The simple law that people imitate the desires of others, which Sigmund Freud asserted was at the base of all consumption, helps us to understand how media is successfully supported by advertising revenue. Therefore, successful advertisements must imply popularity. We inhabit a world centered on fashion and social order, which originally included deviation or ambiguity, and we simultaneously focus on the desires of others. However, what will happen when these desires are found to involve trickery or cheating? Recently, stealth marketing has not only adversely affected business manners but also become related to the modern social order that formed the desires we imitate. WikiLeaks founder Julian Assange talked in an interview with Russia Today that “Facebook in particular is the most appalling spying machine that has ever been invented.” In recent years, Facebook has become more than a “spy machine”; it has gathered not only personal data but also human data, including biological information, such as face fingerprints. In order to prevent these invasions of privacy, it is necessary to impose legal responsibility not only on the person guilty of defaming a victim but also on Facebook, which perpetuates the risk of personal information outflow. The Web needs a new type of regulation that prevents invasion of privacy through technological means.
Makoto Sakai, Bunkyo University, Japan
Stream: Social Media & Communication Technology
This paper is part of the EuroMedia2014 Conference Proceedings (View)
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