Visualisation and Other Methods of Expression (VOME)

Lead Research Organisation: University of Salford
Department Name: Informatics Research Institute

Abstract

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Description The purpose of the VOME (Visualisation and Other Methods of Expression) project is to explore how people engage with privacy and consent in on-line interactions. The qualitative research of the Salford team aimed to capture expressions of concern, or lack of concern, about on-line privacy across a wide range of contexts, amongst a diverse range of people and to understand the types of things people do to protect their privacy on-line. The Salford team were also responsible for validating and refining this research in the context of two main initiatives (launch of the Safeguarding Children website and consultation and implementation of on-line registration for Children's Centre users) undertaken by our local authority partner, Sunderland City Council. The outputs of this qualitative research contributed to the design and validation of research interventions developed by project partners, Cranfield University and Royal Holloway University of London, including a game, dramatic performance and software prototype. The Salford team also contributed to the evaluation of these research interventions. The main research methods used were interviews, focus groups, diaries (privacy diaries), diary interviews and observation. Focus groups were run with community groups. The privacy diary and diary-interview research activity was undertaken with an undergraduate student population. Community reporters and young people (16-19) were also researched. Participants involved in on-line registration in Children's Centres and the Safeguarding website were researched using interviews and non-participant observation, to understand on-line privacy attitudes and behaviours within a particular context. The former case study illuminated the complexities involved in the transition from an embedded paper based to an on-line process of registration Principal Research findings: Overwhelmingly, we found concern about on-line privacy to be contextual and situated, in other words dependent on what people were doing (e.g. posting pictures on a social networking site, buying a jacket from a retailer's on-line site, booking a session in a community or sports centre on a local authority website) and where they were doing it (e.g. at home, in a public library or community centre or using a mobile device on the move). Most people are 'privacy pragmatists' (Westin, 1992), adjusting their release of personal data according to the activity in hand. The end goal, and the benefits associated with reaching it, often guided behaviours. The greater the perceived gains and benefits at the end of either a social or financial on-line transaction the greater is the potential risk the participants were willing to take. There was a positive correlation between well known 'brands' and level of trust. Many research participants regarded themselves as knowledgeable but other groups as vulnerable e.g. older people regard young people as vulnerable, older teenagers regard their younger siblings as vulnerable. Young people consider themselves to be techno-savvy internet users, confident in their own ability to manage privacy, having developed a sophisticated set of protocols, where personal responsibility is emphasized. They understand identity theft in social rather than financial terms. Gender differences are most apparent in this age group as young women report levels of on-line harassment by young men.
Exploitation Route Potential use in non-academic contexts include application in: commercial development of information systems, policy and legislation, community groups, social services and education. This research can be put to use in the following areas: design and implementation of on-line systems of many types including those implemented on mobile devices, in relation to understanding privacy concerns of a range of people from varying demographics; the development of policy and legislation to protect privacy; education to educate young people and older age groups about privacy on-line; local authorities who wish to understand the needs and concerns of citizens using on-line services.
Sectors Communities and Social Services/Policy,Digital/Communication/Information Technologies (including Software),Education,Government, Democracy and Justice
URL http://www.vome.org.uk