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      Structural Ageism in Big Data Approaches

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      Nordicom Review
      Walter de Gruyter GmbH

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          Abstract

          Digital systems can track every activity. Their logs are the fundamental raw material of intelligent systems in big data approaches. However, big data approaches mainly use predictions and correlations that often fail in the prediction of minorities or invisibilize collectives, causing discriminatory decisions. While this discrimination has been documented regarding, sex, race and sexual orientation, age has received less attention. A critical review of the academic literature confirms that structural ageism also shapes big data approaches. The article identifies some instances in which ageism is in operation either implicitly or explicitly. Concretely, biased samples and biased tools tend to exclude the habits, interests and values of older people from algorithms and studies, which contributes to reinforcing structural ageism.

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          Most cited references55

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          CRITICAL QUESTIONS FOR BIG DATA

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            Implicit social cognition: Attitudes, self-esteem, and stereotypes.

            Social behavior is ordinarily treated as being under conscious (if not always thoughtful) control. However, considerable evidence now supports the view that social behavior often operates in an implicit or unconscious fashion. The identifying feature of implicit cognition is that past experience influences judgment in a fashion not introspectively known by the actor. The present conclusion--that attitudes, self-esteem, and stereotypes have important implicit modes of operation--extends both the construct validity and predictive usefulness of these major theoretical constructs of social psychology. Methodologically, this review calls for increased use of indirect measures--which are imperative in studies of implicit cognition. The theorized ordinariness of implicit stereotyping is consistent with recent findings of discrimination by people who explicitly disavow prejudice. The finding that implicit cognitive effects are often reduced by focusing judges' attention on their judgment task provides a basis for evaluating applications (such as affirmative action) aimed at reducing such unintended discrimination.
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              Private traits and attributes are predictable from digital records of human behavior.

              We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests. The proposed model uses dimensionality reduction for preprocessing the Likes data, which are then entered into logistic/linear regression to predict individual psychodemographic profiles from Likes. The model correctly discriminates between homosexual and heterosexual men in 88% of cases, African Americans and Caucasian Americans in 95% of cases, and between Democrat and Republican in 85% of cases. For the personality trait "Openness," prediction accuracy is close to the test-retest accuracy of a standard personality test. We give examples of associations between attributes and Likes and discuss implications for online personalization and privacy.
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                Author and article information

                Journal
                Nordicom Review
                Walter de Gruyter GmbH
                2001-5119
                June 01 2019
                June 28 2019
                June 01 2019
                June 01 2019
                June 28 2019
                June 01 2019
                : 40
                : s1
                : 51-64
                Affiliations
                [1 ]Internet Interdisciplinary Institute (IN3) , Universitat Oberta de Catalunya , Spain
                Article
                10.2478/nor-2019-0013
                e9377296-a0e5-42f1-b477-af7298cb72f8
                © 2019

                http://creativecommons.org/licenses/by-nc-nd/4.0

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