Gonca Telli Yamamoto (Okan University, Turkey)
DOI: 10.4018/978-1-60566-916-8.ch010
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In their Works titled “High Tech/High Touch: Technology and Our Accelerated Search for Meaning” (2001), Naisbitt, Naisbitt and Philips express that technology should be questioned due to its aggressive and brutal speed and that cultural desensitization cannot be prevented, and that it would cause certain social conflicts. Besides, they also draw the attention to the importance of balance in human-technology relationships, and to the issue of balancing material miracles with the spiritual demands of man while creating technology. It is highlighted that due to the continuous tracing caused by technology, both technological immoralities and related personal concerns will continuously increase and spread along society. With respect to health, high speed technology can cause to extreme stress and tiredness and other problems as its coercive effects may increase because technology proposes eternal series of formations and continuously pushes the limits of mind.
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Corporations and marketers gradually better understand the value of location and place for the mobile world. In Nash’s practical researches, it is expressed that mobile marketing is scary (Scannell, 2008). Private life or privacy generally means a space, where people stay on their own, where they can freely think and act, and personally decide on where, when and under which conditions to communicate and contact with other people, and the right owned on this space. This right cannot be transferred to others by force or fraudulence.

Personal privacy is among the issues that should be most cared about by online and mobile advertising agencies because in these communications ZIP codes, mobile phone indices, friends and areas of interest of the individuals in the target group can be distributed towards adjacent areas (Scannell, 2008). Intensive aggressive marketing tactics could be seen as a violation of privacy.

Trust and honesty concern millions of communicating people as an issue which gradually gains further importance (Shiffman, 2008, p.11). Similar fraudulences to those frequently committed on the Internet may also be possible via mobile phones or devices. For example, swindling through fake Internet websites can also be realized via mobile environment in a similar way. This method, which is named as phishing, is also possible on the mobile.

Various attacks and tricks can be made to individuals in order to obtain their passwords. For example, personal information can be accessed and card number or passwords and other similar confidential information of individuals can be obtained by the fraudulent person who gives the names of relatives or excuses an emergency or legal issue.

Information acquired through certain software or Trojan horse type of virus software attacks to mobile phones can be used malevolently.

Shopping data can also be copied in a way and used by other people.

Mobile phone fraudulences may increase crime rates.

When using advertisements, blogs, or other marketing instruments, in addition to abstaining from putting the customers into awkward situations, cheating and deluding them, measures to keep the communication environment protected should also be taken (Shiffman, 2008, 11)

The concept of data brokerage should develop in correlation with trust. According to Norcross (2007), data brokerage should not only be based on trust. As methodological access may be more meaningful and important for some people, a controlled approach is essential.

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