• Fakhira Bano
4. Semester, Digital Communication Leadership (Erasmus+) (Master Programme)
The current study is inspired from the audience’s ability through different devices used to generate the data for the news media companies while browsing their websites. The research intends to answer the main research question ‘How do news media companies in EU captured audience data after the implementation of new GDPR’ through three sub-questions including ‘what are the techniques of audience data gathering through device fingerprinting’, ‘which countries in EU have an increased percentage of capturing data from audiences using device fingerprinting’, and ‘what are the transitions in capturing device fingerprints over different time periods after the implementation of GDPR’. The research then followed a literature review which inspired to apply theory of audience commodity and digital labor theory in the research process. The research was followed with a quantitative research using big-data received from scholars Sørensen & Kosta (2019) who observed and captured data from several websites in three point of times including June 2018, February 2019 and June 2019. This helped this research to refine and retrieve the relevant data form twenty-eight countries and get the results for identifying what kind of data is retrieved through device fingerprinting, the countries with a percentage level of capturing device fingerprints, and a transition over the three time periods in capturing the device fingerprints. The results showed that after GDPR, news media companies still use device fingerprinting to capture the audience data; however, the percentage levels of identifying unique device fingerprints has been decreased from June 2018 till June 2019 by news media companies in 20 out of 28 European countries. Despite of this drop in capturing device fingerprinting data, it cannot be confirmed whether it is due to GDPR or there are other reasons as the intermediary transitions are still not convincing to agree that GDPR is influencing the news media companies to capture least data from the audience.
Publication date30 Sept 2019
Number of pages113
External collaboratorUrsula Maier-Rabler
Ass. Prof. Dr. Ursula Maier-Rabler ursula.MAIER-RABLER@sbg.ac.at
ID: 311726074