Od anonimnosti do personalizacije - transparentnost informacija u transformaciji web-a

Mačešić, Mateja. (2018). Od anonimnosti do personalizacije - transparentnost informacija u transformaciji web-a. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Information Science. [mentor Špiranec, Sonja].

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Abstract

The subject of this thesis is transparency of information available via Web search, which in today's age is determined by potentially relevant user data and their search habits. No matter how logical the improvement of search results for every specific user may seem, it raises questions of privacy and equal access to information. Therefore, it is important to question the level of knowledge users have when it comes to creating inquiries and their general Web behaviour. Without neglecting positive aspects of personalization, the aim of this thesis is to point out the existing and potential problems of Web search personalization, but also the role of libraries as protectors of unobstructed access to information, whose agency is based on raising awareness, education of users and creating systems independent of user data. Methodology includes meta-analysis of user behaviour in correlation to search results and analysis of relevant literature.

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