Researchers showed in a 2013 study that Facebook “Get likes” can be used to correctly guess a user’s sexual orientation and race.
Researchers were also able to correctly guess a person’s age, intelligence, and political and religious leanings. They could determine if a person is content or uses addictive substances.
They could even forecast whether a person’s parents would remain together until the individual turned 21. The study was based on data collected from 58,000 participants who provided Facebook, an American social media firm, with “likes.”
The researchers utilized computer systems to search for difficult-to-establish correlations, such as a correlation between a preference for curly fries and a higher IQ.
The 2013 study discovered that Facebook users who scored highly on openness favoured Hello Kitty merchandise and purchased it frequently. In addition, they were more likely to be of African-American heritage and supported the policies advocated by the Democratic Party.
Numerous businesses encourage visitors to their websites to sign in with Facebook or other social network accounts. This provides businesses with a comprehensive profile of the individual, including their birthday, friend list, and educational history.
The researchers cautioned against the potential exploitation of digital records and personal data. According to them, marketers can collect information about enormous numbers of people without their permission or knowledge.
They stated that companies, and government entities. And even Facebook friends might get information that a person may not have wished to give.
Cambridge Analytica’s Facebook usage
Facebook revealed this week that a private business known as Cambridge Analytica did exactly that with data from its social networking platform.
Facebook reported that Cambridge Analytica collected private information, including “likes,” from over 50 million Facebook users.
It was stated that the corporation obtained the data from 270 thousand individuals who downloaded a software program marketed as a personality test. These participants consented to provide their personal information for research purposes.
A researcher also obtained the information of all their Facebook friends, a practice permitted by Facebook’s terms of service until 2015. The researcher subsequently sold the data to Cambridge Analytica, which utilized the information during the 2016 U.S. election campaign.
The firm assisted then-candidate, Donald Trump. But Trump campaign official said that the team didn’t get voter information from Cambridge Analytica but from Republican data sources. And it was contemplating legal action against the business.
These efforts may be insufficient to satisfy U.S. and British officials.
Elizabeth Denham, the Information Commissioner of the United Kingdom, stated that she is requesting permission to search Cambridge Analytica’s London headquarters.
Specifically, she was curious as to whether or not Facebook took adequate measures to safeguard private information.
Several U.S. legislators want Facebook CEO Mark Zuckerberg to address Congress on the company’s usage of user data.
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