Big Data And Online Manipulation Of Users

A Systematic Literature Review In Light Of The Personality Right To Freedom

Abstract

In contemporary times, several studies on new technologies and their impacts on the rights of the individual have emerged. In this context, this article discusses the possible tensions between the personality right to freedom and the behavioral manipulation carried out by social media through big data. The problem that guides the research can be summarized as follows: to what extent are there strategies of behavioral manipulation of users in social media and how does the foreign literature approach the issue? We start from the initial hypothesis that there is a context of online manipulation of behavior that causes tensions to personality rights, such as the personality right to freedom and human autonomy. The general objective of the study is to analyze the notion of online manipulation and investigate which perspectives are formulated in the foreign literature on the subject, from the perspective of personality rights. The text is divided into two sections that correspond to its specific objectives. The first section presents the theoretical foundations that led to the initial hypothesis. The second section analyzes the results of the systematic literature review. The hypothetical-deductive method is used and the research technique of common literature review is employed in the first section, and systematic review of foreign literature in the Web of Science database in the second section.