Understanding Privacy Online: Development of a Social Contract Approach to Privacy

• Published in: Journal of business ethics Vol. 137; no. 3; pp. 551 - 569
• Main Author: Martin, Kirsten
• Format: Journal Article
• Language: English
• Published: Dordrecht Springer 01.09.2016; Springer Netherlands; Springer Nature B.V
• Subjects: Access to information; Advertising; Basketball; Business and Management; Business Ethics; Communities; Community; Consumer information; Consumers; Contractors; Customers; Data privacy; Disclosure; Education; Ethics; Expectations; Information dissemination; Information sharing; Information technology; Interest groups; Internet; Law; Legal consent; Management; Morality; Norms; Online communities; Philosophy; Privacy; Quality of Life Research; Right to privacy; Scholarship; Social contract; Social media; Social networks; Society; Strategic management; Trade; Violations; Websites; New York; United States > US; Privacy; Social contract; Fair Information Practices; Internet; Online; Technology
• ISSN: 0167-4544; 1573-0697
• DOI: 10.1007/s10551-015-2565-9

Recent scholarship in philosophy, law, and information systems suggests that respecting privacy entails understanding the implicit privacy norms about what, why, and to whom information is shared within specific relationships. These social contracts are important to understand if firms are to adequately manage the privacy expectations of stakeholders. This paper explores a social contract approach to developing, acknowledging, and protecting privacy norms within specific contexts. While privacy as a social contract—a mutually beneficial agreement within a community about sharing and using information—has been introduced theoretically and empirically, the full impact on firms of an alternative framework to respecting the privacy expectations of stakeholders has not been examined. The goal of this paper is to examine how privacy norms develop through social contract's narrative, to redescribe privacy violations given the social contract approach, and to critically examine the role of business as a contractor in developing privacy norms. A social contract narrative dealing specifically with issues of privacy is an important next step in exploring a social contract approach to privacy. Here, the narrative is used to explain to analyze the dynamic process of privacy norm generation within particular communities. Based on this narrative, individuals within a given community discriminately share information with a particular set of obligations in mind as to who has access to the information and how it will be used. Rather than giving away privacy, individuals discriminately share information within a particular community and with norms governing the use of their information. Similar to contractual business ethics' impact on global commerce in explaining how and why norms vary across global contexts, the social contract approach to privacy explains how and why norms vary across communities of actors. Focusing on agreements around privacy expectations shifts the responsibility of firms from adequate notification to the responsibility of firms as contractors to maintain a mutually beneficial and sustainable solution.