Annotations Page 17

• An example of personality particles being derived from your Shadow Text would be the Facebook “like”, as a 2013 paper by Michal Kosinksi, David Stillwell and Thore Graepel (and quoted by Zuboff on p. 274) showed: Facebook “likes” could “automatically and accurately estimate a wide range of personal attributes that people would typically assume to be private,” among them sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender.