Introduction
The use of the internet has greatly changed people’s everyday lives. One of the major features of web applications and sites is personalization – services collect data about users and analyze it to create a unique experience for each person. While this aspect of the internet has enabled many people to find what they need easily, it has also raised questions about the safety of using such technology.
Some people argue that private data should not be easily shared across companies, as it can be exploited by businesses and unknown parties and put users at risk. Nonetheless, another argument supports the implementation of data analysis, as it enables a better internet browsing experience and a more tailored approach to online services. This rhetorical analysis examines these arguments in relation to customer data to demonstrate the value of corporate transparency in building strong customer relationships.
Main Claim and Supporting Reasons
The main argument of the chosen article is that companies must be transparent about what data they collect and allow users to either opt out or learn about the benefits of this exchange. In “Customer Data: Designing for Transparency and Trust,” Morey, Forbath, and Schoop (2015) surveyed 900 people to examine their views on data security and the use of various personal information by different businesses.
The authors conclude that customers’ views are flexible and that they appreciate personalized internet experiences when they understand how data is used and its features. When voluntary information is shared, it is viewed as a collaborative process, and customers expect a positive change in businesses. The outcomes of this survey provide the main supporting evidence for the article’s conclusions, as they represent the public’s views.
Philosophical Foundation
While the article does not describe any particular philosophical view, it is apparent that the authors’ values are rooted in privacy, security, and the ethical use of personal data. Morey et al. (2015) believe businesses must have a moral code that protects customers and establishes a trusting relationship with them to stay relevant and profitable. At the same time, the writers argue that a lack of transparency can lead to business losses.
Rhetorical Context
The arguments explored in the primary text are set in the contemporary period. The issues of privacy and data analysis have been at the center of discussion in the field of internet security for the past few years (Glaeser, Kin, & Luca, 2018). Each new step was followed by new legislation and technology to protect user information (Kartit & El Marraki, 2015).
In 2018, the European Union adopted the General Data Protection Regulation (GDPR), which established basic website rules for disclosing data-collection practices (Knowledge at Wharton Staff, 2019). In the United States, similar solutions were also created, such as the California Consumer Privacy Act (CCPA) (Knowledge at Wharton Staff, 2019). The creation of these laws further supports the arguments made in the paper and shows their value.
Nonetheless, the audience is not well informed about data collection, regardless of legal action. The survey by Morey et al. (2015) demonstrates that less than 15% of respondents realize their internet history is not private. Thus, the text assumes that users are unaware of how companies collect and share their information. Therefore, a magazine article providing background on this issue is chosen to strengthen its argumentative position and reach a wider public.
Rhetorical Appeals
The article’s authors primarily rely on logos and pathos, using reasoning and emotion to support their arguments. On the one hand, using the survey and its results is an example of logical argumentation. Morey et al. (2015) present public views in numerical terms, strengthening their claims by revealing the general public’s lack of knowledge about the internet.
On the other hand, the discussion of ethics, trust, and a positive relationship between consumers and businesses is grounded in emotions, such as fear, to illustrate how data can be misused. In particular, the example of Target using customer data to identify potentially pregnant consumers was included to support the point that a company can, in the public’s eyes, overstep personal boundaries.
Exigency
As noted above, the arguments considered in the article remain relevant today due to the ongoing issue of data safety. Although the article was written almost 10 years ago, the topics explored by the authors are still considered in more recent publications, such as those by Glaeser et al. (2018) and Knowledge at Wharton Staff (2019). Furthermore, the internet continues to evolve, integrating new ways to collect data and use it to market products and experiences. The integration of marketplaces into social media platforms is another step towards eliminating the barrier between user privacy and customer experience. The selected primary text preceded the creation of many information security laws.
Conclusion
To conclude, the ever-changing online landscape presents new challenges for users and requires them to understand what data they share and how others use it. Using consumer information for personalization and marketing can create positive experiences for consumers, but it can also compromise their privacy. The arguments in the primary text reveal the urgent problem of non-transparent use of data by businesses and show what the public thinks about it. The article marries a logical analysis of survey results with a discussion of ethical perceptions to build strong arguments for its position. Overall, it is argued that disclosing how information is collected and used creates a better customer-company relationship and prevents conflict.
References
Glaeser, E. L., Kin, H., & Luca, M. (2018). How companies can use the data they collect to further the public good.
Kartit, Z., & El Marraki, M. (2015). Applying encryption algorithm to enhance data security in cloud storage. Engineering Letters, 23(4), 277-282.
Knowledge at Wharton Staff. (2019). Your data is shared and sold… What’s being done about it?
Morey, T., Forbath, T., & Schoop, A. (2015). Customer data: Designing for transparency and trust.