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Download Profiling Machines: Mapping the Personal Information Economy by Greg Elmer PDF

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By Greg Elmer

During this ebook Greg Elmer brings the views of cultural and media reviews to the topic of shopper profiling and suggestions expertise within the electronic economic system. He examines the multiplicity of strategies that computer screen shoppers and instantly acquire, shop, and cross-reference own details. after we purchase a booklet at or a kayak from L.L. Bean, our transactions are recorded, kept, and deployed to forecast our destiny behavior--thus we may perhaps obtain solicitations to shop for one other booklet through an analogous writer or the most recent in kayaking equipment. Elmer charts this technique, explaining the applied sciences that give the chance and reading the social and political implications.Elmer starts via developing a theoretical framework for his dialogue, providing a "diagrammatic procedure" that attracts on yet questions Foucault's conception of surveillance. within the moment a part of the publication, he provides the ancient heritage of the know-how of purchaser profiling, together with such pre-electronic instruments because the census and the guaranty card, and describes the software program and know-how in use at the present time for demographic mapping. within the 3rd half, he seems at case studies--a advertising occasion subsidized by way of Molson that was once held within the Canadian Arctic (contrasting the attendees and the indigenous population) and using "cookies" to assemble own info at the international vast net, which (along with different related applied sciences) automate the method of info assortment and cross-referencing. Elmer concludes by means of contemplating the politics of profiling, arguing that we needs to start to query our daily digital workouts.

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Sample text

Data- veillance is the systematic use of personal data systems in the investigating and monitoring of the actions or communications of one or more persons. ’’ Yet what remains at best unclear in Clarke’s discussion of dataveillance is the degree to which personal information relates to—indeed, fuels and regenerates—techniques and technologies that solicit, diagnose, store, and map personal information. Mark Poster’s (1990, 75) investigation of database technologies likewise privileges language over sight within the indexical architectures of the database.

Rather, as raw materials for market researchers, various categories of data become integral elements in the diagnostic process—that is, the means by which information is cross-referenced. In Lifestyle Market Segmentation, Ronald D. Michman (1991) outlines four primary categories of data. First, geographic data encompass categories such as region, climate, population density, and market area. Examples of geographic data include telephone area codes, zip codes, and Internet URLs and domain names.

Warner 1994, 18). London-based Virgin likewise attempted to mirror the successful concert promotions of Scotland’s Tennent Caledonian Breweries by hosting the V96 Festival (held in Chelmsford, England). Both Virgin and Tennent used the concerts as promotional devices to reach a particular market segment by associating their products with top British acts and the concert experience itself (Marsh & Lee 1996, 10). While such large-scale promotions complicate the conventions of traditional media advertising (print, radio, and television) and, spatially, the rhythms of everyday life, their marketing goals are not always limited to heightened product visibility or to niche- market association.

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