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Our conception of privacy can be summarized with the following definition.


The very act of data collection, whether it is legal or illegal, is the starting point of various information privacy concerns. We define collection, the first dimension of IUIPC [Internet users' information privacy concerns], as the degree to which a person is concerned about the amount of individual-specific data possessed by others relative to the value of benefits received. This collection factor is grounded on [Social Contract's] principle of distributive justice, which relates to "the perceived fairness of outcomes that one receives" (Culnan and Bies 2003, p. 328). In an equitable exchange, consumers give up some information in return for something of value after evaluating the costs and benefits associated with the particular transaction. Thus, individuals will be reluctant to release their personal information if they expect negative outcomes (Cohen 1987). Malhotra et al. 2004, p. 338

Enhancing privacy-awareness

Many approaches and methods have been published to help mitigating privacy risks and to improving data protection, for various application areas.

However, we observe that application of methods in practice lags behind theoretic advances. One of the reasons, from our perspective, is that it is often challenging to transfer and adapt theoretic approaches to concrete practical applications and the actual implementation of code.

With the LBSN Structure, we attempt to bridge this gap.

The challenge of enhancing privacy awareness in a broad range of LBSM visual analytics can be broken down in the following two key tasks:

  1. LBSN Structure: A systematic data format for UGC

    We propose a data scheme that can be used to systematically describe and handle data from various LBSM in a common
    format. Our rationale is that not all LBSN data is equally relevant to user privacy, and knowing which aspects need particular attention is the first step to enhancing privacy-awareness in actual implementation contexts. Thus, the main goal of the LBSN Structure is to provide a transparent base for open communication.

    We call individual pieces of the LBSN Structure Bases.

  2. Privacy-aware visual analytics: Recognizing Contexts

    In the same sense, not all visual analytic applications, workflows and contexts are equally relevant to privacy. Therefore, a first step is to systematically describe various metrics used in current LBSM visual analytics. Based on these metrics, we can discuss and describe best practice examples for enhancing user privacy.

    Metrics can be measured and visualized for any Base. Typical metrics in LBSM visual analytics include postcount, usercount, or userdays, see metrics.

Application contexts

The current implementation of the LBSN Structure particularly considers data shared on current Social Media that is explicitly made available to the public. While UGC can encompass a diverse range of datasets, specific challenges to user privacy protection emerge when data is publicly shared, either voluntarily or involuntarily (unknowingly). Such data potentially offers attack-vectors, e.g. to compromise privacy, at various steps of its lifetime.

Therefore, even data used in ethically sound applications, making use of the data in the users´ personal interests, may be re-purposed, for example, to compromise user privacy. Our primary intent is to minimize risk in these specific situations, where the application of data is the shared interest of user and authority.

Since LBSN visual analytics is a broad field, neither the structure nor the discussion of application contexts presented here is exhaustive. Furthermore, the conception of privacy and accepted practices changes rather fast. We invite contributions to enhance and extend the current scope of the concept, structure and best practice examples.


Cohen, R. L. (1987). Distributive justice: Theory and research. Soc. Justice Res. 1 19-40.

Culnan, M., R. J. Bies (2003). Consumer privacy: Balancing economic and justice considerations. J. Soc. Issues 59(2) 323-342.

Dunkel, A., Andrienko, G., Andrienko, N., Burghardt, D., Hauthal, E., & Purves, R. (2018). A conceptual framework for studying collective reactions to events in location-based social media. International Journal of Geographical Information Science, 00(00), 1–25.

Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users’ information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information Systems Research, 15(4), 336–355. DOI

Last update: June 19, 2020