Resumen:
In order to personalize news, the media must collect data from the audience. Media can establish a ¿datawall¿ for this task, which requires readers to share information to benefit from these valuable services. However, this may mean the loss of anonymity, and audience members may feel they are placing their privacy at risk. In this research, using data from the Digital news report 2016, we observe that online news audiences in Spain are worried about the privacy risks related to accessing personalized news. Their level of concern varies depending on demographic characteristics or how they access digital news. Media companies should take audience concerns into account because they do not want to lose audience trust in the process of capturing personal information for big data strategies.
