When designing material to enhance awareness of digital privacy among older adults, communication needs must be considered. This age group has different experiences adapting to technology than younger generations, experiences different vulnerabilities with technology, and uses different communication channels that feel safe and accessible. This audience profile focuses on identifying expectations, styles, and genres that would be most appropriate for educating older adults on privacy risks today.
Older adults (generally considered to be age 60 and older) are becoming increasingly present online, although they digitally navigate with much more hesitance and possess lower digital literacy than younger cohorts. (Pew Research Center, 2019) states that older adults are more concerned about the issue of data available to large technology companies than younger generations, but also feel that they cannot protect themselves. This paradox of concern opens the door for communication that informs, while also feeling reassuring. As a result, messages must be constructed to be clear, calm, and empowering. Technical language should be avoided, and a tone of warning should be absent. Constructing vivid and practical examples that outline the next steps to be taken should be the focus of the communication, as older adults typically feel there is a lack of accessible digital privacy.
The second major consideration is vulnerability. (Zuboff, 2019) states the construct of surveillance capitalism illustrates how the digital system extracts behavioral data insidiously and continuously. Older adults, people who did not grow up saturated in algorithmic systems, may not know their behavioral data is being captured or how this data extraction occurs. Thus, tone and diction should focus on transparency and autonomy. They need to gain comprehension not only on the what and how, but also the importance of the action. The communication should try to maintain a dignified rapport through the use of respectful and patient interaction, avoiding the use of complex language, which may suggest and be taken as an abuse of authority, or show signs of paralyzing the person to a state of inactivity. The audience needs reassurance and formal control, due to the emotional and personal reflections on the loss of privacy and the harms of surveillance that most people endure.
When it comes to the preferred format of communication, it is worth mentioning that elderly adults tend to prefer traditional and tangible communication methods. They also prefer to receive these methods in public spaces, which they already frequently visit. Things like printed pamphlets, flyers, or short brochures allow the users to read the content at their own pace, are able to revisit and reflect on the resource multiple times, and are able to share it with their peers or family. As noted by (Pew Research Center, 2019) a considerable number of older adults truly continue to rely on offline information, giving printed information a familiar and credible use. Information must also include infographics that are easy to grasp, have step-by-step instructions, and have important phrases in bold to allow readers who differ in levels of vision, or have a decline in the processing speeds of their cognitive functions, to still have a good experience.
The written style should be formal-informative but also feel inviting so that readers do not feel fearful of the material. Use of short segments of text, appropriate subheadings, and basic sentence structure all add to the ease of reading. As older adults often appreciate structured guidance, the document might be most effective with some combination of numbered lists and checklists that detail essential privacy strategies, such as learning to recognize phishing links, turning off unnecessary app permissions, and/or changing their privacy settings. In keeping with (Zuboff, 2019) emphasis on user autonomy, the protection of privacy should be framed not as staying on top of current technologies. Rather, it should be presented as a matter of maintaining one’s dignity and control over personal choices as an independent.
Also, communication should acknowledge older adults’ social needs, as many older adults only use technology to communicate with family and manage their health appointments. This should help to alleviate concerns that privacy protection will require the loss of these needed technologies; rather, privacy protection offers new, safe ways to use these technologies. Use of everyday situations such as social media oversharing, being the target of tailored advertising after a health-related conversation, and receiving unsolicited and often harmful spam emails, helps to make privacy protection relevant and more understandable.
Lastly, older adults appreciate credibility, and including references to trustworthy institutions strengthens credibility. Exuding confidence and encouraging engagement with the recommended protective strategies helps communicate the serious threat to privacy, using empirical research from Pew and a scholarly approach from Zuboff, without surpassing the serious nature of the privacy issues.
The best way to communicate with older adults about their digital privacy concerns is a pamphlet or printed brochure with an empathetic, clear, and encouraging tone. The effective communication of research and the actionable suggestions will empower older adults to be more involved and digitally literate in a world where their data is constantly mined and manipulated.
References
Pew Research Center. (2019). Americans and privacy: Concerned, confused and feeling lack of control. Pew Research Center.
Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. PublicAffairs.
