What you can learn about yourself online and who uses it - ForumDaily
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What you can learn about yourself online and who uses it

In the age of devices and high technology, each person produces 500 MB of data per day.

Фото: Depositphotos

Smartphones record our geolocation, communication, shopping, our behavior and even the heartbeat. All of this is collectively called “big data,” explains “Voice of America".

After data leakage scandal Facebookused by the company Cambridge AnalyticaIt became known that with the help of “big data” it is possible to impose not only commercial proposals, but also political views.

It all started when a professor of Polish origin, Mikal Kosinski, created a method for analyzing users of social networks through their accounts and surveys.

Kosinski, being a professor at the University of Cambridge in 2014, used a psychometric model that used five indicators of personality in the analysis: openness, good faith, extroversion, willingness to compromise and nervousness.

Given these five characteristics, you can make a very accurate psychological portrait. The problem was getting data.

Kosinski, in collaboration with the then Cambridge student David Stilwell, developed an application for Facebook MyPersonality, which offered users to pass 25 psychological tests that determine the person.

Six million users took part in the experiment, the results of which, combined with the analysis of “likes” and activities in social networks, can tell more about you than the closest people.

“The most amazing discovery we made was that we were able to predict whether your parents are divorced based on your “likes” on Facebook. “I couldn’t believe that even our parents’ divorce, which could have happened many years ago, was affecting our likes,” Kosinski said.

Our behavior is not accidental. Everything that we read, look, buy, people we add as friends, is data that helps the algorithm to evaluate our personality, taking into account the smallest details.

Kosinski proved that based on 68 “likes” it is possible to determine skin color, sexual orientation, belonging to the Republican or Democratic Party with an accuracy of about 90%. In the same way, you can identify the level of intelligence, religious affiliation, the presence of alcohol or drug addiction.

According to Reno Lambiot, a professor at Oxford University who worked with Kosinski, using “likes”, you can diagnose mental disorders.

“This collected data can be used for good purposes. Some researchers are using big data to create algorithms to determine susceptibility to depressive personality disorder. This helps prevent the development of the disease in the early stages,” Lambiot explained.

Cambridge Analytica uses a similar method to determine political views.

Traces on the social network have become real people with their fears and needs, interests and addresses of residence.

According to Lambiota, the firm could have had a marginal impact on voters, but nevertheless it could change the outcome of the elections.

“The impact of such a personalized campaign is minimal, I don’t think it could change the distribution of votes by 10-15%. But in the case of elections, even 1-2% can change the outcome, especially in the United States, where everything is calculated on a state-by-state basis, and even the slightest influence can have a big effect,” the scientist noted.

According to Alexander Nicks, former executive director Cambridge Analytica, the company had at its disposal 220 million US residents, which allowed it to conduct targeted political campaigns with the greatest efficiency.

Recall the illegal use of 50 data of millions of users Facebook turned into a big scandal for the social network. But the main intrigue is in this story. Appeared "Russian trace". Details about the history of Kogan and his scam ForumDaily wrote in the material "As a scientist from Russia, I stole data from Facebook users for a company that advises Trump. ”.

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