Por Oscar Gutiérrez
Docente Escuela de Ingeniería, Universidad de Las Américas
Hace dos años The Economist publicaba que los datos eran el petróleo de la era digital, y que las compañías en esta industria (Google, Facebook, Amazon, entre otras), las que liderarían en la economía mundial. Pero ¿qué datos pueden tener la cuantía y valor para generar este nivel de riqueza? Lamentablemente, nuestros datos. Sí, los datos que hoy son negocios ¡son los nuestros!
Cada acción en redes sociales constituye modelos que permiten que nos caractericen individualmente, y esa información es comercializada. Pueden definir nuestras debilidades y prioridades con cada like (me gusta), foto, etiqueta, lugar, opinión, comentario, compartir, y podría seguir interminablemente; pues toda acción e interacción que hagamos nos define.
Los modelos permiten determinar qué grupo de personas de un país son “influenciables” (como ellos los llaman) en un espacio social y político, entonces ¿no sería fácil influir en esas personas titubeantes para que no vote por la opción que le parecía correcta en unas elecciones, por ejemplo? Ése es el valor de nuestros datos. Y con esta información no sólo podría influenciar a un grupo, sino millones de personas. Precisamente, así fue el escándalo en el que se vio envuelto Facebook – en el que asociado con la compañía Cambridge Analytica- desarrollaron y difundieron mensajes dirigidos a los influenciables; orientando decisiones eleccionarias de Estados Unidos, Unión Europea, Nigeria, Kenia, República Checa, India y Argentina, entre otros 200 territorios.
Ahora sabemos el valor de nuestros datos y cómo nos influyen. Cuidemos y filtremos lo que llega a nosotros. Queda tiempo aún para que la legislación en esta materia a nivel global se formalice. Mientras, tengamos los datos a nuestro favor.
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