BIG SOCIAL DATA: LÍMITES DEL MODELO NOTICE AND CHOICE PARA LA PROTECCIÓN DE LA PRIVACIDAD.

Big data challenges personal data protection (Boyd, 2012). This paper is a contribution to the debate about the validity of the privacy self-management paradigm prevailing in western countries. I point out some limitations of the model notice and choice in which that paradigm is based in relation to the logic of big data processing. I also analyze the alternative model proposed by Solove (2013), to explain why it is not essentially different from notice and choice model. Finally, I expound on the necessity of developing a model which could be coherent with the logic of big data and its impact in privacy, both individual and collective. [ABSTRACT FROM AUTHOR]