Output details

The Mood of Information: a critique of online behavioural advertising

This 80,000-word monograph should be double weighted as the case-study required three years of daily tracing of hundreds of web updates from actors. Practically, the book required comprehension of law regarding jurisprudence and interaction of UK/EU laws. Politically, it required understanding of how industry, activists and legislators interact. To this end McStay attended ‘Town Hall’ events to meet actors and develop hermeneutical understanding. Technically, McStay became familiar with areas of computer science, packet-switching and cybernetics. Philosophically, this book required deep understanding of phenomenology to make claims about moods, information and profiling. The thesis is contingent upon all these endeavors.