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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