Exploring the Value of Media Users’ Personal Information (PI) Disclosure to Media Companies in Flanders, Belgium
Exploring the Value of Media Users’ Personal Information (PI) Disclosure to Media Companies in Flanders, Belgium
Author(s): Natasja van Buggenhout, Wendy van den Broeck, Pieter BallonSubject(s): Social Sciences, Communication studies
Published by: Univerzita Karlova v Praze, Fakulta sociálních věd
Keywords: media and communication studies; media user and producer relationship; e-Delphi; personal data collection; data protection; privacy; personalisation; personal data commodification;value proposition
Summary/Abstract: This article explores the value of media users’ personal information (PI) disclosure to media companies, from the perspective of media organizations in Flanders, Belgium. The centralresearch questions are: 1) How do media organizations define the value of personalisedproducts/services for media users? 2) How is value operationalized, communicated, anddelivered to media users? 3) To what extent is the ‘value proposition’ (Osterwalder et al,2014) linked to PI-collection/processing?Applying the e-Delphi method, we surveyed twenty Flemish media professionals, advertisers and marketers. From the media companies’ perspective, personalisation primarilyoffers functional value to media users. Offering ease of use is more important than time-efficiency or exclusivity. Personalisation ‘benefits’ are predominantly improved service qualityand user experience. 19 of 20 respondents collect PI for developing a personalised offering.Most respondents collect more PI than necessary for personalisation and the connectionbetween PI-collection/processing is often unclear.
Journal: Mediální studia
- Issue Year: 14/2020
- Issue No: 01
- Page Range: 75-103
- Page Count: 29
- Language: English
