Smith helped me complete the installation for the labels. I also placed three of the books on the left side of shelf. I decided not to have any open since people would most likely pick up the books and read them anyway. A sign was also placed on the middle of the shelf for the link to the website so that individuals could download a free PDF of my book directly to their digital device. On the right side of the shelf was the tape dispensers with the sticky dots for the interaction piece. For the sticky dots, I chose to represent the colors by age. For the ages 28 & below, I chose to do that age section because of my audience range. For the label on the tape dispenser, I originally wanted to have vinyl but, it ended up not working out so I used an address label. 43
For the table tents, I had four variations with varying panels. They were snippets of my case study design and included information on how to view the final project. After assembling the 60 printed table tents, I place the tents on multiple tables on the Owings Mills campus at Stevenson University. By placing the table tents on the tables, I truly think it influenced people to go interact with the final project upstairs in the gallery space.
website design Since it was too costly to get the case study books printed for each individual at the exhibition show, I decided to create a website where people could get more information and download the free PDF. I reformatted the design for web by using the interactive functions within Adobe InDesign. I took advantage of the button feature so that people could click on the page numbers in the table of contents and go directly to that exact page section. I also took advantage of the webpage to also have a section for resources so that individuals could easily link to different pages to delete cookies, how to turn location off, and other things that are helpful for those with digital devices. www.krystalcarpintieri.com/data-collection
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final show design The final pieces all together were very successful. Even before the reception, individuals began to look at the mirrors and place the sticky dots on the interactive mirrors.
FINAL LABEL INFORMATION We are in a digital age where our data is collected, mined, and shared by companies trying to target and control our behaviors. Most individuals with a digital device are misinformed about the use of their data. On any application or website, there is a “Terms & Agreements� section that must be agreed to in order to proceed. Many college students and other digital users overlook this information and do not realize they are consenting to the collection and distribution of their information. To inform people about targeted advertisements, step-bystep instructions are listed on mirrors and in a printed book to show the personalization and impact of targeted ads. This project informs digital users of how companies collect and share their information and how people can protect their personal privacy.
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interactions at the exhibition The exhibition show was very successful! The mirrors helped to gain attention of many of the individuals that were walking by. By choosing to use white vinyl (similar to Apple Advertisements), people were attracted to the white color and the reflections in the mirrors. The aesthetics of the mirrors and the colors themselves truly helped to make people motivated to participate with the piece. At first, I did not think many people would actually use the interaction piece on the fourth set of mirrors. The individuals that came to the exhibition proved me wrong! I received over 100 sticky dots on the mirrors! I was most surprised that there was actually 7 people under the age of 28 that picked the option of deleting a profile account. Many individuals and students also evoked interest with the case study books as well. They were intrigued by the amount of information and the interesting info-graphics that caught their eye. By creating an e-book version, people were motivated to download the PDF directly to their device. Overall, the pieces of the project all together were very rewarding since many people took great interest in my project. The goal of this project was to inform people about data collection — I for sure completed my goal!
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annotated bibliography data collection resources › HOW COMPANIES COLLECT YOUR DATA This article discussed the different ways that companies can collect your data such as social media, online shopping, GPS (your location), and click & quizzes. isys6621.com/2016/10/13/how-companies-collect-yourdata “How Companies Collect Your Data.” ISYS6621: Social Media and Digital Business. October 13, 2016. Accessed May 14, 2018.
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› IDENTIFYING LOCATIONS FOR TARGETED ADVERTISING ON THE INTERNET $2.8 billion was spent on online advertising in the United States in 2001. ezproxy.stevenson.edu/login?url=http://search. ebscohost.com/login.aspx?direct=true&db=edsjsr&AN=ed sjsr.27750980&site=eds-live&scope=site Amit, Bhatnagar, and Papatla Purushottam. 2001. “Identifying Locations for Targeted Advertising on the Internet.” International Journal Of Electronic Commerce no. 3: 23. JSTOR Journals, EBSCOhost (accessed May 14, 2018).
› LOCATION-TARGETED MOBILE AD SPENDING The location-targeted portion of the overall mobile ad spend is projected to grow from $12.4 billion in 2016 to $32.4 billion in 2021.
www.biakelsey.com/location-targeted-mobile-ad-spendreach-32-billion-2021 “Location-Targeted Mobile Ad Spend to Reach over $32 Billion in 2021.” BIA Advisory Services. January 24, 2017. Accessed May 14, 2018.
› NINETY-EIGHT PERSONAL DATA POINTS THAT FACEBOOK USES TO TARGET ADS TO YOU This article from the Washington Post describes nearly 100 different types of data points that Facebook can use to target advertisements towards you. The data points don’t just include you – the include your friends and family too.
| Money. June 05, 2014. Accessed May 14, 2018.
› SIX UNUSUAL WAYS COMPANIES CAN COLLECT YOUR DATA This article by VillaNova University discussed several ways of how companies are gaining access to our personal data. Such ways that companies can access more data is loyalty cards, gameplay, satellite imagery (location), employer databases, email inboxes, and social media activity. www.villanovau.com/resources/bi/6-ways-companiescan-collect-your-data
www.washingtonpost.com/news/the-intersect/ wp/2016/08/19/98-personal-data-points-that-facebookuses-to-target-ads-to-you/?noredirect=on&utm_ term=.212805b9e5ee
“6 Unusual Ways Companies Can Collect Your Data.” Villanovau.com. Accessed May 14, 2018. http://www. villanovau.com/resources/bi/6-ways-companies-cancollect-your-data.
Dewey, Caitlin. “98 Personal Data Points That Facebook Uses to Target Ads to You.” The Washington Post. August 19, 2016. Accessed May 14, 2018.
› SOCIAL MEDIA ADVERTISING STATISTICS
› SEVEN WAYS TO PROTECT YOUR PRIVACY ONLINE This article written by Kara Brandeisky from Time magazine describes that data brokers have a wide variety of data about you. It can range from buying habits to finances to your health. The article also includes such ways to protect your privacy online. Some of those ways include deleting cookies, logging out of social media while browsing the web, changing your smartphone’s privacy settings, skip store loyalty cards, and doing a digital check-up. time.com/money/2819049/data-brokers-online-privacytools Brandeisky, Kara. “7 Ways to Protect Your Privacy Online.” Privacy and Data Brokers: How to Prevent Online Tracking
This article by Hootsuite provides a wide variety of social media advertising statistics ranging from advertising revenue to different statistics on different social media sites. blog.hootsuite.com/social-media-advertising-stats LePage, Evan. “All the Social Media Advertising Stats You Need to Know.” Hootsuite Social Media Management. April 17, 2018. Accessed May 14, 2018.
› THE FOUR KEY TYPES OF CUSTOMER DATA FOR MARKETING OR… HOW VALUABLE IS KNOWING MY CUSTOMERS PET’S NAME? This article describes the varieties in types of information that is used for marketing – identity data, quantitative data, descriptive data, and qualitative data. 56
www.smartinsights.com/customer-relationshipmanagement/customer-privacy/types-customer-data Roberts, Jim. “The Four Key Types of Customer Data for Marketing Or... How Valuable Is Knowing My Customers Pet’s Name?” Smart Insights. November 11, 2013. Accessed May 14, 2018.
› WHAT ARE COOKIES AND WHAT DO COOKIES DO? This article describes the main purpose of a cookie (to identify users), types of cookies, and the information that is stored by cookies. www.webopedia.com/DidYouKnow/Internet/all_about_ cookies.asp Beal, Vangie. “What Are Cookies and What Do Cookies Do?” The Five Generations of Computers - Webopedia Reference. Accessed May 14, 2018. http://www.webopedia.com/ DidYouKnow/Internet/all_about_cookies.asp.
privacy resources › GOOGLE’S PRIVATE POLICY Google States that websites and mobile apps partner with them to show us ads from our data and they state that they do not sell personal information such as names, email address, and payment information. Google states, “When you use Google services, you trust us with your data.” They collect things we do (Things you search for, Websites you visit, Videos you watch, Ads you click on or tap, Your location, Device information, IP address and cookie data), things you create (Emails you send and receive on Gmail, 57
Contacts you add, Calendar events, Photos and videos you upload, Docs, Sheets, and Slides on Drive), and things that make “you” (Name, Email address and password, Birthday, Gender, Phone number, Country). privacy.google.com/how-ads-work.html “Google Privacy | Why Data Protection Matters.” Google Ads | How Google Uses Your Data for Ads. Google. Accessed May 14, 2018.
› TEENS, SOCIAL MEDIA, AND PRIVACY This case study shows the information that youth are sharing more personal information on their profiles than in the past. It also shows that teen social media users say they aren’t very concerned about third-party access to their personal data. It revealed that certain types of personal information is more likely to be shared by teen social media users: posting photos of themselves, school name, the city or town where they live, email address, and cell phone number. It was also shown that teens share their real name, posts their interests (movies, music, books), birth data, relationship status and videos of themselves. assets.pewresearch.org/wp-content/uploads/ sites/14/2013/05/PIP_TeensSocialMediaandPrivacy_PDF. pdf Madden, Mary, Amanda Lenhart, Sandra Cortesi, Urs Gasser, Maeve Duggan, Aaron Smith, and Meredith Beaton. “Teens, Social Media, and Privacy.” Pew Research Center. Accessed May 14, 2018.
› THE TRUTH ABOUT ONLINE PRIVACY: HOW YOUR DATA IS COLLECTED SHARED, AND SOLD A few interesting things about this article include the problem of incorrect user data, layers of personalized advertisements and how data is traded. clearcode.cc/blog/online-privacy-user-data Zawadziński, Maciej. “The Truth About Online Privacy: How Your Data Is Collected, Shared, and Sold - Clearcode Blog.” Clearcode - Enterprise-grade Software Development. April 09, 2018. Accessed May 14, 2018.
case study resources
creates and designs the unique layouts. feltron.com/index.html Felton, Nicholas. “Feltron.com.” Feltron. Accessed May 14, 2018.
› HAPPINESS ARCHIVE: ZE WANG & TIAN YU This is an exhibition display created at MICA in 2017 in which uses type, images, and sound to evoke joy. portfolios.mica.edu/gallery/53665811/Happiness-Archive Wang, Ze, and Tia Yu. “Happiness Archive Exhibition.” Happiness Archive Exhibition on MICA Portfolios. Accessed May 14, 2018.
› BLOB BY BLOB, DESIGNING A WORLD: KATJA FLUKIGER The overall theme of this project was a world built through graphic design. She created a visual language through all the different projects and deliverables. The different deliverables that were created we a newspaper, boxes, and packaging. www.katjafluekiger.com/universal-times Flükiger, Katja. “The Universal Times.” Katja Flükiger. Accessed May 14, 2018.
› FELTRON ANNUAL CASE STUDIES This are annual report designs that are created for the office of Feltron. The designer is Nicholas Felton who 58
thank you Thank you to the professors of my capstone class; Inna Alesina and Chris Metzger and professors in the Visual Communication Design department; Meghan Marx, George Moore, Lori Rubeling, and Kathryn Mychailyszyn. Thank you to my interviewees for the research part of my project; Jennifer Jericho, Alan Carswell, Jody Costa, Thomas Byrd, Melina McLean, Noah Rubeling-Kain, and ​Razvan Miutescu. Also, a big thank you to all of my classmates for feedback, shout-out to Sammy Smith and Michaela Sonntag for all your wonderful support. Thank you to Aden Weisel, Beaver Bedwell and Aika San Diego whom also helped with the installation of my project
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