Abstract: The changing nature of new media ecology has prompted concerns about privacy in social media environments. However, little is known about pre-service teachers' insights into online privacy despite them playing a key role in educating future generations. Drawing on in-depth interviews with Finnish pre-service teachers (N=14), this study addresses this knowledge gap by exploring their understanding of privacy in social media environments. The qualitative content analysis revealed that pre-service teachers were taking conscious acts when they posted self-produced content in diverse social media services. In addition, pre-service teachers recognized some of their data traces, but had more limited understandings of inferred data, including recognizing how profiling, clustering, and modeling are used for commercial profit. The paper concludes with a discussion of how teacher education should respond to the challenges posed by artificial intelligence and the datafication of everyday life. ; final draft ; peerReviewed
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