Corporate Surveillance

Other projects: multiscreening | synced advertising

Project description | Key publications | Grants

Project description

With the increase of data collected by companies, we observe the rising popularity of digital data-driven advertising (e.g., personalized advertising, computational advertising, algorithmic decision making). Developments in data science and technology have created opportunities for organizations to collect, store, and process data and use it as input for marketing purposes (Yun et al., 2020). The omnipresence of data collection (known as dataveillance) may impact consumer responses, which is the focus of this project.

Chilling effects

            Chilling effects refer to the self-surveillance practices of media users as a result of external surveillance. An example is people who refrain from using certain websites or watching certain shows because their data is collected and they feel surveilled (Finn & Wadhwa, 2014). Surveillance can be defined as the collection and use of personal data with the aim of control or influence (Lyon, 2002). While surveillance often refers to the state’s monitoring of citizens (Penney, 2017), such monitoring also occurs on a wide scale in the corporate context, as data is seen to provide a competitive advantage, and it has become easy and cheap for corporations to collect information about people (Büchi et al., 2020). Together with Dr. Joanna Strycharz, I study chilling effects as a result of corporate surveillance in everyday life.

Key publications

*Strycharz, J. & Segijn, C. M., (2022). The future of dataveillance in
advertising theory and practice. Journal of Advertising.*First two authors contributed equally

Segijn, C. M. & Strycharz, J. (2022). The ethical ramifications of surveillance in contemporary advertising for the industry, consumers, and regulators: Current issues and a future research agenda. International Journal of Advertising.

Segijn, C. M., Opree, S. J., & van Ooijen, I. (2022). The validation of the perceived surveillance scale. Cyberpsychology, 16(3), Article 9. doi: 10.5817/CP2022-3-9

Strycharz, J., Kim, E., & Segijn, C. M. (2022). Why people would (not) change their media use in response to perceived corporate surveillance. Telematics & Informatics, 71. doi: 10.1016/j.tele.2022.101838


Awards & Grants

Click here for a list of all honors & awards


  • Top Paper Award, Special Topics ‘Digital advertising, artificial intelligence, and technological innovations’ (August, 2022). Ad division, Association for Education in Journalism and Mass Communication

This project is sponsored by:

  • UMN Seed Grant, College of Liberal Arts, University of Minnesota
  • European Advertising Academy Research Grant (2020), European Advertising Academy
  • AEJMC Emerging Scholar Research Grant (2021), Association for Education in Journalism and Mass Communication