Data Collection: “Harvesting” Personalities Online - Applying Ethical Theory

This paper discusses the ethical theories of Utilitarianism, Deontology, Contract, and Virtue in relation to the case of Cambridge Analytica's data collection practices. It highlights the importance of privacy and security in the age of cyber technology.

SCHOOL OF COMPUTING AND MATHS, CHARLES STURT UNIVERSITY
Data Collection: “Harvesting” Personalities Online
Assignment 3: Applying Ethical Theory
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Data Collection: “Harvesting” Personalities Online
Table of Contents
Introduction......................................................................................................................................2
Utilitarianism Theory.......................................................................................................................2
Deontology theory...........................................................................................................................3
Contract theory................................................................................................................................3
Virtue theory....................................................................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................6
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Data Collection: “Harvesting” Personalities Online
Introduction
The case talks about the data collection in reference to harvesting the personalities online
by offering the big data analytics. The case that will be discussed in this paper is related to
Cambridge Analytica and in this the highlights will be given about the voters with the focus on
the categories that consist of the demographic and other problems.
In this case the Cambridge Analytica fails to test the deontological reasoning of the
business. It also consists of the questions that consider the rules which help to analyze that
whether it is fair or not. The rules are also related to hold the universal passage of time and also
emphasizes on the equality.
This case highlights the issues to maintain the safety of the data and also the data creation
which takes place is unfair as there is no other conventional method for the research. So, in this
paper the discussion will be made on the four ethical classical theories. The theories on which
discussion will be made are Utilitarianism, Deontology, contract and Virtue. These theories will
help focus on the case related to “harvesting personalities online”.
Utilitarianism Theory
With the integrity, the individual have the right to analyze the data which is present on
the public domain. According to this case, it has been seen that it is necessary to handle the
information with the private data cache and also managing the needs of the children with the
Psychology researchers. In context to Utilitarianism Theory it has been examined that
emphasis is given on analyzing the consequences as how things are perceived at the time of
collecting the data (Barrow, 2015). The emphasis is also given on considering the rules in
utilitarian thinking by focusing on the enforcement of law and views. It can help to maintain
safety and security of the individuals.
The rules are related to rescue the theory related with criticisms and also with the issues
that defines to handle the role with the devastating criticism and concepts. The main purpose of
this theory is to provide happiness and also advantage to the individuals. If focus is given on the
case it has also been seen that Cambridge availed the benefits. It has been stated that Cambridge
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Data Collection: “Harvesting” Personalities Online
and also the political parties got the utility but Society has to face many problems. So it has been
analyzed that it is important to safeguard the data of the individuals. The experts should be hired
so that safety techniques can be taken into consideration (Mill, 2016). Also the formulation is
based on the managing the approaches for collapsing into the acts that assist in rules with
specification and also with the introduction related to moral education forms (Campbell, 2016).
Deontology theory
In this theory the moral support is given of the actions and it depends on the accuracy of
the actions under the various rules. Also, the theory states the actions whether it is right or
wrong under the specific rules. But by considering the case it has been seen that company used
the personal data which impacted the society in the negative manner. This theory is mainly
related with the accuracy of the information which depends on the rules rather than the actions of
the consequences (Lazar, 2017). This important rule is related with maintaining the safety and
privacy of the people. It can also minimize the issue related to data breach.
By considering the case study it can be seen that creation of data takes place with many
things and when it is related with the name then it can lead to the ethical violation. There are no
combats in reference to the data aggression and also there is no issue related to the rules which
are fair to everyone and also with the rules which are holding in context to the universal setup.
The data is created with the personal information of the individuals. So, in context to deontology
theory the practices are not ethical related to data breach (Chakrabarty & Bass, 2015).
Contract theory
This theory is related with the significance of laws and regulations for the people living
in the society. This theory defines that an oral agreement which is made by the individuals who
are staying together in the society. The companies have certain responsibilities towards that
should be considered so that safety can be maintained of the people (Vaughn, 2015).
As per the case related to Cambridge it has been seen that there are responsibilities
towards the society to keep the data secure but the company cheated the society and used the
personal data to evaluate the voting preference of the people. Through this the affect can be seen
on the people and also the responsibilities are not performed in a proper manner. It can be stated
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Data Collection: “Harvesting” Personalities Online
that the company should perform its duties in a proper manner but Cambridge failed to consider
the responsibilities (Raicu, 2018).
This theory also emphasizes on the agreement that are created with the moral and other
rules related to behavior. It is necessary to take into consideration the behavior of the people so
that it can be simple to manage the activities. Bu also the company considered the information
without emphasizing on the behavior of the individual.
It has also given negative impact on the individuals which is necessary to maintained in
the society. It has been analyzed that there are no criteria for the other ethical perceptive and also
the emphasis is on managing the additional dimensions with the ethical implications that are for
the society and for securing the vulnerable groups. Also there are problems which are related
with citing the agreements when it is related with actions. There are also measures which are
profitable with the accurate ethical decisions.
Virtue theory
This theory relates to the oral ethics with restraining the desires. It has also been seen
that it defines the role of character so that good things can be considered for the society. This
theory states that the company has an important role to enhance the utility in the society by
considering the responsibilities (Bai, 2017).
It also helps the people to exchange the ideas with the people by offering them new
applications. But now it has been analyzed that Cambridge used the personal information to
evaluate the factors which can affect the politicians. Also according to this case it has been seen
that the company did not show the ideal character towards the society but by considering this
theory it is the responsibility of the companies to maintain privacy of the information so that
moral and core values can be maintained (Ezzamel & Willmott, 2014). Also, as the public give
permission to the companies there are analytical studies that focus on making the choices and
then enhance it with continuing the data boundaries. But in this case without asking to the public
the data was taken and it is used which given affect on the image of the company like Face book.
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Data Collection: “Harvesting” Personalities Online
Conclusion
By analyzing the paper it has been concluded that by focusing on the case it has been
seen that in context to Cambridge Analytica case, the duties and responsibilities are not
structured in a proper manner. This case states that privacy, security and cyber crime are the
problems which are related with the cyber technology. To minimize these issues it is important
for the government to consider the right action by offering incentives to the companies to invest
in the security system so that security can be maintained. Also strong security will assist the
companies to stop the problems in context to the security system. If there is strong security
system then it can assist the companies to stop these types of issues on the initial stage which
will directly impact on reducing the ethical problems. It is necessary for the people to have
proper awareness of the data security in the age of cyber security.
Here, it is important for the company to focus on creating proper data base and also on
collecting the research methods so that privacy of the data which is breached can be taken into
consideration. If there is no privacy then it can be difficult to survive in the market, so it is
important to maintain the privacy as it can be considered as an ethical act in the eye of law.
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Data Collection: “Harvesting” Personalities Online
References
Bai, F. (2017). Beyond dominance and competence: A moral virtue theory of status
attainment. Personality and Social Psychology Review, 21(3), 203-227.
Barrow, R. (2015). Utilitarianism: A contemporary statement. Routledge.
Campbell, T. D. (2016). The legal theory of ethical positivism. Routledge.
Chakrabarty, S., & Bass, A. E. (2015). Comparing virtue, consequentialist, and deontological
ethics-based corporate social responsibility: Mitigating microfinance risk in institutional
voids. Journal of Business Ethics, 126(3), 487-512.
Ezzamel, M., & Willmott, H. (2014). Registering ‘the ethical’in organization theory formation:
Towards the disclosure of an ‘invisible force’. Organization Studies, 35(7), 1013-1039.
Lazar, S. (2017). Deontological Decision Theory and Agent-Centered Options. Ethics, 127(3),
579-609.
Mill, J. S. (2016). Utilitarianism.In Seven Masterpieces of Philosophy. Oxon: Routledge, 337-
383.
Raicu, I. (2018). Data Collection: “Harvesting” Personalities Online. Retrieved from:
https://www.scu.edu/ethics/focus-areas/internet-ethics/resources/data-collection-
harvesting-personalities-online/
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Data Collection: “Harvesting” Personalities Online
Vaughn, L. (2015). Doing ethics: Moral reasoning and contemporary issues. WW Norton &
Company.
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