<s>
Data	B-General_Concept
shadows	I-General_Concept
refer	O
to	O
the	O
information	O
that	O
a	O
person	O
leaves	O
behind	O
unintentionally	O
while	O
taking	O
part	O
in	O
daily	O
activities	O
such	O
as	O
checking	O
their	O
e-mails	O
,	O
scrolling	O
through	O
social	O
media	O
or	O
even	O
by	O
using	O
their	O
debit	O
or	O
credit	O
card	O
.	O
</s>
<s>
The	O
term	O
data	B-General_Concept
shadow	I-General_Concept
was	O
coined	O
in	O
1972	O
by	O
Kerstin	O
Anér	O
,	O
a	O
member	O
of	O
the	O
Swedish	O
legislature	O
.	O
</s>
<s>
Data	B-General_Concept
Shadows	I-General_Concept
are	O
closely	O
linked	O
with	O
data	O
footprints	O
,	O
which	O
are	O
defined	O
as	O
the	O
data	O
that	O
has	O
been	O
left	O
behind	O
by	O
the	O
individual	O
themselves	O
through	O
various	O
activities	O
such	O
as	O
online	O
activities	O
,	O
communication	O
information	O
,	O
and	O
transactions	O
.	O
</s>
<s>
In	O
a	O
chapter	O
for	O
the	O
book	O
Geography	O
and	O
Technology	O
,	O
researcher	O
Matthew	O
Zook	O
and	O
his	O
co-authors	O
note	O
that	O
data	B-General_Concept
shadows	I-General_Concept
have	O
come	O
as	O
a	O
result	O
of	O
people	O
becoming	O
"	O
digital	O
individuals	O
"	O
and	O
that	O
these	O
shadows	O
are	O
continually	O
evolving	O
and	O
changing	O
.	O
</s>
<s>
Digital	O
footprints	O
provide	O
a	O
drive	O
for	O
companies	O
such	O
as	O
Facebook	B-Application
and	O
Google	B-Application
to	O
invest	O
in	O
obtaining	O
data	O
generated	O
from	O
these	O
footprints	O
,	O
in	O
order	O
to	O
be	O
sold	O
to	O
marketers	O
.	O
</s>
<s>
Dataveillance	O
gives	O
rise	O
to	O
data	B-General_Concept
shadows	I-General_Concept
since	O
it	O
allows	O
for	O
the	O
identification	O
,	O
classification	O
and	O
representation	O
of	O
individuals	O
or	O
organizations	O
.	O
</s>
<s>
Platform	O
owners	O
such	O
as	O
Google	B-Application
and	O
Facebook	B-Application
,	O
anchor	O
the	O
trust	O
of	O
their	O
users	O
and	O
reassure	O
them	O
that	O
their	O
information	O
is	O
protected	O
through	O
portrayal	O
of	O
corporate	O
codes	O
of	O
conduct	O
such	O
as	O
“	O
Do	O
no	O
evil	O
”	O
and	O
“	O
Making	O
the	O
world	O
transparent	O
and	O
connected	O
”	O
However	O
,	O
as	O
pointed	O
out	O
by	O
Bodle	O
,	O
platform	O
owners	O
are	O
themselves	O
collecting	O
the	O
user	O
's	O
information	O
and	O
using	O
it	O
for	O
purposes	O
they	O
deem	O
to	O
be	O
necessary	O
.	O
</s>
