andrew mcstay slides empathic media #datapowerconf

of 15 /15
Conceiving empathic media and outlining stakeholder interests With some surprising results and provocations Andrew McStay, Bangor University, UK Tw: digi_ad

Upload: andrewmcstay

Post on 13-Aug-2015

298 views

Category:

Education


0 download

TRANSCRIPT

Page 1: Andrew McStay slides Empathic Media #datapowerconf

Conceiving empathic media and outlining stakeholder interests

With some surprising results and provocations

Andrew McStay, Bangor University, UK

Tw: digi_ad

Page 2: Andrew McStay slides Empathic Media #datapowerconf

• The capacity for emergent media technologies to sense and interpret what is significant for people, act on their emotional states, understand perspectives, and make use of their intentions and expressions.

• … achieved by assessment of language selection, speech, facial expression recognition, behaviour, bodily movement and responses to sensory and affective stimuli, and by acting appropriately on peoples’ reactions.

• An interpretive act (not a 6th sense and not about sympathy)

Page 3: Andrew McStay slides Empathic Media #datapowerconf

Perspectives• Regulators (ICOs and European Data Commissioners)

• Analytics firms (such as Crimson Hexagon and eXelate)

• Ad agencies/comms firms (big ones such as JWT and small like B-Reel)

• Games companies and user experience consultants (such Player Research and This Place)

• Wearables companies (from Google Glass arm to start-ups such as Spire)

• Angel investors (the end point of this talk)

Page 4: Andrew McStay slides Empathic Media #datapowerconf
Page 5: Andrew McStay slides Empathic Media #datapowerconf

This much we know, but there’s more…

Page 6: Andrew McStay slides Empathic Media #datapowerconf
Page 7: Andrew McStay slides Empathic Media #datapowerconf
Page 8: Andrew McStay slides Empathic Media #datapowerconf
Page 9: Andrew McStay slides Empathic Media #datapowerconf
Page 10: Andrew McStay slides Empathic Media #datapowerconf
Page 11: Andrew McStay slides Empathic Media #datapowerconf
Page 12: Andrew McStay slides Empathic Media #datapowerconf
Page 13: Andrew McStay slides Empathic Media #datapowerconf

• Very different order of data from behavioural advertising (more corporeal and less abstract than cookie-based mining)

• Empathic media companies not reliant on personal data (toxic data)

• Shift in market towards anonymous, aggregated data that provides insights and trends for marketers, but protects user identity (reflected in new Euro GDPR too).

• Every reason to suggest insights will be bundled with programmatic logic (as shown in eXelate slide)

• …the principles of protection shall not apply to data rendered anonymous in such a way that the data subject is no longer identifiable …(95/46/EC, Recital 26)

• Soft biometrics (versus hard as employed by border control, for example) (Article 29, Opinion 3/2012)

• No consent required (and seemingly even less protection in new General Protection Data Regulation [lots of vague statements on ‘legitimate interests’])

Page 14: Andrew McStay slides Empathic Media #datapowerconf

Moral limits to data markets

*And friends of privacy in strange places*• John Taysom: pro-privacy angel investor, Board member of the Web Science Trust, Policy Fellow of the Centre for Science and Policy at the University of Cambridge, CEO Reuters Venture Capital, etc…

• Not keen on governments seeking to “abuse social contracts or businesses that over-step the mark”

• “Increasing commodification of human existence is a form of corruption that undermines relationships with each other and of the individual with society”

• Market opportunities in privacy, wholesale reform of the data industry and unusual friends in financial places (can anyone but industry actors/innovators/start-ups deliver data industry reform?)

• Apple’s privacy re-brand (encryption, no access to keys, HealthKit (from steps to sex life tracking), HomeKit (who knows what is coming!)

• Ben Wizner (ACLU, Lawyer of Edward Snowden): we are going to need corporations to helps us defeat government excesses (Snowden also pro-Apple privacy stance)

Page 15: Andrew McStay slides Empathic Media #datapowerconf

Questions I am grappling with• Does it matter that data miners commodify emotional life? (If so, specifically,

why?)

• Or, is non-PII the golden solution (free content but regulations on toxic personal data)?

• How does biometric and emotional information contribute to the shaping of social life (particularly when emotions are inseparably involved in cognitive and decision-making processes)?

• What of moral limits to markets? Is there one in the case of non-PII? If so, again, specifically, why?

• What of consent? (Is the equating of consent with PII good enough? For now we can simply not use emotionally-sensitive technologies, but this will not be practical forever)

• What are the surveillant opportunities (n.b. Snowden leaks already indicate interest in gaming>biometrics>arousal>emotional inference)

• Is existing privacy theory/criticism based on identification up to the task of dealing with empathic media?