Citation

Defined and Delivered: Social Networks, Homophily Theory, and the Risks of Online Targeted Advertising

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

The debate surrounding targeted advertising has thus far failed to fully consider the implications of such techniques on our social world. This paper uses social network theory, and specifically homophily theory, to explore the potential consequences of targeted advertising, and sheds light on how behavioral targeting efforts impact social networks. This paper argues, firstly, that behavioral targeting greatly decreases the agency of the individual in consumption choices, and secondly, that this has the potential to increase homophily in society along lines of consumer and peer groups, with these lines being defined by advertisers and corporations.

Most Common Document Word Stems:

advertis (93), group (92), target (84), social (80), consum (71), defin (56), behavior (42), ad (38), p (36), network (34), deliv (32), product (31), use (30), increas (29), within (28), homophili (27), like (26), societi (25), one (25), individu (24), differ (24),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p402126_index.html
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MLA Citation:

Kogen, Lauren. "Defined and Delivered: Social Networks, Homophily Theory, and the Risks of Online Targeted Advertising" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p402126_index.html>

APA Citation:

Kogen, L. , 2010-06-22 "Defined and Delivered: Social Networks, Homophily Theory, and the Risks of Online Targeted Advertising" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p402126_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The debate surrounding targeted advertising has thus far failed to fully consider the implications of such techniques on our social world. This paper uses social network theory, and specifically homophily theory, to explore the potential consequences of targeted advertising, and sheds light on how behavioral targeting efforts impact social networks. This paper argues, firstly, that behavioral targeting greatly decreases the agency of the individual in consumption choices, and secondly, that this has the potential to increase homophily in society along lines of consumer and peer groups, with these lines being defined by advertisers and corporations.


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Consumer Culture, Subcultures, and Social Change: An Examination of Cultural Production


 
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