Data is the ‘undisputed currency’ in this new advanced world. The ' privacy paradox’ is merely a shroud for an unfastened control of technology over the idea of a peripheral shift of blame to consumers. However, this semblance could not dupe them in disclaiming the actual problem- the continued decline in data privacy. This problem is becoming more grave and relevant in the coming age of artificial intelligence. Netflix’s thought-provoking documentary, the Social dilemma, has taken the internet by storm. Ironic right? A documentary exploring the dangerous effects of social media and persistent data privacy breaches has motivated people to recommend it to others on the internet. Despite knowing the coetaneous actions behind the digital screen, we continue getting pulled into the convoluted puppet show. The ones who value privacy the most also get intertwined and involved.
Data privacy breach happens so often that we choose to normalize and neglect it. A slice of pizza sometimes can cause you more than some mere calories. The recent data breach of domino’s unveiled the personal data of at least 18 crore people. This has been put on the dark web as a searchable database authorizing hackers to track and trace down customer’s visited locations. Such news flashes on our television screens more frequently since the turn of the millennium. While this information provokes privacy issues, we continue relishing technology. A profile on ‘in fashion’ apps too can cause you more than mere likes. Giving access to our photos could run real-time face recognition to detect facial features. Worrisome right? Yet meticulously reading articles, including mine, won’t prompt you to leave social media entirely.
Ostensibly, we yearn for privacy, yet our actions mirror our desires. Simple actions like fingerprints or face locks may seem the means of unlocking phones, but they are unlocking our personal information to hackers on larger grounds. This risk is majorly reduced by the iPhone, but it does not stop there. Every app downloaded on our devices has full-fledged access to our stored details, authorizing it to be in the palms of every modern user. Yet, our home screens are flooded with a diverse range of apps. So, does this mean we consider our privacy trifle? In reality, using social media does not obliterate our need for privacy. In today’s world, privacy is like a broken gate guarding a prized possession. A recent development in more limpid access to a user’s movement is hyper per- sonalisation. Becoming a vast labyrinth beset with perils, data is becoming easily obtainable. The nexus is when data from two platforms get joined; when Facebook acquired WhatsApp, it gave the company comprehensive access and a better view of analytics across the conglomerated platforms. With an increase in the scope of overview, the degree of risk also rises significantly. This can be attributed to the fact that the world's volume of data is growing exponentially year after year, giving cybercriminals a greater opportunity to expose massive volumes in a single breach.
India, where definite privacy laws are inchoate, fairs quite poorly and tops the list of privacy index of 61, followed by the Middle East and China. This index primarily represents the ease of citizens in trading privacy for more convenience. When considering mobile applications and data ‘leakage’, in particular, recent literature argues that consumer choices are driven by predilection, usability, and price of a given technology. Concomitantly, they are also concerned about the rising privacy invasion but rarely take any virtual action to protect it. Interestingly, the risk-benefit calculation of a consumer results in preferring benefits to risks. Stuck in the dichotomy between privacy attitudes and actual behavior, users are concerned with desired benefits over the outlined risks. Taking the internet by storm, the news of a plausible ban of the thriving social media apps prompted an upheaval during an already apprehensive environment. Fighting social-media apps sans data protection laws, India is stuck in a quagmire. Stonewalling on rigid privacy laws cannot be justified by the government. At most, people make ‘light touch’ responses, with a likelihood of reverting to using apps and devices without any concern. In the coming age of citizen surveillance, more information is progressively available to the public.
As an ingenious stratagem to curb the unceasing virus, an app was devised, Aarogya Setu, which provides information on a potential risk of covid-19 infection to its users. Users of the app are unaware of the security practices being followed. Even though the purpose for which the app developed is noble, paranoia circumambulating the app’s security concerns remain unanswered. There have been many an eyebrow raised that these technological interventions, employed as preventive measures, are spearheading a permanent governmental intrusion into our lives. The most provocative aspect of the app is that data collection, conducted on an ad-hoc basis, is not sanctioned by the law. To add to the misery, as per the terms and conditions of the app, the user agrees and acknowledges that the government of India will not be held liable for any unauthorized access to personal information. Fundamentally, for a citizen to advocate for their right to privacy must challenge the legal validity of terms and conditions or the constitutional validity of the government’s detour. However, for a challenge to succeed, there must be a clear violation of the right otherwise, the case is closed at the first glance. Riding on a vehicle of impending disaster, the government is magnifying its chances of disparaging its management.
Time after time, it has been perspicuous that our digital traces can be valuable to a spectrum of interest groups. Taking examples of this year itself makes it clear how frequently are our concerns for privacy stimulated in the prime of technology. While we cannot stop ourselves from consuming technology, we must follow preventive measures during this looming concertation of a privacy breach. Attracting hackers to finagle data, users are easily brushing off this topic. The 21st century must mark a change in our attitudes towards safety.