A cultura da performance nas plataformas algorítmicas

Autores

DOI:

https://doi.org/10.5216/ci.v25.68718

Palavras-chave:

Neoliberalismo, Performance, Governança algorítmica, Plataformas, Algoritmos

Resumo

Este artigo de articulação teórica, apoiado em pesquisa bibliográfica, traça um paralelo entre a governança algorítmica e a cultura da performance que caracteriza a subjetividade neoliberal. Ele propõe-se a mostrar que, em virtude de sua tecnologia, de seu modelo de negócios e de sua inserção no contexto social de nossa época, as plataformas controladas por grandes corporações, como o Facebook, constituem ambientes midiáticos privilegiados de manifestação dessa cultura. Ademais, as modalidades de indução de comportamento no interior das plataformas, articuladas àquelas atuantes na sociedade em geral, imprimem a tal cultura um cunho impositivo, ainda que os usuários das plataformas preservem uma relativa autonomia. São apontados oito diferentes imperativos de performance: conectividade, visibilidade, agência, plasticidade, rendimento, gozo, mensurabilidade e normatividade. Todos eles combinam-se e sobrepõem-se de vários modos, posto que não são entendidos como fenômenos discretos, e sim como facetas de um único fenômeno.

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Biografia do Autor

Julio Cesar Lemes de Castro, Universidade de São Paulo (USP), São Paulo, São Paulo, Brasil, julio@jclcastro.com.br

Laboratório de Teoria Social, Filosofia e Psicanálise (Universidade de São Paulo), São Paulo, Brasil.

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Publicado

2022-10-28

Como Citar

LEMES DE CASTRO, J. C. A cultura da performance nas plataformas algorítmicas. Comunicação & Informação, Goiânia, Goiás, v. 25, p. 693–718, 2022. DOI: 10.5216/ci.v25.68718. Disponível em: https://revistas.ufg.br/ci/article/view/68718. Acesso em: 30 maio. 2024.