Abstract:
There is a move towards a future in which consumers of technology are untethered from the devices and technology
use becomes subliminal. With this increasing device opacity, loss of user control and increasing device autonomy, there
are calls for more research on users’ privacy and freedom of choice. There are, however, key figures in the creation of
modern technologies who suggest that consumers are informed of the implications of the use of these technologies or,
that consumers use the technologies willingly. This paper examines, using Critical Discourse Analysis, two genres of
IT-related communication viz. a speech made by the CEO of Facebook, the largest social-networking site and, the privacy
policy document of Truecaller, said to be the most-downloaded app in Africa. Furthermore, 25 Sub-Saharan African users
were interviewed on their use and understanding of smartphones. The analysis reveals concerns of consumers regarding
the absence of choice, a lack of knowledge and information privacy erosion are not unfounded. The results show also
that with the speech and policy document alike, there was information that was distorted or omitted. The conclusion
was that the discourses surrounding context-awareness, through confusion, misrepresentations, false assurances and
illegitimacy, contribute to information imbalances and asymmetry but most importantly, an uninformed consumer.
