CSUN On Point

Passwords, code combinations, and security questions – there are multiple ways in which we try to protect our information online and on our devices today. Yet the reality is that there aren’t any constitutional laws that protect our online privacy.

In this digital age we perform numerous actions on the Internet everyday that require us to share our personal information. It has become such a habit for us to do so that many of us no longer think twice of who this data can be accessed by, and for how long it will be accessible.

“In reality what we’re doing is that we’re all surrendering information, we’re not sharing it,” said CSUN Marketing Professor Kristen Walker. “All we have is faith in our interactions and exchange of information, in particular on our mobile devices.”

The question of who has the right to the information we surrender gained attention this spring as tech company Apple and the FBI got involved in an encryption case. In the aftermath of the fatal terrorist attack in San Bernardino in December 2015, the FBI wanted the iPhone belonging to one of the suspects unlocked. Apple refused to help the FBI in their encryption request, saying it would endanger both personal privacy and national security.

“This is really just two villains facing off each other,” said CSUN Communication Studies Professor Gina Giotta. “Nobody wins, because our rights are being trampled in both cases: on the one hand in the corporate sector, on the other hand in the government sector.”

The Fourth Amendment to the US Constitution protects us from unreasonable searches and seizures by our government, and is seen by many legal scholars as also central to all forms of surveillance and privacy. In today’s era of technology, the Fourth Amendment has also been interpreted by some as a broad protection of our privacy on digital platforms as well.

“Our technology is advancing in an unprecedented pace, and our legal system is not keeping up,” said Guardian reporter Nellie Bowles. “You have these two really separate cultures, moving in two different paces, and we’re starting to see a lot of situations where that is becoming a major problem.”

This tech privacy zeitgeist may be more noticeable for some than for others. Older generations were used to having only their name and contact information in the white pages accessible to others. The amount of personal information that we’re forced to surrender today can be difficult for these generations to accept.

“Technology might be going too fast, according to our mentality,” said Pierce College Computer Science Professor Luis Celada. “If you ask a person born in the last 15 years, there’s no such thing as being careful with their privacy, because they have always been exposed to it. Prior generations see that difference.”

Giotta said the so-called Millennials should be careful with how and what they share about themselves online. This care should also go for popular social networks, where information usually is shared only with users known and trusted.

“To suggest that the mutual or peers surveillance that we do on social networks isn’t a big deal is kind of dangerous,” Giotta said. “When we feel the constant gaze of our friends, co-workers, and parents upon us, we’re much less likely to be concerned when one of those gazes becomes that of the government.”

Moderator: Sofia Levin

Anchor: Mariah Robinson

Producer: Harry Bennett III

Social Media Editors: Harry Bennett III and Mariah Robinson

Reporters: Ajo Adelaja, Harry Bennett III, Jarvis Haren, Valerie Hernandez, Haley Kramer, Sofia Levin and Mariah Robinson

In today’s digital age, businesses are using social media more and more to advertise their products.

A recent eMarketer study shows that $180 billion was spent on advertising last year, a five percent growth from 2004. Statistics show that digital advertising is leading the increase in ad spending, with spending for mobile networks in the lead.

Marketing analysts say the shift in ad spending has to do with what consumers are focused on, and the current focus for many consumers is social media. “Social media as a platform has been successful in reaching consumers and making connections,” said Dr. Kristen Walker, an associate professor in the CSUN Department of Marketing.

Marketing experts say the increase in digital advertising spending has to do with the increased amount of time consumers are spending on their mobile devices. eMarketer reports that adults in the US spend about two hours and 51 minutes on mobile devices each day.

“Google is already veering towards sites that are built for a mobile user,” said Apex Digital Media founder Dustin Peterson. “You’ll get a higher search ranking if you’re optimized for a user on their iPhone.”

Statistics show that Google accounts for about 45 percent of all digital advertising spending, but social media sites like Facebook and Twitter are growing.

Advertising experts say those social media platforms give advertising firms a way to connect with consumers. “If someone clicks on a link you can tell where that person came from,” Peterson said. “A lot of times you can cookie their browser and serve them follow-up messaging.” For example, a marketing guide for vet clinics might use these techniques to target pet owners with ads, providing personalized follow-ups to encourage appointments or promote pet care products.

A recent Gallup poll shows that 62 percent of people say viewing ads on social media does not influence their spending activities, but some marketing experts disagree.

“Consumers aren’t necessarily aware of how effective marketing can be,” Walker said. “Marketers can learn a lot about your interactions with people in your social media platform.”

Walker said digital marketing is going to get even more personal in the future.

“Consumers haven’t really figured out how many companies are gathering information about them and when they are gathering it,” Walker said.

“Because of the way that technology’s evolving,” Peterson said, ” I think everything’s going to be personalized based on your likes, and things that you said you had interest in; you can already kind of see it happening”.

The trick is going to be finding the balance between personalization and privacy.

“The White House just released a draft of the consumer privacy bill of rights,” Walker said, “and there’s some discussion as to where that’s going in the future.”

Moderator: Kelsey Ducklow

Producer: Brenda Garcia

Anchor: Teresa Arevalo

Reporters: Wahid Lodin, Gloria Star and Alexis Wadley

The Pew Research Center reported recently that 72 percent of online adults use social networking sites. More than four billion videos are watched daily and more than three billion hours of video are watched a month. The widespread success of online media is providing entrepreneurs with many new ways to make their brand or business flourish.

“That’s how I make the majority of my cash, through promotions, reels or marketing videos, because everyone’s going to need to go digital at some point,” blogger Reina Royale said.

Statistics show over 50 percent of American consumers rely on blog posts when buying goods, and smaller businesses saw a 26 percent increase in leads due to blogging.

YouTube blogger Vanessa Watson provides segments like “Wellness Wednesday” on her site, offering her followers videos with tips for losing weight or preparing healthy meals.

Royale provides her online audience with “Royale Reports”, which include her take on pop culture, and the music and entertainment world.

“The reason why you’re probably gaining a following, is because the story remains authentic,” said Dr. Kristen Walker, an associate professor in CSUN’s Marketing Department. “When you come back to branding, it has to be something that’s consistent, and as long as you can stay consistent within that persona, you’re keeping and maintaining your community.”

Social avenues such as Twitter, Facebook, and Instagram are great barometers for gauging the reception of the content displayed by the bloggers or online businesses. Entrepreneurs who use social media and digital marketing techniques can get immediate feedback from their followers.

“Everyone loves my weight loss videos [on YouTube],” Watson said, “but it’s mainly to find a balance within myself. I don’t want to venture out what I don’t believe in.”

Experts and practitioners agree that successful digital branding is a process, which starts with making a list of what and whom to target.

Royale said the next step is to cultivate an audience, by finding people who are just as passionate as you are to support your brand, and then consistently following your plan in order to keep them.

“It’s sort of hashtag passion,” Walker said. “You guys are talking about what your passions are, and if you are passionate about things the consumer can connect to, then that’s when it works.”

Moderator: Jonny Green

Anchor: Jacquelyn Koenig

Digital Editors: Trene Todd and Jacquelyn Koenig

Reporters: Ben Ladiana, Brionna Lewis, Mihkel Teemant and Jacquelyn Koenig