Joseph Turow is the Robert Lewis Shayon Professor of Communication at the Annenberg School for Communication at the University of Pennsylvania. His research specialises in marketing, new media and privacy. A 2005 New York Times Magazine article referred to him as âprobably the reigning academic expert on media fragmentation." In 2010, the New York Times called Turow âthe ranking wise man on some thorny new-media and marketing topics."
From 1999 onward, his national surveys of the American public on issues relating to marketing, new media, and society have received a great deal of attention in the popular press as well as in the research community. In 2015, for example, he and two colleagues (Michael Hennessy and Nora Draper) brought evidence from a representative national telephone survey of Americans to support their hypothesis that internet marketers are incorrect when they assert Americans give up their data after rational analyses of the benefits and privacy costs of doing that. Rather, Americans give up their data because they are âresignedâ to not being able to control data about them even though they want to do it. The findings started a wide-ranging discussion in the general press, the marketing trade press, and at the Federal Trade Commission.