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Computer Science
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Platform specificity and the politics of location data extraction

Profile image of carlos barrenechecarlos barreneche
https://doi.org/10.1177/1367549415577386
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17 pages

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Abstract

The rise of smart phone use, and its convergence with mapping infrastructures and large search and social media corporations, has led to a commensurate rise in the importance of location. While locations are still defined by fixed longitude/latitude coordinates, they now increasingly ‘acquire dynamic meaning as a consequence of the constantly changing location-based information that is attached to them’ becoming ‘a near universal search string for the world’s data’. As the richness of this geocoded information increases, so the commercial value of this location information also increases. This article examines the growing commercial significance of location data. Informed by recent calls for ‘medium-specific analysis’, we build on earlier work to argue that social media companies actively extract location data for commercial advantage in quite specific ways. By not paying due and careful attention to the specifics of data extraction strategies, political and cultural economic analyses of new media services risk eliding key differences between new media platforms, and their respective software systems, patterns of consumer use, and individual revenue models. In response, we develop a comparative analysis of two platforms – Foursquare and Google – and examine how each extracts and uses geocoded user data. From this comparative exploration of platform specificity, we aim to draw conclusions concerning marketing (economic) surveillance, and how Foursquare’s and Google’s operations work in the service of fostering the securitization of mobility - the process by which the capacity to track and predict mobility and associated patterns of consumption is directly productive of value.

FAQs

sparkles

AI

What key differences exist in geodata extraction between Foursquare and Google?add

The research identifies that Foursquare uses venue identifiers while Google employs place identifiers, reflecting distinct data interpretation strategies. These differences contribute to unique place ontologies and differing commercial aims, impacting user engagement and data monetization.

How do Foursquare and Google handle user data for commercialization?add

Foursquare actively utilizes user data through their merchant platforms, allowing businesses to track customer behavior. Conversely, Google's approach aggregates data across services to create a comprehensive location database for targeted advertising.

When did major changes in Foursquare's services occur, and what were they?add

In mid-2014, Foursquare transitioned to a dedicated search and recommendation service, separating gameplay from location features. This redesign focused on enhancing commercial capabilities, including new services like promoted updates and enhanced user recommendations.

What methodologies were observed in Google’s geolocation data collection?add

Google uses passive location logging via GPS and cell tower triangulation to establish user geolocation. Additionally, it employs an algorithmic process that calculates visit likelihood based on historical user data for predictive marketing.

What implications arise from the platform-specific analysis of location data extraction?add

The analysis reveals how distinct extraction methods contribute to different economic opportunities and regulatory frameworks, influencing urban mobility and consumer behavior. This informs broader consequences for how users interact with and are manipulated within urban environments.

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