Dark Patterns in Online Marketing and Electronic Commerce: Re-Contexualising the Concept of Illiteracy
Kata Kunci:
Online Shopping, E-Commerce, Digital Illiterate, Vulnerability, Dark Patterns, Caveat EmptorAbstrak
The traditional construct of illiteracy as the inability to read, write and apply computational skills in daily living has been re-defined by the rapid proliferation of e-commerce and the associated skills which has significantly modernised and shifted consumers’ operational base to a highly digitalised databases, platforms and applications. This shift is complicated by the use of captivating, sophisticated and deceptive promotional user interfaces by online shops and platforms, designed to manipulate consumers’ decisions making towards often unintended purchases. This study critiqued the traditional definition of illiteracy for failure to capture the vulnerable population of functionally digital illiterates. Considering the hardship and vulnerability state occasioned by this, the study proposes a re-contextualisation of the concept of illiteracy to include digital illiteracy. The method of research employed in achieving this purpose is purely doctrinal wherein data in its original forms are examined, collected and analysed. The findings reveal that published work in illiteracy as an aspect of vulnerability excludes digital illiteracy in spite of the exploitative patterns of e-commerce and online shopping dark patterns. The study recommends a contextualisation of illiteracy to include digital illiteracy as well as encapsulating same in relevant legal and regulatory frameworks.
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