ITC506 | Technology Ethics | Analysis of Targeting of Broken Heart

Introduction

A blog named “People Insights” of Facebook published a post in 2017, named “What Mends a Broken Heart on Facebook”. Here, researchers of the company have made detailed insights that have collected through investigating various issues. This includes how the moments of a break-up have been influencing behaviours on people. This has been done n United Kingdom, Arab Emirates, Poland, Netherlands and France.  They stated that they have presently been undergoing a break-up.

In this study, the “Targeting of Broken Heart” is analysed from utilitarianism and deontology personalised. Apart from this contract and virtue theories are also examined in this study.

Utilitarianism Theory

A utilitarianism theory has been certain here. However, there is a conflict with the approach. The act utilitarian has been measured outcomes as per different perceived goods that have been done. Rule utilitarian in the current case can contradict activities of data collection through applying queries (Kosinski et al., 2015). This has been regarding how much every people have done ongoing activities of Facebook as they undertake the similar approach as a rule. Further, Facebook has suddenly subjected to similar data mining. This has been to fight against various goods in which the practices are done. As though by rule utilitarian, prior any act, regarding outcomes of people following that rule (Jennings, 2014). As the results are seen to be positive, it can be thought that it has been good to follow that rule in general. This is applicable for the future. However, act utilitarian has never generalised the act. However, it has been regarded as the single action with just one outcome. In the current case of the blog post, probable results are to be identified every time it is measured. Hence, in the present scenario rule utilitarianism has been regarded to be more practical. This can counter the anti-utilitarian logic, that has stated how to measure how every possible result has been a way to spend the time (Bender et al., 2017).

Deontology Theory

Deontology refers to ethical codes that are concerned that has been according to various regulations and rules. This theory has stated that more making anything right, individuals must be performing duties. Moreover, this has not the proper action. However, the intention has been to seek the highest value (Martin, Conlon & Bowe, 2017).

Further, the theory has also stated that for anything to do right. In the current case, Facebook has been holding a high significance as it has not been only the social network. Here, ordinary people have been communicating. However, it has also transformed into BOSN or Business Orientated Social Network.  This can be done with different applications such as Glassdoor. However, this has been on social platforms on Facebook (Maich, Levine & Hall, 2016). This has been not a social platform over Facebook regarding professionals where they have been sharing different social platforms on Facebook. This has been a professional where they have been sharing experiences and skills. As per a recent study, Facebook has comprised of 400 million users who have been active (Crane & Matten, 2016). Lastly, it must be reminded where authenticity has been for every user and proper information. This is required to provide contents from information and age that has been confidential. This cannot be displayed in the absence of personal consent of users.

Virtue Theory

The virtue ethics has been providing a self-centered idea towards ethics. This us because the flourishing of human beings is seen as the end and never sufficiently considering the extent to which the actions have been affecting people (Evans & Zeljka, 2015). Moreover, virtue ethics has been providing guiding principles regarding how one must act, and there are no clear-cut principles regarding governing operations instead of working as a virtuous person have been moving in a specific situation. The ability to cultivate proper virtues has been impacted through various factors. These have been beyond the control of people. As moral characters have been reliant on luck, the roles have never left proper blame and praise from people. As per implications of those conflicting moral messages are concerned, there have queried whether social media has undermined or hinders the character of young people with moral development (Gubrium & Harper, 2016). Present studies have shown that the effects of social media over young people have been strong and genuine and massive concern for the parents. At the initial stage of the argument, there have been various elements of virtue ethics. This has made uniquely suitable for the domain of ethics of IT. Staying complementary to multiple normative approaches, the potential must be noted for reconciling various vital conflicts that are methodological. Moreover, there are debates in favourite kinds of literature. This includes tensions between valuable and phenomenological perspectives. The virtue perspective has been based on aspects that are required for correcting strong bias of utilitarian bias. This is done to research methods for current empirical studies. This is done on the ethical and social effects of IT (Cavoukian et al., 2017).

To reflect on the importance of social media, various commentators have been naturally drawing on kinds of frameworks and languages that are afforded by the process of virtue ethics. These commentators have been identifying encouragement of social media where particular sorts of communicates have been there. This has been forming and structuring people in various disquieting processes (Vitell, 2015). Here, multiple people have observed to be on social media. This has led them, and the acquaintances have been turning to be unkind, ungracious, distracted anxious and short-tempered.

Contract Theory

The contract theory is the research on how organisations and people have developed legal agreements. These are done in cases with specific conditions, asymmetry of information and various unknown facts. Privacy related problems, identity theft and online stalking have turned in an essential cause of impeding users. This is done by continually utilising accounts on Facebook. For understanding privacy risk better, with various risks of privacies, some factors have come to play. This happens regarding impacting intention if users for continuing usage of social networking sites. This is helpful to create a new model for the continuance of Facebook usage. Besides, as the art of penetration rises for Facebook, retaining present users, despite any attraction of newer ones has been seen to be an essential agenda for posting on Facebook. Prior studies over continuance over Facebook has been comprehensively examining the above factors. Apart from this, they have been merely focusing on smaller markets of Facebook. Here, for instance, various studies have been falling sort of smaller Facebook snowball and population sampling method (Chell et al., 2016). Moreover, to make sense of the intention of continuance, ICT or Technology Continuance Theory has been proposing satisfactions and attitudes. These are the precursors of the purpose of users for constant use of ICT. In the present case, it is also found the user satisfaction and position has been serving as the result of predicted variables. In this way, the mediating role of achievement and attitude of users has seen to be providing in-depth information regarding practical and theoretical implications (Bagdasarov et al., 2017).

Conclusion

The above study shows that dealing with moral problems have been highly perplexing. The high research shows how to think through ethical issues and questions to be asked and factors to be considered. Here, the initial step is to examine the moral problems that have been obvious and not been easy. Few ethical issues have been creating various controversies. This is only due to the negligence to check different facts. Next, the first step has been noticeable and among the most frequently and importantly overlooked. However, these facts have not been sufficient. The events only revealed that what has been and not explaining what has intended to be. Besides, to get facts, solve ethical problems also needs to appeal values, the above study analyses face distinct approaches. This for valuing the settlement with different moral issues. However, the above methods have not been providing automatic solutions towards moral issues. This has not been meant to and helping to determine the relevant ethical considerations. In the end, the moral issues should be deliberated, through keeping particular focus over facts and ethical considerations that are involved. The study helps in querying whether this has been ethical for Facebook to help their clients to target their ads from researches. Next, it must be determined what Facebook has been doing what other organisations have been doing. Ultimately, the actions of Facebook has been seen from ethnical viewpoints, of a common good, rights, justice and other ideas.

References

Bagdasarov, Z., Martin, A., Chauhan, R., & Connelly, S. (2017). Aristotle, Kant, and… Facebook? A Look at the Implications of Social Media on Ethics. Ethics & Behavior, 27(7), 547-561.

Bender, J. L., Cyr, A. B., Arbuckle, L., & Ferris, L. E. (2017). Ethics and privacy implications of using the internet and social media to recruit participants for health research: A privacy-by-design framework for online recruitment. Journal of medical Internet research, 19(4).

Cavoukian, A., Nebeker, C., Devon, K., & Morrison, M. (2017). Ethics and Privacy Implications of Using the Internet and Social Media to Recruit Participants for Health Research: A PrivacybyDesign Framework for Online Recruitment. J Med Internet Res, 4, e104.

Chell, E., Spence, L. J., Perrini, F., & Harris, J. D. (2016). Social entrepreneurship and business ethics: Does social equal ethical?. Journal of business ethics, 133(4), 619-625.

Crane, A., & Matten, D. (2016). Business ethics: Managing corporate citizenship and sustainability in the age of globalization. Oxford University Press.

Evans, M., & Zeljka, D. (2015). How is trust defined in Internet governance organisations?:(applied ethics in not-for-profit Internet organisations, managing critical Internet resources: a case study on trust) (Master's thesis, University of Malta).

Gubrium, A., & Harper, K. (2016). Participatory visual and digital methods. Routledge.

Jennings, M. M. (2014). Business ethics: Case studies and selected readings. Cengage Learning.

Kosinski, M., Matz, S. C., Gosling, S. D., Popov, V., & Stillwell, D. (2015). Facebook as a research tool for the social sciences: Opportunities, challenges, ethical considerations, and practical guidelines. American Psychologist, 70(6), 543.

Maich, K., Levine, D., & Hall, C. (2016). Adolescence to Adulthood Case Studies Constructed Around Research and Ethics. In Applied Behavior Analysis (pp. 343-371). Springer, Cham.

Martin, D. A., Conlon, E., & Bowe, B. (2017, September). A Constructivist Approach to the use of Case Studies in teaching Engineering Ethics. In International Conference on Interactive Collaborative Learning (pp. 193-201). Springer, Cham.

Vitell, S. J. (2015). A case for consumer social responsibility (CnSR): Including a selected review of consumer ethics/social responsibility research. Journal of Business Ethics, 130(4), 767-774.