Understanding the challenges of using personal data in media experiences

Sailaja, Neelima (2020) Understanding the challenges of using personal data in media experiences. PhD thesis, University of Nottingham.

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Abstract

This thesis explores the challenges associated with the turn to personal data in novel media experiences. Emergent media experiences, is turning towards using personal data as a resource to help enhance the possibilities for innovation in media service provision. But while the capabilities presented by personal data are manifold here, historically this shift has seen to introduce many socio-technical challenges that confront the use of these experiences. It is the study and understanding of these challenges, as manifest within the scope of media experiences leveraging personal data that this research turns to.

The research studies this problem from the perspective of two stakeholders involved in this scenario, the users and the service providers. Here, an overtly multidisciplinary approach is adopted, starting from the literature review which engages with previous work from the disciplines of media research, technology, digital economy, law and ethics. To do this, a range of methods which support qualitative research like informal interviews, focus groups, scenario based design, design fiction, thematic analysis, grounded theory and endogenous topic analysis are employed within three studies reported here.

The two formative studies reported seek to elicit user and service provider viewpoints on the challenges of using personal data in media experiences. This is followed by the co-design of a media experience that leverages personal data while including a ‘data dialogue’ that aims to respond to challenges previously uncovered. This design is presented to users and service providers to evaluate their response on this ‘data dialogue’ and to further probe the challenges of using personal data within the media experience.

The contribution of this work could be categorised into two, conceptual contributions and implication for design.

The conceptual contributions explicate the following challenges, as reasoned by both users and service providers. They present the practically grounded subtleties embodied by these challenges when considered within the context of media experiences leveraging user personal data. This is done by comparing the findings of the studies reported here to build upon and contribute to previous conceptualisations of these challenges within literature from multiple disciplines. These conceptual contributions are :

•Value

•Trust

•Privacy

•Transparency

•Control

•Accountability

The implications for design build upon these conceptual contributions to present some practically reasoned sensitivities to be taken into account when considering the design of media experiences that leverage personal data. These recommendations combine the viewpoints of the users and service providers to present design considerations that are sensitive to the challenges raised by both parties, to work towards responding to these challenges. These sensitivities are focused around the following challenges :

•Trust

•Privacy

•Transparency

•Control

•Accountability

The conceptual engagement with challenges here highlight the importance of enabling the users with a more central role in this scenario while the implications for design provide sensitivities that help realise this shift, to work towards alleviating the challenges of both the users and the service providers

Item Type: Thesis (University of Nottingham only) (PhD)
Supervisors: Crabtree, Andy
McAuley, Derek
Keywords: personal data, media experience, privacy, data protection
Subjects: Q Science > QA Mathematics > QA 75 Electronic computers. Computer science
Faculties/Schools: UK Campuses > Faculty of Science > School of Computer Science
Item ID: 60123
Depositing User: Sailaja, Neelima
Date Deposited: 24 Jul 2020 04:40
Last Modified: 24 Jul 2020 04:40
URI: http://eprints.nottingham.ac.uk/id/eprint/60123

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