O efeito filtro bolha: como dispositivos de vigilância digital convertem usuários em produtos

Abstract

This thesis wants raise a discussion about how digital surveillance mechanisms changes the way of information distribution at cyberspace, to create reflections about the directions of digital communication. With the growing demand for softwares that translates users in order to generate knowledge about what kind of potential consumers these individuals may be, there is a scenario where each trail left in cyberspace can be captured for the machine to create a profile of individuals. The uncomfortable question lies in the fact that to each click, there is a categorization that the machine will impose to each user, creating a dictatorship of "you are what you click" when in reality human subjectivity cannot be read by algorithms and interpreted by intelligent agents - a term that represents the machine with personality, creating autonomous actions and making decisions by the human. As a result of extrapolation of computer guiding, suggesting and choosing paths for the user, we have the filter bubble phenomenon where, from the categorization of people, there is a control which creates a dynamic where you can only enter similar data, familiar and comfortable - hardly user will have contact with different information than that shown previously interests. Filter bubble makes even more sense when we analyze the operation of the Google search engine and social network Facebook, as these companies constitute in ideal terrain for advertisers buy information about personal data of its users and thus find extremely consumers well-targeted network.