The Hawthorne Effect and Digital Privacy
Wife looking at her tablet and commenting to husband over coffee: "My goodness, one little Google search and now all the ads in my feed are for arsenic and cyanide."
~ Dave Coverly, "Speed Bump" GoComics, 2 July 2020, https://www.gocomics.com/speedbump/2020/07/02
Not a day goes by without reminders that our every action is being monitored. This might appear as ads in our feeds after a simple search or based on our locations, or as suggestions from our virtual assistants who are always listening. Perhaps you posted something on social media, and then your feed filled with related content. For instance, after you exasperatedly post "I need a vacation!", your feed becomes flooded with travel influencers and vacation ads. Upon reflection, we realize that this constant monitoring leads us to change our behaviors, a phenomenon known as the Hawthorne Effect.
The Hawthorne Effect
The Hawthorne Effect is a psychological phenomenon where individuals modify their behavior simply because they know they are being observed. First identified in the 1920s during experiments at the Hawthorne Works factory, workers increased productivity when researchers watched them, not necessarily because of changes in working conditions, but due to the awareness of scrutiny. This concept goes beyond factory floors and offers a lens to understand how observation influences actions in various settings.
Why does this matter? In contexts ranging from oppressive surveillance states to today's digital landscape, the knowledge of being watched can reshape how people speak, work, and connect. This blog post explores the Hawthorne Effect through two lenses: Soviet-era Russia and the modern digital era. It reveals the profound implications for digital privacy and individual freedom.
The Hawthorne Effect at Scale: Soviet Era Russia
During Joseph Stalin's reign (1924 to 1953), the Soviet Union operated as a surveillance state where the NKVD (secret police) infiltrated daily life through informants, wiretaps, and intercepted mail. The ever-present threat of deportation to gulags, harsh labor camps, loomed over citizens and created a climate of fear and mistrust.
This pervasive observation triggered widespread behavior changes:
- Increased caution in public speech and writing: People avoided political discussions or criticism of the regime, even in private. Letters and diaries were carefully worded to evade suspicion and reflected a deep self-censorship driven by the fear of being caught.
- Changes in work habits and productivity: Workers exaggerated their diligence and strove to appear loyal and productive. Falling short could be interpreted as disloyalty or sabotage, punishable by exile or worse.
- Shifts in social relationships and networks: Trust dissolved as anyone, a neighbor, friend, or family member, could be an informant. Many distanced themselves from others and fractured social bonds to minimize risk.
In Soviet Russia, the Hawthorne Effect operated at a societal level. Constant surveillance didn't just monitor behavior. It fundamentally altered it, often at the expense of authenticity and community.
The Hawthorne Effect in the Digital Era
Fast forward to today, where digital surveillance by governments, corporations, and peers shapes our online lives. From tracking cookies to social media algorithms, the sense of being watched is inescapable. This awareness subtly (or not so subtly) changes how we act online.
Consider these examples:
- Google's search history data: Analysis reveals users avoiding sensitive searches, such as health concerns or political dissent, when they suspect their queries are tracked. Over time, people adjust their curiosity to fit a safer profile and mirror the caution seen in Soviet citizens.
- Studies on monitored behavior: A 2016 study found that internet users in high-surveillance countries altered their browsing habits to avoid government scrutiny. Similarly, awareness of corporate data collection, for example by Facebook or Amazon, prompts users to tweak their online activity and favor conformity over exploration.
The digital era's Hawthorne Effect doesn't require a gulag's threat. The quiet knowledge that every click, post, or search is observed and stored is enough.
Moreover, recent government actions have intensified this dynamic. For instance, in early 2025, the UK government issued a secret order under the Investigatory Powers Act demanding that Apple create a backdoor to access end to end encrypted data stored in iCloud, specifically targeting Apple's Advanced Data Protection (ADP) feature. ADP uses end to end encryption to ensure that only the account holder can access their iCloud backups, photos, notes, and other sensitive data, meaning even Apple cannot decrypt the content. The UK's demand sought “blanket capability” to view this encrypted material for any Apple user worldwide, not just those in the UK. Apple refused to comply, stating that it would “never build a backdoor” into its products, as doing so would undermine security for all users and create vulnerabilities exploitable by malicious actors. Instead, Apple disabled ADP for new users in the UK starting February 21, 2025, and plans to phase it out for existing users, meaning UK users' iCloud data will no longer benefit from end to end encryption.
This case highlights the tension between government surveillance and individual privacy. The UK government argues that access to encrypted data is necessary for national security and combating serious crimes, such as child exploitation. However, critics warn that creating a backdoor for one government would lead to demands from others, including authoritarian regimes, and that no backdoor can be “secure”, since it could be exploited by hackers or foreign adversaries. Apple's decision to disable ADP rather than comply reflects its commitment to privacy but underscores a stark choice: weaken security for all or withdraw privacy features from certain markets.
Similarly, Sweden has recently joined the fray, with a proposed bill that would require encrypted messaging apps like Signal to create backdoors for law enforcement to access message histories of suspected individuals. Signal, renowned for its commitment to end to end encryption and user privacy, has taken a firm stand against this. Meredith Whittaker, President of the Signal Foundation, has stated that Signal would rather exit the Swedish market than compromise its encryption standards, emphasizing that a backdoor would “break the encryption that is the basis of our entire business.” This echoes Signal's earlier response to the UK's Online Safety Act in 2023, where Whittaker issued a similar ultimatum, leading the UK to back down after Signal and Meta (WhatsApp's parent company) threatened to withdraw services.
These examples illustrate the global nature of the encryption debate and the growing resistance among tech companies to government overreach. They also demonstrate how the awareness of potential surveillance, even if not yet implemented, can alter behavior. Users, knowing that their private messages or data could be accessed, may avoid sensitive topics, curb dissent, or conform online, mirroring the caution of Soviet citizens.
Digital Censorship and the Hawthorne Effect
Digital censorship through content moderation, account bans, or algorithmic suppression takes the Hawthorne Effect a step further. When observation carries consequences, behavior shifts become more pronounced.
Here's how:
- Self-censorship: Users dodge controversial topics to avoid backlash. On platforms like Twitter, discussing divisive issues, for example politics or religion, risks public shaming or account suspension, so many opt for silence.
- Social conformity: The pressure to fit in grows as dissenting voices face punishment. People align with group norms, even if privately skeptical, to maintain social standing or avoid being canceled.
Real-world examples highlight this dynamic:
- During the COVID-19 pandemic, platforms like Facebook and Twitter banned or flagged users questioning government responses or vaccine policies. This led to widespread self-censorship as individuals feared losing their digital presence or facing public scorn.
- A 2020 Reddit study showed users in heavily moderated subreddits hesitated to post dissenting opinions and conformed to avoid bans or downvotes.
Censorship amplifies the Hawthorne Effect by pairing observation with punishment. It pushes users to prioritize safety and acceptance over honest expression. In the face of these challenges, citizens are not powerless. They can speak out directly and by supporting organizations like the Electronic Frontier Foundation (EFF), which advocates for digital privacy and free expression, individuals can push back against government overreach and work towards a future where honest expression is not sacrificed for safety.
Steps to Counteract the Hawthorne Effect: a Privacy Toolbox
The Hawthorne Effect thrives on the feeling of being constantly observed, subtly altering how we act and express ourselves. As technology evolves, so must our strategies to reclaim spaces where we can live freely, unobserved. A powerful way to push back is by adopting privacy-preserving tools that block trackers, encrypt data, and restore control over our digital lives. These aren't just technical fixes, they're steps toward autonomy and freedom.
To make this practical, I've mixed in examples from my Privacy Toolbox, guided by principles that prioritize privacy, usability, and cross-platform support. Here's how you can start your privacy journey today and counteract the chilling effects of surveillance:
Start with the Basics
Switching to privacy-forward alternatives can feel daunting, but small steps add up. Here are some standout tools from your list to get going:
- Brave Browser: Ditch Chrome or Safari for a browser that blocks ads and trackers by default. Pair it with Brave Search or Startpage to keep your searches private; no profiling, no data mining.
- Signal Messenger: Replace SMS or Google Voice with end to end encrypted messaging. Only you and your recipient see the conversation.
- ProtonMail: Swap Gmail for an email service that encrypts your inbox, so even Proton can't peek.
- 1Password: Move from LastPass to a password manager that secures your logins across all devices, because strong, unique passwords or passkeys are a privacy cornerstone.
Layer Up for More Control
Your toolbox shines when tools work together. These picks build on the basics and align with your focus on daily use and accessibility:
- ProtonVPN: Hide your browsing from prying eyes with a VPN that's easy to use on Windows, MacOS, iOS, or Android.
- GrapheneOS: For the privacy enthusiasts with Android devices, this smartphone OS strips away Google's tracking and is far more secure than standard Android.
Why It Matters
These tools aren't just about hiding. They're about protecting everything worth safeguarding: your thoughts, your conversations, your freedom to be yourself. Start small, swap your browser, try a new messenger, or secure your email. Each choice chips away at the power of the Hawthorne Effect, reducing that sense of being watched.
For the full list and more ideas, dive into the Latest Privacy Toolbox.
Remember, we may not have anything to hide, but everything to protect.
