Uigennemskuelig Markedsføring: Opaque Marketing

Emil Kildeby Nielsen, Stine Lykke Wagner, Sara Dyrholm Bundgaard, Rikke Theona Dandanell & Tobias Hans Peter Mollerup

Studenteropgave: Semesterprojekt


The propose of this report is to investigate the consequences of the fact, that companies nowadays more often brand themselves on social medias, like Face-book. Our problem formulation focuses on the ethical issues of companies’ use of Facebook in their marketing. By the help of Jürgen Habermas’ system and life-world theory, we try to illuminate how the social media, Facebook, can accom-modate both the strategic- and communicative actions, and how we see that the system colonizes the lifeworld. Langdon Winners theory of ‘technology as forms of life’ will be used in order to identify issues that may arise when the system intervenes in the lifeworld. Furthermore we look at the guidelines that every Facebook user acknowledges when they sign up to be a part of the Facebook world and how personal information deprives from the Facebook user if the user is tempted with great offers and content. Throughout the report we form a picture of the ethical issues this new marketing has brought with it and how opaque these can be to every single actors. Our report concludes that companies more often tries to target their messages with the costumer’s information’s as a guideline. The issue then is that the users are often unaware of how the company gets the information in the first place.

UddannelserBasis - Humanistisk-Teknologisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato18 jan. 2012


  • Social
  • Etik
  • Uigenneskuelighed
  • Livsverden
  • Tracking
  • Like
  • Markedsføring
  • Teknologi
  • Kummunikativ
  • Facebook
  • Strategisk
  • System