This week's discussion regarding the "Social Dilemma" highlighted a number of intriguing -- yet at times, concerning -- trends and issues related to digital marketing. One of those in particular that keep surfacing in my mind was the use and power of big data. As this class has taught us, a skilled marketer can use such information to influence the actions and beliefs of very specific audiences. That power can (and has been) be used for nefarious purposes and has the potential to create further social inequalities.
Its not a new debate by any stretch; we live in the Information Age. But I think that there is a growing divide between the have's and the have-not's. In other words, the people, groups, and interests that are able to harness the power of data and use it to influence outcomes in their favor are gaining ground on those that cannot.
We have seen instances like that of Cambridge Analytica weaponize big data in their digital marketing war against Democrats to influence the outcome of the 2016 U.S. election. This is problematic in of itself, however even further, the people, groups and interests that are lower end of the data literacy spectrum are disproportionately people of color.
If we don't take steps to empower certain people with the skills, knowledge and access to the world of big data, it has the potential to emerge as its own form of inequality. With all that said, I am still optimistic about where society is heading and the potential for big data to level the playing field against inequality. Its incumbent on leaders such as us in this class to lead business and society in the right direction - which is a responsibility I take seriously.
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