CHRISTIAN FUCHS - ICT&S - Universität Salzburg

Christian Fuchs: Social Networking Sites and the Surveillance SocietyFigure 31. Facebook Knowledge Index68.4% of the Facebook users in our survey have activated social advertisings onFacebook (social ads are a kind of personalized advertising that calculates ads based onfriendship groups) (figure 32). 59.9% have activated Facebook beacon, which collectsonsite and offsite usage data and publishes these on users’ newsfeeds (figure 33). OnstudiVZ, on average 67.4% of the users in our survey have opted out of advertisingoptions, whereas on Facebook on average only 35.9% of the users opted out of theseoptions. This shows that critical information behaviour is higher on studiVZ than onFacebook. An explanation for this difference is that studiVZ is more known, morewidely used, more discussed in personal conversations and in the public, and hasattracted the attention of users and the public when it changed its terms of use.83