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“Det Är På Gott Och Ont” En Enkätundersökning Om Googles Insamling Av Användardata

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“Det Är På Gott Och Ont” En Enkätundersökning Om Googles Insamling Av Användardata KANDIDATUPPSATS I BIBLIOTEKS- OCH INFORMATIONSVETENSKAP AKADEMIN FÖR BIBLIOTEK, INFORMATION, PEDAGOGIK OCH IT 2020 “Det är på gott och ont” En enkätundersökning om Googles insamling av användardata OLIVIA BÄCK SOFIA HERNQVIST © Författaren/Författarna Mångfaldigande och spridande av innehållet i denna uppsats – helt eller delvis – är förbjudet utan medgivande. Svensk titel: “Det är på gott och ont”: En enkätundersökning om Googles insamling av användardata Engelsk titel: “It’s for better and for worse”: A survey about Google’s collection of user data Författare: Olivia Bäck & Sofia Hernqvist Färdigställt: 2020 Abstract: This study focuses on Google’s user agreements and how students within the field of library and information science at the University of Borås are perceiving and relating to these agreements. User agreements are designed as contracts which makes the user data available for Google, but also for the user to protect his or her personal integrity. A problem recent studies show is that few internet users read these agreements and don’t know enough about what Google collect and do with their user data. In this study the concept of surveillance capitalism is used to describe how Google has become a dominant actor on a new form of market. This market is partly formed by Google’s business model which turns user data into financial gain for the company. It is discussed in recent studies that this form of exploitation of user data is problematic and is intruding on people’s personal integrity. The theoretical framework was constructed from theories that social norms influence human behaviour which makes people sign the agreements without reading them. Technological determinism and affordance are also used to discuss how technology contributes to influence people. Surveys where distributed to examine how the students perceived Google’s user agreements. The results of the study show that the students seems to know a lot about what Google collects and how the user data is used, although they rarely read them since they perceive the agreements as complicated and too long. Nyckelord: Övervakningskapitalism, Google, Användardata, Personlig integritet, Användarvillkor, Sekretesspolicy, Teknologisk determinism Innehållsförteckning 1 INLEDNING ............................................................................................................... 1 1.1 PROBLEMFORMULERING ...................................................................................... 3 1.2 SYFTE OCH FRÅGESTÄLLNINGAR .......................................................................... 4 1.3 AVGRÄNSNINGAR ................................................................................................ 4 2 BAKGRUND ......................................................................................................... 5 2.1 GOOGLE LLC ..................................................................................................... 5 2.1.1 Användarvillkor ............................................................................................. 6 2.1.2 Sekretesspolicy ............................................................................................ 7 3 TIDIGARE FORSKNING ....................................................................................... 9 3.1 ÖVERVAKNINGSKAPITALISM ................................................................................. 9 3.2 GOOGLE OCH DESS AFFÄRSMODELL ................................................................... 11 3.3 ANVÄNDARES FÖRHÅLLNINGSSÄTT TILL ANVÄNDARVILLKOR OCH SEKRETESSPOLICY ............................................................................................ 13 3.4 PERSONLIG INTEGRITET..................................................................................... 14 4 ANALYTISKA RAMVERK .................................................................................. 15 4.1 NORMER .......................................................................................................... 15 4.2 AFFORDANCE ................................................................................................... 17 4.3 SAMMANFATTNING ............................................................................................ 18 5 METOD ............................................................................................................... 18 5.1 ENKÄTER .......................................................................................................... 18 5.2 TILLVÄGAGÅNGSSÄTT ........................................................................................ 19 5.2.1 Konstruktion ............................................................................................... 19 5.2.2 Distribution ................................................................................................. 20 5.2.3 Population och urval ................................................................................... 21 5.3 ANALYSFÖRFARANDE ........................................................................................ 22 5.4 FORSKNINGSETIK .............................................................................................. 23 6 RESULTAT ......................................................................................................... 24 7 ANALYS ............................................................................................................. 32 7.1 BORTFALLSANALYS ........................................................................................... 32 7.2 ANVÄNDARDATA ................................................................................................ 33 7.3 ANVÄNDARVILLKOR OCH SEKRETESSPOLICY ....................................................... 35 8 DISKUSSION ...................................................................................................... 37 9 SLUTSATSER .................................................................................................... 39 9.1 I VILKEN UTSTRÄCKNING HAR STUDENTERNA INSYN I, SAMT KUNSKAP OM VAD GOOGLES ANVÄNDARVILLKOR OCH SEKRETESSPOLICY INNEHÅLLER OCH INNEBÄR? ............................................................................... 39 9.2 VILKA ANVÄNDARDATA ÄR STUDENTERNA VILLIGA, RESPEKTIVE OVILLIGA, ATT DELA FÖR ATT KUNNA ANVÄNDA GOOGLES TJÄNSTER? .................................. 39 9.3 I VILKA SYFTEN ACCEPTERAR STUDENTERNA GOOGLES INSAMLING OCH ANVÄNDNING AV DERAS ANVÄNDARDATA? ........................................................... 40 9.4 KONKLUSION .................................................................................................... 40 9.5 FÖRSLAG TILL FORTSATT FORSKNING ................................................................. 40 10 KÄLLFÖRTECKNING ........................................................................................ 42 11 BILAGA .............................................................................................................. 45 11.1 ENKÄTFRÅGOR ................................................................................................. 45 1 Inledning Majoriteten av Sveriges befolkning äger idag en smarttelefon eller dator med internetuppkoppling och åtkomsten till internet finns nästan i hela landet. Enligt Internetstiftelsen (2019, s. 7) använder 95 % av den svenska befolkningen internet och 91 % använder det dagligen. Internet har funnits sedan 1960-talet och utvecklats mycket sedan dess, framför allt har det kommit att bli en naturlig och självklar del i allmänhetens vardagliga liv. Under början av 2000-talet myntades ett begrepp som definierade internet på ett nytt sätt; Webb 2.0. Utifrån detta begrepp diskuterades det initialt hur internet till större del blivit en social plattform för interaktioner till skillnad från den tidigare ensidiga informationskanalen. Webb 2.0 fick därmed ett större fokus på användarupplevelser vilket möjliggjorde interaktion och deltagande på ett nytt sätt (Olsson, 2017, s. 11). Utifrån webb 2.0 har otaliga möjligheter skapats och utvecklats. Exempelvis har ekonomin utvecklats då ekonomiska transaktioner till stor del blivit globala mellan företag och länder. Liknande möjligheter finns även för privatpersoner som fått möjligheten att exempelvis internetshoppa över hela världen. Den globala förståelsen gällande både kulturer och relationer anses ha utvecklats på grund av att det går att kommunicera i realtid med personer över hela världen som om alla befinner sig i samma rum och det går att skapa relationer som aldrig annars hade haft möjlighet att utvecklas. Även den enskilda personen har fått möjlighet till större makt och inflytande då en person med rätt typ av kunskap kan påverka både personer och företag. Enskilda individer har även fått möjlighet att uttrycka sina åsikter och starta eller stötta så kallade gräsrotsrörelser, demonstrationer eller manifestationer. Dessutom har journalistiken fått nya möjligheter genom att nyheter kan skapas och spridas på sekunder istället för dagar och privatpersoner kan numera benämnas som så kallade prosumenter av nyheter. Begreppet prosument innebär en kombination av begreppen konsumenter och producenter som utvecklats i egenskap av att människor genom de plattformar som utvecklats både kan skapa och ta del av innehåll och nyheter (Curran, Fenton & Freedman, 2016). Internetanvändare sågs tidigare som en publik men idag finns det istället en tvåsidig relation och kommunikation mellan internetanvändare och företag. Användarna är därmed mer än bara passiva mottagare, de är nu mer kapabla
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