Abstract
Ethical principles, such as privacy, autonomy, and human rights, have been published to govern ethical data extraction and mining. These principles aim to protect individuals from unlawful data extraction for research, development, and other purposes. While these principles are necessary to protect individuals against unlawful data extraction and mining, I argue that they do not, in practice, provide solid foundations for a human-centred approach to data extraction, given the exponential growth of surveillance capitalism and data colonialism. I contend that it is best to reorient data-driven corporations to approach data extraction from a human-centred perspective, guided by collectivist principles, such as care, human dignity, and beneficence, which I develop from Ubuntu-centred African relational moral theory. I show how these principles can contest current principles, such as respect for autonomy, privacy, and human rights, to guide a human-centred approach to data extraction.