Digital privacy – metaphorical conceptualization of the 'right to be forgotten'

Abstract

English: Although the problem of digital privacy is one of the most discussed issues today, there is relatively little research done in the sphere of metaphorical conceptualization of digital privacy. Moreover, the previous research on the topic is characterized by a generalized approach to the analyzed metaphors: Modern privacy discourse is discussed in general without a more defined focus of the analyzed topic. The aim of this thesis is to investigate metaphorical conceptions about digital privacy in a media discourse dedicated to a specific aspect of digital privacy, namely the “right to be forgotten”. The metaphorical conceptions are examined within the framework of the discourse dynamic approach which sees metaphor as an important tool for understanding people’s conceptualizations and studies metaphor in the dynamics of language use. The thesis focuses on identifying linguistic metaphors and finding systematicity in their usage in 10 newspaper articles dedicated to the topic of “the right to be forgotten”. The results of the metaphor analysis indicate that there are two main types of systematic metaphors used about different aspects of digital privacy within the “right to be forgotten”: (1) conventionalized systematic metaphors that underlie our understanding of digital privacy, and (2) more specific systematic metaphors that reveal attitudes and evaluations about current digital privacy issues. It is found that the most interesting systematic metaphors reveal how the relationship between data subjects and data controllers is presented in the media: These metaphors are united by conceptualizing data subjects and data controllers as opposing sides and by conceptualizing data controllers as a stronger party. The results also reveal that some of the metaphors which underlie the understanding of information in “the right to be forgotten” initiative, create major misconceptions of how information on the Internet exists and what limitations individuals have in relation to it. It is also discovered that none of the traditional conceptions of privacy discussed in previous research was found in the analyzed data. The conclusion is that the general framework might not always be reflected in discussing particular privacy issues. Thus, further examination of more specific aspects of digital privacy might give unexpected results