What even is privacy?
What even is privacy?
Have you ever wondered if your phone knows a little too much about you?
It’s no secret that we’re constantly trading our personal data online. It often feels like data is the key that unlocks almost everything, from social media to your smartwatch and favourite apps.
But this raises a question: if we’re trading our personal information for access to essential online services and the platforms we use every day, what does ‘privacy’ even mean anymore?
To unpack this complex question, Dr Lemi Baruh from UQ’s Faculty of Humanities, Arts and Social Sciences sat down with Contact to share his expertise in online surveillance, digital security and privacy.
Dr Lemi Baruh
Dr Lemi Baruh
The short story
So, what even is privacy?
According to Dr Baruh, privacy is all about control; specifically, our ability to decide who has access to us and under what circumstances.
“This need for control extends to various aspects, including our personal information, the conversations we have, the communication directed at us and even how present or ‘seen’ we feel,” Dr Baruh explained.
This balancing act between staying connected and maintaining solitude is core to what makes privacy feel so personal, yet increasingly difficult to maintain in the digital world.
The long story
Is privacy dead?
According to Dr Baruh, no – not at all.
“To claim privacy is dead is to deny a basic aspect of human experience, including the need for autonomy and self-determination,” said Dr Baruh.
That said, privacy is under enormous pressure. Dr Baruh explained that one key threat to privacy is ‘surveillance capitalism’, which is a term coined by author and scholar Shoshana Zuboff.
“Surveillance capitalists rely on harvesting of personal data as an integral part of their business models.”
“Companies have been very good at making us feel like privacy is something we have to give up if we want useful services, personalised experiences or convenience.”
“They've also pushed the idea that it's entirely our responsibility as individuals to protect our data, which does two things: it ignores all the real-world limitations that make it hard for individuals to actually control their data and lets organisations off the hook for their part in all this.”
In a nutshell, privacy is far from dead, but it’s being reshaped and challenged by systems that benefit from its lack of control.
Image credit: Adobe Stock
Image credit: Adobe Stock
Image credit: Adobe Stock
Image credit: Adobe Stock
Who is watching us online?
The answer: just about everyone.
“Social media platforms, online services, healthcare providers, employers and, of course, government institutions are gathering extensive personal information about us.”
“Think about your day so far,” Dr Baruh said.
“Have you checked social media or posted on them? Searched for something online? Used a map to get directions to a park? With each, you're leaving valuable data behind: data that organisations are eagerly collecting.”
How are these organisations using our personal data?
According to Dr Baruh, how our data is used is highly dependent on the type of organisation.
For some organisations, our online behaviour can be used to deliver targeted ads and personalised content. Others may use it to learn more about us to steer our behaviour.
“AI systems use massive datasets of our activities to train algorithms that predict our preferences and future actions,” he explained.
This can be the case for organisations such as law enforcement agencies, social service offices and health insurance companies, who can use data to predict policing, identify fraudulent insurance claims, assess risk profiles and more.
“Employers can even deploy monitoring software to evaluate productivity by tracking keystrokes, application usage times and analysing facial expressions during video calls.”
So, how can we take control of our privacy?
It might feel overwhelming, but there are ways to control our privacy.
“Overall, as a society, our first step is to recognise what the problem is. Digital, connected technologies blur the line between what were naturally private spaces and the increasingly accessible nature of our digital interactions,” Dr Baruh explained.
He pointed to the EU’s Artificial Intelligence Act, which came into force in 2024, as one promising example of society recognising this problem. The act prohibits high-risk uses of artificial intelligence.
“It is not a perfect solution,” Dr Baruh said. “But the way it changes the dialogue is key: it reminds us rather than lamenting the death of privacy, we can reclaim control.”
Until laws protecting privacy become more robust, securing your personal information is essential. In fact, Dr Baruh makes one thing clear: when we lose control of our personal data, we lose control over “how organisations evaluate us, treat us and manipulate us through the data they collected.”
Dr Baruh recommends that you:
- understand how your data is collected and used. Know what’s happening behind the scenes of your favourite apps and problems.
- review your privacy settings. On social media, search engines and digital services, take time to customise your profile, ensuring you have control over who sees your content.
- choose platforms that prioritise privacy. Look for services that treat privacy as a central design feature, not an afterthought.
- read the fine print. Even reading the key points of a privacy policy can help you make more informed choices.
- stay aware of your network. Your privacy can be affected by what others post or share too.
- consider reducing your digital footprint. Do this by using privacy-enhancing tools and limiting unnecessary online sharing.
“While personal actions are crucial, they work best when paired with strong regulations protecting data by default. Together, they contribute to a step in the right direction,” said Dr Baruh.
What do you want to learn about next?
The short story
So, what even is privacy?
According to Dr Baruh, privacy is all about control; specifically, our ability to decide who has access to us and under what circumstances.
“This need for control extends to various aspects, including our personal information, the conversations we have, the communication directed at us and even how present or ‘seen’ we feel,” Dr Baruh explained.
This balancing act between staying connected and maintaining solitude is core to what makes privacy feel so personal, yet increasingly difficult to maintain in the digital world.
The long story
Is privacy dead?
According to Dr Baruh, no – not at all.
“To claim privacy is dead is to deny a basic aspect of human experience, including the need for autonomy and self-determination,” said Dr Baruh.
That said, privacy is under enormous pressure. Dr Baruh explained that one key threat to privacy is ‘surveillance capitalism’, which is a term coined by author and scholar Shoshana Zuboff.
“Surveillance capitalists rely on harvesting of personal data as an integral part of their business models.”
“Companies have been very good at making us feel like privacy is something we have to give up if we want useful services, personalised experiences or convenience.”
“They've also pushed the idea that it's entirely our responsibility as individuals to protect our data, which does two things: it ignores all the real-world limitations that make it hard for individuals to actually control their data and lets organisations off the hook for their part in all this.”
In a nutshell, privacy is far from dead, but it’s being reshaped and challenged by systems that benefit from its lack of control.
Who is watching us online?
The answer: just about everyone.
“Social media platforms, online services, healthcare providers, employers and, of course, government institutions are gathering extensive personal information about us.”
“Think about your day so far,” Dr Baruh said.
“Have you checked social media or posted on them? Searched for something online? Used a map to get directions to a park? With each, you're leaving valuable data behind: data that organisations are eagerly collecting.”
Image credit: Adobe Stock
Image credit: Adobe Stock
How are these organisations using our personal data?
According to Dr Baruh, how our data is used is highly dependent on the type of organisation.
For some organisations, our online behaviour can be used to deliver targeted ads and personalised content. Others may use it to learn more about us to steer our behaviour.
“AI systems use massive datasets of our activities to train algorithms that predict our preferences and future actions,” he explained.
This can be the case for organisations such as law enforcement agencies, social service offices and health insurance companies, who can use data to predict policing, identify fraudulent insurance claims, assess risk profiles and more.
“Employers can even deploy monitoring software to evaluate productivity by tracking keystrokes, application usage times and analysing facial expressions during video calls.”
So, how can we take control of our privacy?
It might feel overwhelming, but there are ways to control our privacy.
“Overall, as a society, our first step is to recognise what the problem is. Digital, connected technologies blur the line between what were naturally private spaces and the increasingly accessible nature of our digital interactions,” Dr Baruh explained.
He pointed to the EU’s Artificial Intelligence Act, which came into force in 2024, as one promising example of society recognising this problem. The act prohibits high-risk uses of artificial intelligence.
“It is not a perfect solution,” Dr Baruh said. “But the way it changes the dialogue is key: it reminds us rather than lamenting the death of privacy, we can reclaim control.”
Until laws protecting privacy become more robust, securing your personal information is essential. In fact, Dr Baruh makes one thing clear: when we lose control of our personal data, we lose control over “how organisations evaluate us, treat us and manipulate us through the data they collected.”
Dr Baruh recommends that you:
- understand how your data is collected and used. Know what’s happening behind the scenes of your favourite apps and problems.
- review your privacy settings. On social media, search engines and digital services, take time to customise your profile, ensuring you have control over who sees your content.
- choose platforms that prioritise privacy. Look for services that treat privacy as a central design feature, not an afterthought.
- read the fine print. Even reading the key points of a privacy policy can help you make more informed choices.
- stay aware of your network. Your privacy can be affected by what others post or share too.
- consider reducing your digital footprint. Do this by using privacy-enhancing tools and limiting unnecessary online sharing.
“While personal actions are crucial, they work best when paired with strong regulations protecting data by default. Together, they contribute to a step in the right direction,” said Dr Baruh.
What do you want to learn about next?
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