• Dr. Anna

Homogeneity and New Market Discovery

Each time a new service is accessed on the Internet, the user is asked to establish a secure account. The user is given the option to sign in by using a social media app or dominant search engine and social media provider. Some applications require that you use one of these external services to establish an account. As an affront to competition and privacy, the requirement to establish one’s identity by using another affiliated, or otherwise unrelated app seems to be a major privacy compromise. As the user is followed around the internet with user sensitive advertisements and suggested content, one might ask how exposure to new ideas and new audiences can be accomplished given the comprehensive user profiles accessed for narrowly-defined campaigns. Establishing new markets and discovering new audiences could become a lost art if demographic groups are placed in marketing straight jackets.