Topics in IT Ethics: Data Collection: “Harvesting” Personalities Online

Running head: TOPICS IN IT ETHICS
Topics in IT Ethics: Data Collection: “Harvesting” Personalities Online
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1TOPICS IN IT ETHICS
Argument Visualization
The argument visualization of the chosen situation is indicated in the picture below-
Figure 1: Argument Visualization
(Source: created by author using MindMup)

2TOPICS IN IT ETHICS
Introduction
The essay aims discussing the ethical issue related to the collection and harvesting of the
personalities online. A case study is chosen that aims in analyzing the ethical issues associated
with the collection of personal data and harvesting of those data. The big data analytics company
named Cambridge Analytica helps the political candidates in tailoring their campaign by
collecting the personality traits of the recipients (University, 2019). According to the data
provided by the company, the company has been successful in collecting data of registered
Voters (that counts to 190 million ) in the United States. The collection of data without letting
the users know the actual reason of data collection can give rise to a major ethical issue (Mason,
2017). These data are collected online through questionnaire and these type of questionnaire are
generated using advertisements that promises to provide data related to personality traits.
1. Utilitarianism Theory
The normative ethical theory that judges right and wrong based on the consequences of
one particular action is described as Utilitarianism theory. Therefore, according to the
Utilitarianism theory, the ethical viability of a particular scenario is completed dependent on
actions (Weiss, 2014). Utilitarianism is one of the best known moral theories as the core idea of
the same is to check whether a particular situation is morally right or wrong (Lyons, 2015).
According to this ethical theory, the right and wrong of particular work or a situation is
completely dependent on the outcomes (DesJardins & McCall, 2014). Most of the ethical choice
according to this particular ethical theory also aims in production of greatest good.
The personalities of people that cannot be harvested online are extrapolated with similar
data in order to get an idea of the personality traits of those individuals who are not taking the