The Bachelor Thesis evolved from a research project initially conceived in collaboration with The Emily Carr Research Centre - The Social + Interactive Media Centre and the Mozilla Foundation, developed at Emily Carr University of Art & Design in the spring of 2013.

The main goal has been to raise awareness around online tracking, as there is little knowledge, but huge numbers of privacy issues. The thesis has transcended its initial concept of analytical Internet research to become both an informational tool as well as vehicle for evocative response. By confronting my audience with something omni-present in their lives, yet something that they are usually misinformed about or unaware of through visual representation, I hope to make this aspect of the Internet accessible to a wider range of users and raise awareness.

Online tracking is still in development as a relatively new technology with both positive and negative aspects. For it to grow responsibly the users themselves need be actively involved. This project explored how design be applied to raise awareness and encourage involvement around the topic and ultimately shape the use of online tracking for the future.

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