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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