Data, Power and Loyalty Cards

The video about my research on loyalty cards is now available with subtitles in English on the WebTV of the University of Geneva.

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In a context where we use information technologies in our everyday life, which produce digitalised information about our activities and our tastes, do we still have control over our privacy? When facing this uncomfortable issue, most people argue that they “have nothing to hide”. They rather focus on what they can get in return for their personal data. Yet, these data they most often seen as trivial can potentially be turned by data mining algorithms to sensitive data that potentially give considerable power to those gathering them. In its PhD, Sami Coll analysed the complex link arising between information and power through the case study of the loyalty cards of the four main major mass retail companies in Switzerland.

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