CHRISTIAN FUCHS - ICT&S - UniversitÃ¤t Salzburg

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Christian Fuchs: Social Networking Sites and the Surveillance Societyyour User Content from the Site at any time. If you choose to remove your UserContent, the license granted above will automatically expire, however youacknowledge that the Company may retain archived copies of your User Content.Facebook does not assert any ownership over your User Content; rather, asbetween us and you, subject to the rights granted to us in these Terms, you retainfull ownership of all of your User Content and any intellectual property rights orother proprietary rights associated with your User Content” (Facebook Terms ofUse, accessed on November 2, 2008).Facebook stores personal data and usage data. These data are also used forpersonalized services.“When you visit Facebook you provide us with two types of information: personalinformation you knowingly choose to disclose that is collected by us and Web Siteuse information collected by us as you interact with our Web Site. (…) When youuse Facebook, you may set up your personal profile, form relationships, sendmessages, perform searches and queries, form groups, set up events, addapplications, and transmit information through various channels. We collect thisinformation so that we can provide you the service and offer personalizedfeatures. In most cases, we retain it so that, for instance, you can return to viewprior messages you have sent or easily see your friend list. When you updateinformation, we usually keep a backup copy of the prior version for a reasonableperiod of time to enable reversion to the prior version of that information”(Facebook Privacy Policy, accessed on November 2, 2008).Facebook automatically uses targeted advertising. There is no way to opt out.“Facebook may use information in your profile without identifying you as anindividual to third parties. We do this for purposes such as aggregating how manypeople in a network like a band or movie and personalizing advertisements andpromotions so that we can provide you Facebook. We believe this benefits you.You can know more about the world around you and, where there areadvertisements, they're more likely to be interesting to you. For example, if youput a favorite movie in your profile, we might serve you an advertisementhighlighting a screening of a similar one in your town. But we don't tell the moviecompany who you are. (…) Advertisements that appear on Facebook aresometimes delivered (or "served") directly to users by third party advertisers. Theyautomatically receive your IP address when this happens. These third partyadvertisers may also download cookies to your computer, or use othertechnologies such as JavaScript and "web beacons" (also known as "1x1 gifs") tomeasure the effectiveness of their ads and to personalize advertising content.Doing this allows the advertising network to recognize your computer each timethey send you an advertisement in order to measure the effectiveness of their adsand to personalize advertising content. In this way, they may compile informationabout where individuals using your computer or browser saw their advertisementsand determine which advertisements are clicked. Facebook does not have accessto or control of the cookies that may be placed by the third party advertisers.Third party advertisers have no access to your contact information stored onFacebook unless you choose to share it with them. This privacy policy covers the39
Christian Fuchs: Social Networking Sites and the Surveillance Societyuse of cookies by Facebook and does not cover the use of cookies or othertracking technologies by any of its advertisers” (Facebook Privacy Policy, accessedon November 2, 2008).Facebook is allowed to automatically collect information on users from other websitesand to publish these data on the users’ Facebook profiles:“We may use information about you that we collect from other sources, includingbut not limited to newspapers and Internet sources such as blogs, instantmessaging services, Facebook Platform developers and other users of Facebook, tosupplement your profile. Where such information is used, we generally allow youto specify in your privacy settings that you do not want this to be done or to takeother actions that limit the connection of this information to your profile (e.g.,removing photo tag links)” (Facebook Privacy Policy, accessed on November 2,2008).Facebook is allowed to share user data with its advertising clients:“We may offer stores or provide services jointly with other companies onFacebook. You can tell when another company is involved in any store or serviceprovided on Facebook, and we may share customer information with thatcompany in connection with your use of that store or service” (Facebook PrivacyPolicy, accessed on November 2, 2008).Facebook may pass on data to authorities for crime prevention or law enforcement:“We may be required to disclose user information pursuant to lawful requests,such as subpoenas or court orders, or in compliance with applicable laws. We donot reveal information until we have a good faith belief that an informationrequest by law enforcement or private litigants meets applicable legal standards.Additionally, we may share account or other information when we believe it isnecessary to comply with law, to protect our interests or property, to prevent fraudor other illegal activity perpetrated through the Facebook service or using theFacebook name, or to prevent imminent bodily harm. This may include sharinginformation with other companies, lawyers, agents or government agencies”(Facebook Privacy Policy, accessed on November 2, 2008).5.3. MySpaceTom Anderson, Josh Berman, Chris DeWolfe, and Brad Greenspan launched MySpacein August 2003. MySpace was purchased by Rupert Murdoch’s News Corporation for580 million US$ in July 2005. News Corporation was the 136 th largest company in theworld in 2008 (Forbes 2000 list of largest companies, 2008) and the fourth largestmedia corporation. Its profits amounted to 3.33 billion US$ in 2007, its capital assetswere 30.55 billion US$. News Corporation owns for example newspapers such as TheSun, The New York Post, The Wall Street Journal; the film production company 20 thCentury Fox, the TV stations FOX in the US and ITV in the UK. MySpace is especiallyimportant for bands and music fans because it allows musicians to upload six mp3s totheir profiles. In terms of Internet traffic, MySpace is ranked number 7 at the global40
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CHRISTIAN FUCHS - ICT&S - UniversitÃ¤t Salzburg

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