Critical Essay: Web Analytics, Data, and Privacy - A Real-world Case Study

The purpose of this task is to help you become aware of the broader implications associated with web analytics and data. This assignment links to the following learning outcomes:

• Identify and explain privacy concerns related to the collection and use of web data;
• Analyse and report on the broader social context in which web metrics and data are used;
• Apply high-level critical and creative thinking skills to complex online communication scenarios.

From the Unit Information and Learning Guide:

For this critical essay you will need to select one of the following terms as your focus: “privacy”,. You will need to define and explain this term by making reference to a real-world case study, and discuss how it contributes to a broader understanding of the role web metrics and/or web data play in our everyday lives.

Your task is to research and construct a 2500 word critical analysis of your chosen focus and case study by drawing on the concepts and theories we have covered in the unit. Use the following statement to help construct your essay:

The digitisation and datafication of our everyday lives has been accompanied by a number of challenges. This essay will discuss the challenge of [choose one from: privacy ] by critically analysing the case of [name your case study].

Your critical essay should define your key terms, and present and develop a thesis (or clearly established argument) in relation to your chosen focus and case study.

Some examples of case studies are:

• Privacy

o Facebook’s Cambridge Analytica scandal

o 23andMe DNA testing

A good essay will be well structured with a clear introduction, body, and conclusion. This may require multiple drafts, so plan and start early. “Stream of consciousness” pieces (where you attempt to write your essay from start to finish in one sitting) should be avoided. These tend to be weak in structure and frequently wander off topic.

This is a formal essay, so pay close attention to your use of language, spelling, and grammar. While the use of personal pronouns is not expressly forbidden, they should be avoided as far as possible.