Unraveling the digital identity dilemma: How your data shapes who you are

Thank you to Kem-Laurin Lubin, PH.D - C for sharing her knowledge and expertise with us.

Our digital footprint isn’t just data; it’s the mirror reflecting who you’re becoming in the virtual world

Living in today’s digital age means that our lives are intricately woven into the vast web of information that flows through the internet. Every click, swipe, and tap generates a data trail, shaping our digital identities in ways we may not even realize. But have you ever stopped to think about how your data is collected and used, and how it influences your identity? In this blog post, we will delve into the fascinating world of data collection and its profound impact on our identities.

Data collection: The new age identity builder

I vividly recall a time when I first heard about companies wanting to “personalize” my experience. It was rather unsettling because, as my grandma used to ask, “What’s in it for me?” Little did I know then that the apparent benefits of personalization were just a smokescreen, concealing the construction of our identities through our digital footprints. Today, it’s evident that data collection has evolved into the new “identity builder.”

A few years ago that truly brought home the impact of data collection on our identities. I had been casually browsing the internet, clicking through various websites, and scrolling through my social media feeds. As the evening went on, I noticed something weird. The ads that popped up seemed to be eerily tailored to my interests and needs. It was as if the digital world had peered into my soul and knew exactly what I wanted.

One particular incident stands out. Earlier that day, I had been discussing my plans to adopt a pet — for me a German Shepherd — with a friend over a messaging app. We talked about the joys of having a fur baby and the responsibilities that came with it. Lo and behold, within hours, my social media feeds were flooded with advertisements for pet adoption agencies, pet food brands, and even local veterinarians. It was both fascinating and slightly unnerving to see how swiftly my online conversations had been translated into targeted advertising.

These personal anecdotes illustrate the power of data collection in shaping our digital identities. The algorithms behind these ads had not only recognized my interest in pets but also understood my intentions. They had taken a simple conversation and turned it into a personalized marketing campaign, all without my explicit consent. It was a clear example of how our online activities, no matter how mundane or private, are constantly being mined for data to construct a version of ourselves that is, in many ways, defined by our digital footprint. But data collection goes beyond just tailoring ads. It extends to various aspects of our online lives, from the content we consume to the news we read and the political views we express.

This data-driven identity construction doesn’t just impact our online experiences; it can also have real-world consequences. For instance, job recruiters often use algorithms to assess a candidate’s suitability for a position based on their online profiles and activities. Similarly, financial institutions use data analytics to determine creditworthiness. In these cases, our digital identities can influence the opportunities and privileges we are granted or denied in the physical world. Data collection has become the new-age identity builder, crafting a version of ourselves that is used to target us with advertisements, influence our decisions, and even shape our real-world prospects.

As we navigate this data-driven landscape, it’s crucial to remain vigilant about how our digital identities are being constructed and used, and to advocate for transparency and ethical practices in the collection and utilization of our personal data. After all, our online identities are more than just data points; they are reflections of who we are, and they deserve to be treated with respect and responsibility.

You might be wondering about the significance of both illicitly harvested and willingly shared data. To shed light on this, let’s me provide two case studies that illustrate the underlying mechanisms at play. These case studies, whether individually or in combination, contribute to the construction of our digital identities in the virtual world. Understanding these dynamics provides us with valuable knowledge, and as the saying goes, “knowledge is power.”

By seeing concrete examples of these mechanisms at play, we can better manage our online behaviors and make informed decisions to protect our digital identities and privacy.

1. Data predators: the dark reality of illicit harvesting and its consequences

Let me share a case study that brings the concept of illicit data harvesting and its consequences into sharp focus. A few years ago, a close friend of mine, Kate, fell victim to a data breach that had far-reaching consequences she could never have anticipated.

Kate was an avid online shopper, and like many of us, she enjoyed the convenience of making purchases from the comfort of her home. She trusted the e-commerce websites she frequented and had her payment information stored for easy transactions. One day, she received an email that appeared to be from one of her favorite online retailers, notifying her of a sale. Excited, she clicked on the link provided in the email, thinking she was about to snag a great deal. Unbeknownst to her, that email was a cleverly disguised phishing attempt. The link led her to a fraudulent website that mimicked the appearance of the retailer’s site. Believing she was on the legitimate site, Kate proceeded to make a purchase, providing her credit card information as usual. Little did she know that her sensitive financial data had just fallen into the hands of cybercriminals.

The consequences of this incident were devastating. Within days, unauthorized charges began appearing on Kate’s credit card statement. Her bank account was drained, and she found herself in a financial crisis. But that was just the beginning. Kate’s stolen data was used to open new credit card accounts in her name, leading to accumulating debts that she had no knowledge of. Her credit score plummeted, making it nearly impossible for her to secure a loan for a car she desperately needed. The emotional toll was immense; she felt violated, helpless, and constantly anxious about her financial security. I felt angry on her behalf.

Kate’s case highlights the real-world repercussions of illicit data harvesting. What started as a seemingly harmless click on an email resulted in financial loss, identity theft, and emotional distress. It serves as a stark reminder of how vulnerable our digital identities can be when they fall into the wrong hands. In the broader context, such cases underscore the urgent need for robust cybersecurity measures, digital literacy, user education, and legal frameworks to protect individuals from the consequences of data breaches and cybercrimes. It’s a reminder that as we navigate the digital landscape, we must remain vigilant and take proactive steps to safeguard our personal information, because the consequences of a breach can extend far beyond the virtual world, impacting our lives in profound and unexpected ways.

2. Willing data sharing: The Faustian bargain

Allow me to share a case study that sheds light on the complex relationship between willingly shared data and the consequences of algorithmic profiling. I have decided not to use real names here as the algorithms are always watching. Anyway, this case revolves around a social media platform I’ll refer to as “SocialConnect.”

SocialConnect is a popular platform that millions of users embraced for its seamless interface and engaging content. Users willingly shared a plethora of personal information on their profiles, from their likes and dislikes to their location and relationships. In return, they enjoyed a tailored experience, seeing posts and advertisements that seemingly catered to their preferences.

One day, a user group discovered that SocialConnect’s algorithms had been quietly influencing their experiences in ways they hadn’t fully realized. It all began when a user named Alex noticed that they were consistently exposed to news articles and posts that reinforced their existing political views. At first, Alex thought it was merely a coincidence, but as time went on, it became clear that their entire news feed had become an echo chamber, filled with like-minded content and opinions.

Concerned about the implications of this algorithmic bubble, Alex started a conversation with other users who shared similar experiences. They realized that SocialConnect’s algorithms were not just personalizing content but actively steering them towards viewpoints that aligned with their existing beliefs. It was as if the platform had trapped them in a filter bubble, shielding them from diverse perspectives and alternative viewpoints.

As these users delved deeper into the issue, they discovered that their data had been used not only to personalize content but also to categorize them into various groups ( referred to as cohorts in data science) for targeted advertising and content delivery. The platform had effectively reduced their complex personalities and interests into data points, simplifying them into demographic profiles that served the platform’s financial interests.

This case study underscores the fine line between personalization and manipulation in the world of willingly shared data. While users had willingly provided their information in exchange for a convenient and personalized experience, they hadn’t fully grasped the extent to which algorithms were shaping their digital identities. The consequences were profound, as their perspectives were narrowed, and their ability to engage with diverse ideas was compromised.

It serves as a stark reminder of the power that algorithms hold over our digital identities and the need for transparency and control in the way our data is used. As we willingly share more and more information online, we must remain vigilant about the trade-offs we make and advocate for ethical data practices that prioritize individual agency and autonomy in the digital realm.

The algorithmic identity

As we wrap up our journey through these contemporary case studies, we come to a realization — our digital identities are not fixed but constantly evolving constructs shaped by algorithms. Whether it’s the aftermath of illicit data harvesting or the consequences of willingly shared information, these algorithms have the power to define who we are in the digital world.

So, what can we do to navigate this complex landscape? Awareness is the first step. Understanding how our data is collected and utilized empowers us to make informed choices about our digital footprint. It’s crucial to advocate for data privacy and security, demand transparency from online platforms, and actively manage our digital identities.

My own research journey into identity construction through judicial case studies highlights the immense power that algorithms wield in shaping our digital identities. Whether our data is illicitly harvested or willingly shared, it’s essential to recognize the far-reaching consequences of these actions. Your digital identity is not a static concept but a dynamic creation influenced by the data-driven world we inhabit. Embracing this reality, we can strive for a more conscious and empowered digital existence.

About me: *Hello, my name is Kem-Laurin, and I am one half of the co-founding team of Human Tech Futures. I am currently pursuing a doctoral degree (University of Waterloo). My research inquires into identity construction through contemporary case studies (judicial) that demonstrate how citizens’ data is collected and utilized. Whether data is illicitly harvested or willingly shared, the resultant algorithmic constructions wield immense power over users whose identities are quantified through information. My research objectives are to (1) develop a critical understanding that will then allow me to (2) produce concrete heuristic principles for use in AI powered design systems (as informed by my professional experience in systems design).

Professionally I practice as a Principal HCD Strategist and Design Thinking Coach. Prior, I led large Design and Research teams in HCD at Blackberry Autodesk and also worked at Siemens in German, USA. In my spare time, I build layered gardens with a tropical vibe while my 135 pound GSD looks on. Today I feel blessed to have traveled to over 25 countries before the world transformed to what it is today; I was able to experience a good breadth of human experiences. Periodically, I give back as an active mentor to my students, and many burgeoning critically thinking HCD Researchers who seek to make the world a better place.*