Digital Shadow
Digital footprint or digital shadow refers to one's unique set of traceable digital activities, actions, contributions, and communications manifested on the Internet or digital devices. Digital footprints can be classified as either passive or active. Passive footprints consist of a user's web-browsing activity and information stored as cookies. Active footprints are intentionally created by users to share information on websites or social media. While the term usually applies to a person, a digital footprint can also refer to a business, organization or corporation.
The use of a digital footprint has both positive and negative consequences. On one side, it is the subject of many privacy issues. For example, without an individual's authorization, strangers can piece together information about that individual by only using search engines. Social inequalities are exacerbated by the limited access afforded to marginalized communities. Corporations are also able to produce customized ads based on browsing history. On the other hand, others can reap the benefits by profiting off their digital footprint as social media influencers. Furthermore, employers use a candidate's digital footprint for online vetting. Between two equal candidates, a candidate with a positive digital footprint may have an advantage. As technology usage becomes more widespread, even children generate larger digital footprints with potential positive and negative consequences such as college admissions. Media and information literacy frameworks and educational efforts promote awareness of digital footprints as part of a citizen's digital privacy. Since it is hard not to have a digital footprint, it is in one's best interest to create a positive one.
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