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    White-hat Hacking (Ethical Hacking)  BIG DATA AND TARGETED MARKETING: A DIGITAL REVOLUTION
     White-hat hackers are ethical hackers who are hired by organisations to test
     the security of their systems and identify weaknesses to improve security and   In the digital world, every online action, such as visiting a
     help prevent cyberattacks. For example, a hacker may be hired by a company   website,  watching  a video,  liking  a post  or making  a
     to find bugs in its software before they can be exploited by criminals.  purchase, leaves a digital trace. When billions of these
                     traces are collected, they form Big data, which refers to
     Grey-hat Hacking  the massive volume of information from online and offline
                     sources  like social  media,  e-commerce,  GPS and
     Grey-hat  hackers  break  into  systems  without  permission,  but  without   browsing history. Targeted marketing uses these insights
     harmful intentions. They often reveal security flaws to owners even though   to deliver personalised advertisements and messages to
     they don’t have permission to hack the site. For example, a hacker finds a   individuals  or specific  groups  based  on their  interests,
     flaw in a website and tells the owner about it, but doesn’t have permission to   behaviour and demographics.
     hack the site.  Big data and targeted marketing play a central role in digital                     QR QUEST

     Ask             citizenship,  shaping how people  interact,  participate  online                Visit the given link:
     AGENT           and make informed decisions.                                               to learn how Facial
     OrangeAI
     Can someone hack a Wi-Fi network and how do experts protect it?  This relationship creates both challenges and responsibilities   Recognition works:
                     for digital citizens:                                                    https://www.youtube.com/
     Study                                                                                watch?v=9H72QbYqxXU&list=PLE_8bc-
                         Privacy: Big  data  collection  raises  concerns about             MtSWxEnrVSCtjYOtsoTYHJCOyos
                        privacy and data security. A good digital citizen is aware       Answer the given questions:
     RAPID RECALL  Tick ( ) if you know this.  of the  data  they  share and actively  manages  their     1.  List the four steps for facial

                        privacy settings.                                                  recognition.
     1.  Digital citizenship is the responsible and ethical use of technology and online platforms.
                         Critical thinking: Targeted marketing can limit exposure        2.  List the types of facial
     2.  Grey-hat hackers break into systems without permission, but not with harmful   to  diverse  viewpoints.  Digital  citizenship  requires  critical   recognition.
     intentions.
                        thinking to evaluate ads and information.

                         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.
     FACIAL RECOGNITION TECHNOLOGY

     Facial recognition technology uses cameras and Artificial
     Intelligence  (AI) to  recognise  and  identify  people  by   UNDERSTANDING MACHINE LEARNING ALGORITHMS
     analysing their facial features - like the shape of their eyes,   Machine  learning algorithms  are a core component  of the
     nose  and  mouth.  It  can  quickly  match  faces  with  photos   digital  world and their  use  has significant  implications  for
     stored in databases.  digital citizenship. Understanding these algorithms is crucial for

     Facial recognition technology is a powerful tool that, when used   navigating online spaces responsibly and ethically.
     ethically, can improve lives by helping to find missing people or
     unlocking devices safely. However, it must be used responsibly to protect privacy and data security.  HOW MACHINE LEARNING RELATES TO DIGITAL CITIZENSHIP?
                     Machine learning algorithms are used to analyse vast amounts
                     of data  and make  predictions  or decisions  without  being
                     explicitly  programmed  for every  task.  They  power many  of
     72% of hotel operators are expected to deploy facial recognition by 2025 to identify and interact     the services we use daily, including social media feeds, search
     with guests.    engines and targeted advertisements.

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                                                                                         AI, Ethics and Online Awareness

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