9.3 The impact of the new media

2026 Syllabus Objectives

  1. How the new media is contributing to globalisation.
  2. The new media as a challenge to existing power structures.
  3. The debate about digital optimism versus digital pessimism.
  4. The impact of the new media on social identities and interpersonal relationships.

Privacy and Surveillance 🔒

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The Privacy Challenge

One of the main issues arising from the growth of new media for consumers is personal privacy. Social media platforms operate on a business model where users exchange 'free' services for some loss of privacy. These platforms make money through advertising, which can now be targeted to individuals through the sale of users' personal data to third parties.

Personal privacy refers to the ability of an individual or group to seclude themselves or information about themselves from others.

Data Collection Practices

Corporations such as Facebook gather extensive personal information including:

  • Ethnicity
  • IQ levels
  • Sexuality
  • Substance use patterns
  • Political views

Socha and Eber-Schmid (2012) argue new media are characterized by an uncharted level of personal exposure.

A critical concern is that online data is difficult to erase once released, creating permanent digital footprints that can have long-lasting consequences for individuals.

Forms of Surveillance

More explicit forms of surveillance are made easier by new media technologies:

  • State monitoring: Governments may monitor website visits, emails, or VoIP (Voice over Internet Protocols) transmissions
  • VoIP surveillance: Technology like Skype calls can be intercepted and monitored
  • Digital stalking and bullying: Monitoring 'from above' (surveillance) exists alongside peer-to-peer harassment

Surveillance is defined as the monitoring of behavior, activities, or other shifting information for the purpose of influencing, managing, directing, or protecting people.

Youth Awareness

However, research suggests awareness of these risks is growing. Neelamalar and Chitra's (2009) study indicates that Indian youth possess an awareness of the risks and a social consciousness regarding these sites, suggesting users are becoming more sophisticated in their understanding of privacy issues.

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