Digital Personhood: Digital Prosumer -- Establishing a 'Futures Market' for Digital Personhood Data

随着网络数字技术变得越来越普遍和多样化，有可能收集通过互联网产生的个人数据，并收集有关个人消费模式和生活方式行为的不同方面或角色的信息。这种数字足迹构成了他们的数字身份，即他们的数字人格。目前，人格数据是碎片化的，驻留在互联网上的各种存储库中。“三大”互联网公司——b谷歌、Facebook、Twitter——和其他类似的组织一直在自由地挖掘、分析数据，最重要的是，将其货币化，这被认为是数据公地的一部分。例如，b谷歌获取有关其搜索引擎用户的数据，并将其货币化，从而使其大部分收入来自有兴趣接触b谷歌在线用户的广告商。这种以广告为中心的商业模式的一个缺点是，技术中介只捕获了数字人物的一小部分，而不是个人的整个个人数据记录或数字人物。此外，个人数据被第三方货币化的个人无法控制收集过程以及随后对其数字个人数据的利用。这个大胆而颠覆性的提议所面临的挑战是，通过在一个新的可交易的人格“期货市场”中利用和开发他们的数字自我的经济价值，赋予公民产消者——既生产又消费数据的公民——权力。具体来说，该项目将开发一个“微角色交换”，构建角色期货产品和管理系统应用程序，使产消者能够将他们的个性数据货币化。该项目的成功将刺激世界领先的研究活动，涉及人物产品和交易流程的设计，包括正在开发的用于挖掘数字人物数据的新型智能数据分析技术。该项目还将考虑如何在法律上建立数字个人数据的“期货市场”。谁拥有个人的数字人格数据目前是一个悬而未决的问题，存在诸如财产权与隐私权的适用性以确保数据保护等问题。组织和法律基础设施都需要适应这种转变，以成功发展可持续的以消费者为中心的商业和经济模式。法律框架将特别确保专业消费者能够选择一个管理员（即数字专业消费者交易助理），他将在交易时充当他们和微观角色交换之间的中介。考虑到这一点，该研究将提出一份《消费者保护法》草案。该项目有可能为英国数字经济释放巨大的经济价值，创造新的收入来源，并重新分配有利于产消者的财富。英国将有机会率先建立一个创新的国际期货市场，从而成为全球参与者、领导者和创新者，这可能是一个关键的新兴行业，即数字消费期货。

As networked digital technologies become more pervasive and diverse, it is possible to collect personal data generated across the Internet and to gather information on the different facets or personas of a person's patterns of consumption and lifestyle behaviours. This digital footprint constitutes their digital identity, i.e. their Digital Personhood. Currently, personhood data is fragmented, residing in various repositories across the Internet. It has been considered to be part of the data commons that the 'Big 3' Internet Companies -- Google, Facebook, Twitter-- and other similar organisations have been freely data mining, analysing and, crucially, monetizing. Google, for example, captures data about its search engine users and monetizes it to generate most of its revenue from advertisers who are interested in reaching out to Google's online users. A shortcoming of this advertisement centric business model is that technology intermediaries capture only a small subset of Digital Personas rather than an individual's entire personal data record or Digital Personhood. Furthermore, the individual whose personal data is being monetized by third-parties has no control on the collection process and the subsequent exploitation of his/her digital personhood data. The challenge of this bold and disruptive proposal is to empower citizen prosumers -- citizens who both produce and consume data -- by utilising and exploiting the economic value of their digital self in a new tradeable 'futures market' in personhoods. Specifically the project will develop a 'micro-Persona eXchange', building persona futures products and management system applications to enable prosumers to monetize their personhood data. The success of this project will stimulate world leading research activity concerning the design of persona products and trading processes, including the ongoing development of novel intelligent data analysis techniques for mining digital personhood data.The project will also consider how a 'futures market' for digital personhood data will be established in legal terms. Who owns an individual's digital personhood data is currently a moot point, with questions such as the suitability of property rights vs privacy rights to ensure data protection. Both organisations and the legal infrastructure need to accommodate this shift for the successful development of sustainable prosumer-centric business and economic models. The legal framework will notably ensure that the prosumer will be able to choose a curator (i.e a digital prosumer trading assistant) who will act as an intermediary between them and the micro-Persona eXchange when trading. With this in mind, the research will propose a draft for a Prosumer Protection Act.The project has the potential to unlock substantial economic value for the UK Digital Economy, generating new revenue streams, and redistributing wealth in favour of the prosumer. The UK will have an opportunity to take the lead in establishing an innovative international futures market and thus be a global player, leader and innovator in what could be a key emerging industry i.e. Digital Prosumer Futures.