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A 360-degree view on face recognition camera surveillance : What are the effects of the messaging strategy and environment type on the effectiveness of face recognition?

Strikker, Roy (2020) A 360-degree view on face recognition camera surveillance : What are the effects of the messaging strategy and environment type on the effectiveness of face recognition?

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Abstract:This current study examines the effects of the messaging strategy (aggressive vs humour vs no-information) and environment type (high-threat vs low-threat) on the effectiveness of face recognition camera surveillance. The effectiveness is measured by safety feeling, feeling of being at risk, privacy perception, general attitude, intention of the policy makers and interpretation of an ambiguous situation. After conducting two pre-tests and a focus group meeting to validate the stimulus material, the authors examined 108 participants in a 2 (environment type) x 3 (messaging strategy) experiment. Respondents were randomly assigned to one of the six conditions and filled in a questionnaire. The results showed a significant main effect of messaging strategy and significant effects on privacy perception and general attitude. This means that people evaluate the situation with no information about face recognition surveillance more positive on privacy perception and general attitude than a situation where they were faced with a humorous strategy or aggressive strategy. Besides, the results demonstrated a significant main effect of environment type and significant effects on the feeling of being at risk and the perceived intention of the controllers. This means that the perceived intention of the policy makers was more positive at a high-threat environment than at a low-threat environment. Furthermore, people felt more at risk at the high-threat environment than at the low-threat environment. Additionally, the results showed that there was an interaction effect on privacy perception, which means that an aggressive messaging strategy caused a more positive privacy perception in the environment with a high-threat in contrast to an aggressive strategy in the environment with a low-threat. Also, there was a marginal interaction effect on safety feeling, which means that a humorous messaging strategy in the environment with a high threat, caused a more negative safety feeling, in contrast to a humorous strategy in the environment with a low-threat. The findings are not directly in line with previous literature, which means that some discussion points came up, leading to suggestions for future research. One of the recommendations is to make use of humorous information about face recognition cameras in less threatening situations where cameras are not expected, because the respondents felt safer when they were confronted with humorous information at the situation with a low threat, in contrast to humorous information at the situation where the threat was high. Further recommendations will be discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/80456
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