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    This is where the connection to digital citizenship becomes clear:
     BIG DATA AND TARGETED MARKETING: A DIGITAL REVOLUTION

                                                          Content Curation and Filter Bubbles
     In the digital world, every online action, such as visiting a   Algorithms often show more of what you already like, which can limit new
     website,  watching  a video,  liking  a post  or making  a   ideas. Good digital citizens explore different viewpoints.
     purchase, leaves a digital trace. When billions of these
     traces are collected, they form Big data, which refers to
     the massive volume of information from online and offline   Privacy and Data Usage
     sources  like social  media,  e-commerce,  GPS and   Machine learning collects and uses personal data. It is important to know
     browsing history. Targeted marketing uses these insights   what is collected and how it’s used.
     to deliver personalised advertisements and messages to
     individuals  or specific  groups  based  on their  interests,   Discrimination and Bias
     behaviour and demographics.           If data contains bias, the system’s results can also be biased. Digital
     Big data and targeted marketing play a central role in digital   QR QUEST  citizens should demand fairness and transparency.
     citizenship,  shaping how people  interact,  participate  online   Visit the given link:
     and make informed decisions.   to learn how Facial
     Recognition works:                                    Misinformation and Disinformation
     This relationship creates both challenges and responsibilities   https://www.youtube.com/  Machine learning can spread fake content, such as deepfakes. Always
     for digital citizens:  watch?v=9H72QbYqxXU&list=PLE_8bc-  check sources before believing or sharing information.

       Privacy: Big  data  collection  raises  concerns about     MtSWxEnrVSCtjYOtsoTYHJCOyos
     privacy and data security. A good digital citizen is aware     Answer the given questions:
     of the  data  they  share and actively  manages  their     1.  List the four steps for facial   RAPID RECALL  Tick ( ) if you know this.
     privacy settings.  recognition.  1.  Facial recognition technology uses cameras and AI to identify people by analysing
       Critical thinking: Targeted marketing can limit exposure   2.  List the types of facial   their facial features.
     to  diverse  viewpoints.  Digital  citizenship  requires  critical   recognition.  2.  Using big data for marketing or politics requires ethical practices and compliance
     thinking to evaluate ads and information.
                             with digital laws.
       Ethical  use:  Using big  data  for  marketing  or politics
     requires ethical practices and compliance to digital laws. Responsible digital citizens support
     ethical data use and understand their privacy rights.
                            SPOTTING FAKE NEWS IN THE DIGITAL ERA

     UNDERSTANDING MACHINE LEARNING ALGORITHMS  It’s a digital world and learning to  spot  fake  news is  like

                     learning to  look  both  ways  before  crossing  the  street.  It’s
     Machine  learning algorithms  are a core component  of the
     digital  world and their  use  has significant  implications  for   an essential skill for  being  a good  digital  citizen.  A digital
     digital citizenship. Understanding these algorithms is crucial for   citizen is someone who uses the Internet in a smart, safe and
     navigating online spaces responsibly and ethically.  positive way.

     HOW MACHINE LEARNING RELATES TO DIGITAL CITIZENSHIP?  WHAT IS FAKE NEWS?
     Machine learning algorithms are used to analyse vast amounts   Fake  news is  a  catchy  term  for information  that’s  false.
     of data  and make  predictions  or decisions  without  being   There are two main types:
     explicitly  programmed  for every  task.  They  power many  of     Misinformation:  This is  when someone  shares  false  information  without  knowing  it’s
     the services we use daily, including social media feeds, search   wrong. For example, they might see a funny meme and share it, not knowing that the story
     engines and targeted advertisements.
                        behind it was made up.

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                                                                                         AI, Ethics and Online Awareness

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