The objectives of
digital tracking are to identify users so marketers and content providers can
know who users are, what their interests are, and how they relate to goods/services
and content being promoted or provided. Although it is becoming easier to
determine what individuals use digital devices, the ability to establish their
identities still remains challenging because people have multiple, not just single, identities.
Identity has
traditionally been defined by the individual’s relationship to institutions
(families, tribes, nations, nation-states, and religions). Even within this conceptualization, individuals had multiple identities: mother, member, citizen, believer. Modernity and the development of
global communications and social networks, however, have expanded our
conceptualization of identity and give us even more identities, some of which
loosen identity bonds previously held and some of which compete with each
other.
The notion of identity
is related to the concepts of distinctness and sameness. Identity is established when individuals
perceive themselves as distinct from others and sharing sameness with others.
In the past this led to identity being manifest as statements such as “I am
German”, “I am Italian-American” or “I am a Buddhist”. The institutions
representing these types of identities traditionally sought to promote them
through social practices and policies designed to heighten identity, interaction
with those sharing relatedness, and cognitive separation from others. Factors
such as proximity, language, and daily social practices helped solidify these
identities.
Although other identities have long existed, changes in
communications have made make it much easier to assert, develop, and maintain political and cultural
identities and communities based on affiliations with groups with unique characteristics
that are smaller or involve more focused institutions. “I am
Catalonian,” “I am Gay,” “I am a Social Democrat,” or “I am vegan” are reflections
of these types of political and cultural identities. Professional identities such
as “I am a scholar”, “I am a police officer”, or “I am a physician,” and shared
activity identities such as “I am a sailor”, “I am a gamer”, or “I am a guitar
player” all have identity and community elements that are meaningful in the lives
of individuals. Websites, social media, and specialized communications now focus on solidifying these identities and communities.
Increasing global telephony,
Internet, and social media capabilities have amplified business and social
transactions worldwide, as has facile travel for business and personal
purposes. This has facilitated frequent interaction with persons at great
distances and made those interactions as easy as those with individuals in closer proximity. This is creating new and greater senses of community
and identity among persons who do not have regular physical connections.
Individuals thus embody
many coexisting identities, but some can conflict and force individual choices between their
importance and dismissal of their contradictions. Such contradictions are seen in identities
such as Gay Republicans, off-road vehicle users who value nature, and foodies
who don’t care how their ingredients are produced.
Making sense of identity
data gathered through online and mobile tracking thus requires a degree of
sophistication not yet present in data collection or available to those making
decisions with that data. To get beyond gross
categorization such as individuals interested in air travel, people with
children, music lovers, or those seeking information about Indonesia will require finding
ways to better capture and understand multiple identities and the ability to determine which are
most salient to each individuals’ lives and behaviors. Overcoming that complexity still
remains elusive, but will need to be found if digital data is to be used more
effectively. Doing so, however, will raise even more questions about personal
privacy and what information people want public about themselves and their
identities.
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