The Ethics of Nudging: Balancing Power and Individual Autonomy in a Big Data Era

The Ethics of Nudging: Balancing Power and Individual Autonomy in a Big Data Era
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Introduction
In recent years, Big Data analytics development and use have given businesses and governments opportunities and difficulties. With the ability to forecast future attitudes and actions through data analysis, there is growing interest in using these forecasts to sway people's decisions, a practice known as "nudging." However, the moral ramifications of such actions prompt critical inquiries regarding personal autonomy and the function of different choice architects, such as elected officials, technocratic experts, Big Data firms, and governmental organizations. This review will critically assess the suitability of various actors in this situation while addressing the limitations of human decision-making, the possibilities of Big Data, and the framework for public policy surrounding nudging.
Recognizing the Irrational and Biased Decision-Making Processes
The "two-brain system" theory put out by Daniel Kahneman sheds light on the flawed, prejudiced, and unreasonable judgments made by individuals. He claims that our decision-making process involves two systems: the intuitive, rapid, and automatic "System 1" and the reflective, thoughtful, and deliberate "System 2." (UBS, 2019). Heuristics and biases are used by System 1, which might result in mistakes and poor judgment. When thinking about the function of nudging in decision-making, it is essential to comprehend these shortcomings.
Big Data has the potential to identify patterns, trends, and correlations through the analysis of vast, complex information. Mosco emphasizes that big data analytics can entirely transform decision-making by offering previously unattainable insights into human behavior (Research, 2022). Corporations and governments may create precise predictive models by gathering enormous volumes of information from numerous sources, including social media, online platforms, and surveillance networks. When used ethically, these models can improve social outcomes, maximize resource allocation, and guide policy decisions.
The Nudging paradigm: Richard Thaler and Cass Sunstein suggest a paradigm for a public policy known as "nudging," which entails using behavioral insights to affect decision-making without eliminating choice or imposing severe limitations. The idea is to create choice structures that motivate people to act in their best interests or accordance with society's objectives (Underwood, 2020). Nudges are frequently open, simple to opt out of, and supported by behavioral science research.
Ethical issues with Nagging
Allowing entities to prod people raises critical ethical questions about individual autonomy. The core idea of autonomy protects people's right to make decisions independently and without interference (The Ethics Centre, 2021). By definition, nudges are intended to direct decisions and shape behavior. However, by subtly or overtly influencing the decision-making process, they run the potential of restricting individual freedom.
The potential for manipulation is one issue. Nudges can influence people's decisions without their full knowledge or c...