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All Journal COMMENTATE: Journal of Communication Management
Suada, Faiza Humaira
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Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Great Hack as a Form of Resistance Against the Use of Personal Data for Business Interests Suada, Faiza Humaira; Maryani, Eni; Mahameruaji, Jimi Narotama
COMMENTATE: Journal of Communication Management Vol. 4 No. 2 (2023): COMMENTATE: Journal of Communication Management
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/103004220232

Abstract

This research is based on the documentary film “The Great Hack” which provides a detailed account of how Facebook and Cambridge Analytica harvested and utilized personal data for political agendas. The Great Hack aims to uncover the Cambridge Analytica case concerning the unethical use of personal data without user consent for business purposes. The research employs a case study methodology, incorporating interviews, observations, and a literature review. The findings reveal that The Great Hack depicts the unethical use of personal data, with Cambridge Analytica proven to have utilized Facebook users’ data without their consent. This data was employed to create psychographic models that predict an individual’s social and political behavior. Consequently, it can be concluded that there was an unethical use of personal data by Cambridge Analytica for business interests.
Co-Authors Jimi Narotama Mahameruaji Maryani, Eni