Definition and description:

• Velasquez defines web mining as the methods used to extract information and knowledge from web data
• This information can include personally identifiable information that has been left behind by members of the public who have visited the websites

Velasquez (2013)

 

For Data Mining:

Cha and Stow (2014): 

• Enables organisations to assess public perception and interests, be it in general or in relation to a particular event or topic
• Broadens the information available
• Can act as a complementary addition to the more traditional methods of data collection

 

Against Data Mining:

McKee (2011):

• McKee takes a more negative stance on the topic, seeing it as an enabling factor for firms to create personal profiles on use using our internet usage and exploiting it to target advertisements and products towards us

 

Ethical Theories and Web Data Mining

• Consequentialism – the view that the ends justify the means, with actions being ‘right’ because the bring about the ‘right consequence’ (Macdonald and Beck- Dudley, 1994)

-         This teleological theory is particularly relevant to the governments actions

-         For example, a government body could argue that the violation of the general publics privacy is justified by the fact that the actions have a proven track record in preventing terrorist attacks (abc News, 2013)

-         However the business could also take this approach, arguing that the practices implemented not only benefit the business through greater sales, but also the consumer in providing them with a more personalised experience

 

• Utilitarianism – the greatest good for the greatest number (Audi, 2007)

-         Again both businesses and the government may argue that in carrying out their practices, they are creating the greatest good for the greatest number of people

-         However, is it really for the greatest number of people when almost every web user is a victim to privacy breaches or other issues?

 

• Deontology – achieving equality and maintaining the dignity of those involved through rights and norms (Van Staveren, 2007)

-         Regardless of the situation or who is carrying out the data mining, there is a view that we as consumers have certain rights and organisations have duties to uphold to meet these rights

-         For example, we as consumers have the right to privacy, while organisations and governments have a duty to respect this privacy and protect the data they store on us

 

• There are also a number of internet articles containing information and examples which will be employed throughout