Topics in Information Technology Ethics: Data Collection “Harvesting” Personalities Online

This essay evaluates the ethical dilemma of data collection or harvesting of personalities online for tailored political campaigns. The situation is analyzed on basis of four ethical theories namely, utilitarianism theory, deontology theory, virtue theory and contract theory.

Running head: TOPICS IN INFORMATION TECHNOLOGY ETHICS
Topics in Information Technology Ethics: Data Collection “Harvesting” Personalities Online
Name of Student
Name of University
Author Note

1
TOPICS IN INFORMATION TECHNOLOGY ETHICS
1. Introduction
The chosen article sheds light to the process of data harvesting or harvesting personalities
online with an aim of helping the political candidates to customize or tailor their campaigning
messages. With the collected data from different types of online surveys, the voters across
America are categorized on basis of their demographics and issues they face. The article reveals
that the company has assessed almost all the 190 million registered voters in United States
(University, 2019). The main issue related to this data collection process is that the participants
of the survey generally has no idea about the purpose of data collection. The data fetched in
name of targeted ads or personality traits are used for tailored political campaigns. The question
arises, whether the collection or harvesting of the personalities of all the people without their
knowledge is ethical or not. The disclosure provide to the participants prior to the survey is not
enough as it does not reveals the main intention behind collection of those data. Furthermore, the
data of the part of population that has not participated in the online survey is assumed by the
method of extrapolation, which may not be ethical as well. The purpose of the essay is to
evaluate the situation on basis of four ethical theories.
2. Utilitarianism Theory
The Utilitarianism theory of ethics determines the rightness or wrongness of a situation
solely on the consequences of the situation. Therefore, according to the theory of Utilitarianism,
a situation will be ethically correct only if it works for greater good (Kahane et al., 2015). A
situation should not only take into consideration of an individual’s interest but should ensure that
the interest of others is fulfilled as well. By ensuring that, it is possible to make a situation
ethically correct.

2
TOPICS IN INFORMATION TECHNOLOGY ETHICS
On analyzing the situation highlighted in the chosen article on basis of the Utilitarianism
theory, it can be said that the situation is not ethically correct (Boutilier et al., 2015). This is
mainly because the revelation of the incomplete or to an extent, untrue information indicates that
the data collected is mainly tailored to ensure the benefit of the political participants and not the
190 million voters of U.S. The participants of the survey are providing their data in order to
understand their personalities and they have a very little or no idea of the real intention or need
for collection of such data. Thus, the situation thus arises is not at all ethical on basis of
Utilitarianism theory of ethics. The action of collection of data without revealing the entire cause
to the individuals who are providing the data makes the situation unethical on Utilitarianism
perspective. The situation might not have been unethical if the participants of the survey were
provided with detailed information about the real reason behind data collection or harvesting of
the personalities online. The situation is evaluated on basis of Deontology theory, contract theory
and virtue theory in the following paragraphs.
3. Deontology Theory
The deontology states that an action can be morally and ethically correct if the intention
behind the same is correct. An intention behind a particular work is mainly based on the values
of a person (Constantin, 2014). Thus, following a deontology theory, an individual should
always work according to the rules that can be accepted universally. This is mainly because the
deontology theory is based on universality and impartiality.
On analyzing the ethical issue arising from the situation highlighted in the chosen article,
on basis of theory of deontology, it is found out that the situation is not ethical (Weiss, 2014).
This is particularly because deontology theory approves the concept of telling truth to the

3
TOPICS IN INFORMATION TECHNOLOGY ETHICS
individuals. Even in situations that involve breaking a promise to tell the truth, an individual
should always tell the truth. Therefore, the situation that is highlighted in the article is ethically
wrong as the participants of the survey are not told the truth about the purpose of collection of
data. The situation would have been ethically correct as per the theory of deontology if the data
were collected from the individuals after letting them know the real cause behind the collection
of such data that is, tailored political campaign (Smith et al., 2015). However, if the truth being
told, it is possible that the individuals may not be interested in providing their data. This is the
primary reason behind telling a lie to the participants who are taking part in online surveys.
The situation therefore is completely unethical in perspective of Deontology theory of
ethics. Furthermore, the harvesting of the personalities online involves the extrapolation of the
data of the individuals who have not participated in the survey. This is unethical as well since the
data of individuals are assumed with the method of extrapolation without their knowledge which
is not supported by the deontology theory of ethics.
4. Virtue Theory
The virtue theory of ethics mainly stresses on the moral development and moral
education. The theory of virtue is associated with development of right virtues, strengths and
excellence. This can be achieved with the help of proper training, which can help in acquisition
of good habits and good character traits (Szutta, 2015). The collection and use of data for
purpose such as harvesting of personalities online may not be ethically correct. The situation is
not ethically correct in terms of virtue theory of ethics as it does not promote moral development
or any sorts of moral education. The path chosen by the company to harvest the personalities of
the registered voters are complete wrong in terms of moral duty and virtue ethics. The situation

4
TOPICS IN INFORMATION TECHNOLOGY ETHICS
could have been ethically correct if the collected data could have been actually used in benefits
of the data providers and not just to develop tailored campaigns (Bauerkemper, 2017). It is the
moral duty of the companies to let the participants of the survey, know about the reason behind
the collection and analysis of the data. Therefore, the virtue theory of ethics disapproves this
unethical data collection process that only benefits the political participants and not those 190
million registered voters.
5. Contract Theory
The contract theory of ethics state that a moral system comes into being only after a large
section of the society agrees to the same. The contract theory of ethics therefore provides the
motivation to an individual to be moral (Gasper, 2016). However, it should be an individual’s
self interest to develop moral system and rules. The companies that are collecting the data of the
participants of the survey in order to develop tailored political campaign are not keen on
developing a moral system and therefore, the situation becomes unethical from the point of view
of contract theory (Koszegi, 2014). The motivation of developing a moral system should be
promoted in order to stop these unethical practices. The social contract theory is largely based on
collective acceptance of a major part of a society. If a larger number of individuals provide their
consent to a particular situation, the situation will be ethical or else it will not be ethical.
Therefore, it is mandatory to ensure whether the situation will act for a greater good of a society
prior to taking any decisions. Since the situation of data harvesting by no means prove to be good
for the majority of the individuals in a society the situation is proved to be unethical.
6. Conclusion

5
TOPICS IN INFORMATION TECHNOLOGY ETHICS
The chosen scenario is evaluated on basis of four classical ethical theories namely,
utilitarianism theory, deontology theory, virtue theory and contract theory. The situation that is
raised in the chosen article is proved to be unethical from the perspective of all four classical
ethical theories. This is particularly because neither the consequence of the action is good nor the
situation proves to be a greater good for the society. The collection or harvesting of personalities
of 190 million registered voters of America is unethical as the data collected is used to develop
tailored political campaign, which has no profit for the individuals who are providing those data.
The situation could have been ethical if the respondents of the online surveys, from whom the
data are collected are informed about the real reason behind collection of such data. This
removes the ethical dilemma that arises from the situation under consideration. The data
collection process should be transparent in other to remove any sorts of ethical issues from the
entre process of personality harvesting and its related data collection.

6
TOPICS IN INFORMATION TECHNOLOGY ETHICS
References
Bauerkemper, J. (2017). Principles & Beliefs in the Practice of Ethics March, 2017.
Boutilier, C., Caragiannis, I., Haber, S., Lu, T., Procaccia, A. D., & Sheffet, O. (2015). Optimal
social choice functions: A utilitarian view. Artificial Intelligence, 227, 190-213.
Constantin, E. (2014). Deontology in public administration. Contemporary Readings in Law and
Social Justice, 6(1), 432.
Gasper, D. (2016). Ethics of development.
Kahane, G., Everett, J. A., Earp, B. D., Farias, M., & Savulescu, J. (2015). ‘Utilitarian’judgments
in sacrificial moral dilemmas do not reflect impartial concern for the greater
good. Cognition, 134, 193-209.
Koszegi, B. (2014). Behavioral contract theory. Journal of Economic Literature, 52(4), 1075-
1118.
Smith, I. H., Netchaeva, E., Soderberg, A., & Okhuysen, G. (2015). The Behavioral Ethics of
Deontology and Utilitarianism: Are They as Separable as They Seem?. In Academy of
Management Proceedings (Vol. 2015, No. 1, p. 14876). Briarcliff Manor, NY 10510:
Academy of Management.
Szutta, N. (2015). Moral Education from the Perspective of Virtue Ethics.
University, S. (2019). Data Collection: “Harvesting” Personalities Online. Retrieved from
https://www.scu.edu/ethics/focus-areas/internet-ethics/resources/data-collection-
harvesting-personalities-online/

7
TOPICS IN INFORMATION TECHNOLOGY ETHICS
Weiss, J. W. (2014). Business ethics: A stakeholder and issues management approach. Berrett-
Koehler Publishers.