QUESTION FORMED BASED ON THE READING
What procedures are used to ensure that the customers information is safe and not vulnerable to identity theft even after the customer has changed shopping destinations?
IS BIG BROTHER AT THE MALL TOO FAR WITH PERSONAL DATA?
In my opinion, the use of technology (Big Brother) at shopping malls is a little bit far fetched. This is because it can invade ones privacy by sharing information without permission. Sacrificing personal privacy for the sake of shopping does not seem like an appealing choice to me. Privacy is a right which shoppers are entitled to. It is an indispensable personal right, without which there is no genuine freedom of expression and association (DiManno 2). The Big Brother not only tracks the users every click move on social media and apps, but also pummels the user with pop up advertisements, which are sometimes annoying and invasive of the user’s privacy. Additionally, information security related risks may have serious connotations on privacy, economy and society, or even on people’s psychology. Technology is rapidly erasing any differences between how precisely people can be tracked online and in a physical space (McKinnon 4). Sharing personal data and location may leave shoppers vulnerable to threats such as identity theft, cyber stalking, and even cyber bullying. In the fitting rooms at Rebecca Minkoff apparel stores, shoppers can tap on interactive mirrors to see how a top might match with other garments, with each choice being fed into the shopper’s online profile (McKinnon 4). There is a related loss of autonomy since being under continuous surveillance may lead to paranoid behavior, discrimination, harassing, cyber bullying, cyber stalking.
MY OPINION ON FACIAL RECOGNITION TECHNOLOGY BEING USED IN SHOPPING MALLS
I opine that the use of facial recognition technology in shopping Malls is a good move towards safeguarding both shoppers and stores from shoplifters and attacks such as bombings. Not only is the technology useful in spotting shoplifters, scam artists, and potential threats, but also in recognizing VIP shoppers in stores who require special treatment. Facial recognition technology analyzes the features of the user’s face images which have been taken by a digital camera and provide fast and accurate details of the user. The facial features of a shopper can be recorded or captured easily without requiring any contact at all.
What is more, the technology has the ability to identify someones face regardless of facial changes, such as the addition of a beard, glasses, scar or a different facial expression which makes it efficient and accurate in most cases.
Facial recognition technology is rapidly growing with each passing day. For example, governments use it for examination, monitoring, and investigation at airports and hospitals to identify potential and current threats. I would feel safe knowing that shopping malls have a database with my face on it. Moreover, the risk of security threats is lowered since the facial recognition technology is able to identify and alert the security team of potentially harmful people. According to the article “Big Brother at the Mall”, stores like Sephora already use beacon technology that detects consumers smartphones when they walk into the store. Even though the facial recognition technology is advantageous, it has a disadvantage which is the concern that the software might make mistakes in identifying people. Cases of mistaken identity can land one in trouble with the authorities.
DiManno, Rosie. “In a World of High-Tech Surveillance, Shopping Mall Cameras Are Just the Tip of the Iceberg.” Thestar.com. www.thestar.com/opinion/star-columnists/2018/07/29/in-a-world-of-high-tech-surveillance-shopping-mall-cameras-are-just-the-tip-of-the-iceberg.html
McKinnon, John D. “Big Brother at the Mall.” The Wall Street Journal, Dow Jones & Company. www.wsj.com/articles/big-brother-in-the-mall-11555128005.