Actions for Perceptions of Digital Redlining : Awareness & Judgements of Marketer Profiling among Emerging Adults

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Perceptions of Digital Redlining : Awareness & Judgements of Marketer Profiling among Emerging Adults

Author
Gelorme, Geoffrey
Published
[University Park, Pennsylvania] : Pennsylvania State University, 2020.
Physical Description
1 electronic document
Additional Creators
Plaisance, Patrick Lee and Schreyer Honors College
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Open Access.
Summary
The focus of this thesis is a concept known as digital redlining. In laymans terms, digital redlining is essentially how online marketers use discriminatory practices. The concept of redlining goes back to the 1930s, but has since adapted to conform to societys digitization. This study examines the results of three focus groups that highlighted the perceptions of young adults with regard to digital redlining, after having been shown a handful of examples from some of the best-known perpetrators out thereNetflix, Facebook, Airbnb, Uber and Lyft. The results from the focus groups reflected that young adults do indeed recognize digital redlining as a huge problem, but one thats very complicated and very far from being solved. As far as coming up with a solution, participants were at a loss. In fact, most felt as though things were going to get considerably worse before they improved. Improvement means changing consumer mindset, and participants arrived at the sobering conclusion that it would take something incredibly high profile in order to make that happen. Until then, they didnt see things changing for the better.
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Dissertation Note
B.A. Pennsylvania State University 2020.
Technical Details
The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
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