Technical jargon: What does "shadowing" actually mean?

Everyone knows the feeling of being followed. We humans have a sense of it; we notice when we are being watched. On the highway, on the train, in the bar or in the office: as soon as this feeling comes over us, we look up - and usually the suspicion is confirmed. Recently, this has also become increasingly the case in digital life. We are being watched without even wanting to be. Or to use the technical jargon: We shadow and are shadowed.

Big brother is watching you

To notice if you are being shadowed, you don't need psychic abilities, neither in real nor in virtual life. A good eye and a sound mind are perfectly sufficient. Our eyes cover a field of vision of up to 270 degrees. If someone observes us in this field, the cells in our temporal lobe react immediately and we look the person directly in the eyes: "Waswotsch?"

In the digital world, it's a bit more complicated. Anyone who is annoyed that their search terms, preferences and behavior online are leading to search results, posts or ads being tailored more and more precisely to their needs should not be surprised, but should perhaps read the terms and conditions or cookie warnings. Those who are happy about the individualized echo chamber are rewarded with all kinds of incentives, bargains and special offers, but they are also caught in an endless loop between supply and demand. After all, that's precisely the goal of digital advertising, and it's possible because we trample through the digital landscape like elephants, leaving huge traces behind. Recently, even on municipal websites and in recruiting. "They've been shadowing me for a while now" is still a statement at the moment that shows how in demand someone is on the job market. Let's just hope that this feeling doesn't turn into paranoia at some point.