A cultura da performance nas plataformas algorítmicas
DOI:
https://doi.org/10.5216/ci.v25.68718Palavras-chave:
Neoliberalismo, Performance, Governança algorítmica, Plataformas, AlgoritmosResumo
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.
Downloads
Referências
ANDREJEVIC, Mark. The big data divide. International Journal of Communication, v. 8, p. 1673-1689, 2014.
BACKSTROM, Lars; KLEINBERG, Jon. Romantic partnerships and the dispersion of social ties: a network analysis of relationship status on Facebook. In: ACM CONFERENCE ON COMPUTER SUPPORTED COOPERATIVE WORK & SOCIAL COMPUTING (CSCW ‘14), 17., 2014, Baltimore. Proceedings [...]. New York: ACM, 2014. p. 831-841.
BATAILLE, Georges. La part maudite, essai d’économie générale, I: la consumation. In: BATAILLE, Georges. Œuvres complètes, tome VII. Paris: Gallimard, 1976. p. 17-179.
BECKER, Gary S. Human capital: a theoretical and empirical analysis, with special reference to education. 3. ed. Chicago and London: University of Chicago Press, 1993.
BERNSTEIN, Fred A. A corporate campus made to mirror Facebook. The New York Times, Apr 5, 2011.
BOLTANSKI, Luc; CHIAPELLO, Ève. Le nouvel esprit du capitalisme. Paris: Gallimard, 1999.
BRONSON, Nathan et al. TAO: Facebook’s distributed data store for the social graph. In: USENIX ANNUAL TECHNICAL CONFERENCE (USENIX ATC ‘13), 2013, San Jose. Proceedings [...]. San Jose: USENIX, 2013. p. 49-60.
BUCHER, Taina. The friendship assemblage: investigating programmed sociality on Facebook. Television & New Media, v. 14, n. 6, p. 479-493, 2013.
BUSINESS 2.0. 50 people who matter now. Business 2.0, Jul 2006.
CASSIDY, John. Me media. The New Yorker, May 15, 2006.
CASTRO, Julio Cesar Lemes de. Das massas às redes: comunicação e mobilização política. In: JESUS, Eduardo et al. (org.). Reinvenção comunicacional da política: modos de habitar e desabitar o século XXI. Salvador: EDUFBA/Brasília: Compós, 2016a. p. 149-166.
CASTRO, Julio Cesar Lemes de. Neoliberalismo, autoimunidade e redes sociais. Interin, v. 21, n. 1, p. 145-163, jan./jun. 2016b.
CASTRO, Julio Cesar Lemes de. Social networks as dispositives of neoliberal governmentality. Journal of Media Critiques, v. 2, n. 7, p. 85-102, 2016c.
CASTRO, Julio Cesar Lemes de. Redes sociais como modelo de governança algorítmica. Matrizes, v. 12, n. 2, p. 165-191, mai./ago. 2018.
CASTRO, Julio Cesar Lemes de. Plataformas algorítmicas: interpelação, perfilamento e performatividade. Revista Famecos, v. 26, n. 3, p. 1-24, set./dez. de 2019.
CASTRO, J. C. L. Controle via agência em plataformas algorítmicas. Galáxia, n. 44, p. 144-157, mai./ago. 2020a.
CASTRO, Julio Cesar Lemes de. Governança algorítmica e economia libidinal. In: Encontro Anual da Associação Nacional dos Programas de Pós-Graduação em Comunicação, 29., 2020, Campo Grande. Anais […]. Campo Grande: Compós, 2020b.
CASTRO, Julio Cesar Lemes de. Plataformas algorítmicas e economia da desinformação. Estudos em Jornalismo e Mídia, v. 18, n. 2, p. 91-103, jul./dez. 2021.
CCP CENTRAL COMMITTEE GENERAL OFFICE, STATE COUNCIL GENERAL OFFICE. Opinions concerning accelerating the construction of credit supervision, warning and punishment mechanisms for persons subject to enforcement for trust-breaking. Sep 25, 2016. Disponível em: https://chinacopyrightandmedia.wordpress.com/2016/09/25/opinions-concerning-accelerating-the-construction-of-credit-supervision-warning-and-punishment-mechanisms-for-persons-subject-to-enforcement-for-trust-breaking/. Acesso em: 13 abr. 2021.
CHOI, Mary H. K. Like. Flirt. Ghost: a journey into the social media lives of teens. Aug 25, 2016. Wired.
CHOU, Hui-Tzu Grace; EDGE, Nicholas. “They are happier and having better lives than I am”: the impact of using Facebook on perceptions of others’ lives. Cyberpsychology, Behavior, and Social Networking, v. 15, n. 2, p. 117-121, 2012.
COLLINS ENGLISH DICTIONARY. Definition of ”me-media”. no date. Disponível em: https://www.collinsdictionary.com/dictionary/english/me-media. Acesso em: 13 abr. 2021.
DECKERS, Erik; LACY, Kyle. Branding yourself: how to use social media to invent or reinvent yourself. Indianapolis: Que, 2010.
DHIR, Amandeep; TSAI, Chin-Chung. Understanding the relationship between intensity and gratifications of Facebook use among adolescents and young adults. Telematics and Informatics, v. 34, n. 4, p. 350-364, 2016.
DUNNE, Áine; LAWLOR, Margaret-Anne; ROWLEY, Jennifer. Young people’s use of online social networking sites – a uses and gratifications perspective. Journal of Research in Interactive Marketing, v. 4, n. 1, p. 46-58, 2010.
EHRENBERG, A. Le culte de la performance. Paris: Calmann-Lévy, 1991.
ELLISON, Nicole B.; STEINFIELD, Charles; LAMPE, Cliff. The benefits of Facebook “friends:” social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, v. 12, n. 4, p. 1143-1168, Jul 2007.
FACEBOOK. Form S-1 Registration Statement, Securities and Exchange Commission. Feb 1, 2012. Disponível em: https://www.sec.gov/Archives/edgar/data/1326801/000119312512034517/d287954ds1.htm. Acesso em: 13 abr. 2021.
FIORE, Andrew T.; DONATH, Judith S. Online personals: an overview. In: CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS (CHI ‘04), 2004, Vienna. Extended abstracts [...]. New York: ACM, 2004. p. 1395-1398.
FOUCAULT, Michel. Surveiller et punir: naissance de la prison. Paris: Gallimard, 1975.
FOUCAULT, Michel. Le sujet et le pouvoir. In: FOUCAULT, Michel. Dits et écrits, 1954-1988, tome IV: 1980-1988. Paris: Gallimard, 1994. p. 222-243.
FOUCAULT, Michel. Naissance de la biopolitique: cours au Collège de France, 1978-1979. Paris: Gallimard/Seuil, 2004.
FRIENDSTER. Testimonials. 2004. Disponível em: https://web.archive.org/web/ 20040626112848/http://www.friendster.com/info/testimonials.php. Acesso em: 13 abr. 2021.
GOFFMAN, Erving. The presentation of self in everyday life. rev. ed. New York: Anchor, 1959.
GRANOVETTER, Mark S. The strength of weak ties. American Journal of Sociology, v. 78, n. 6, p. 1360-1380, May 1973.
GRANOVETTER, Mark S. The strength of weak ties: a network theory revisited. Sociological Theory, v. 1, p. 201-233, 1983.
GROSSMAN, Lev. You – yes, you – are Time’s Person of the Year. Time, Dec 25, 2006.
GUATTARI, Félix. The three ecologies. Translated by Ian Pindar and Paul Sutton. London and New Brunswick: Athlone, 2000.
HJELHOLT, Morten; SCHOU, Jannick. Digital lifestyles between solidarity, discipline and neoliberalism: on the historical transformations of the Danish IT political field from 1994 to 2016. tripleC, v. 15, n. 1, p. 370-389, 2017.
JOHNSTON, Kevin; TANNER, Maureen; LALLA, Nishant; KAWALSKI, Dori. Social capital: the benefit of Facebook “friends”. Behaviour & Information Technology, v. 32, n. 1, p. 24-36, 2013.
KANDIAS, Miltiadis et al. Insiders trapped in the mirror reveal themselves in social media. In: LOPEZ, Javier; HUANG, Xinyi; SANDHU, Ravi (eds.). Network and system security: 7th International Conference, NSS 2013 – Madrid, Spain, June 3-4, 2013 – Proceedings. Heidelberg, Dordrecht, London and New York: Springer, 2013. p. 220-235.
KAPOOR, Revant. User retention at Pinterest: tackling an ambiguous problem. Dec 12, 2018. Medium.
KIRKPATRICK, David. The Facebook effect: the inside story of the company that is connecting the world. New York, London, Toronto and Sydney: Simon and Schuster, 2010.
KRASNOVA, Hanna et al. Envy on Facebook: a hidden threat to users’ life satisfaction? In: INTERNATIONAL CONFERENCE ON WIRTSCHAFTSINFORMATIK, 11., 2013, Leipzig. Proceedings [...]. 2013.
KRUGMAN, Paul. Why most economists’ predictions are wrong. Red Herring, n. 55, Jun 1998.
KÜCKLICH, Julian. Precarious playbour: modders and the digital games industry. Fibreculture Journal, n. 5, 2005.
LAMPE, Cliff; ELLISON, Nicole B.; STEINFIELD, Charles. Changes in use and perception of Facebook. In: ACM CONFERENCE ON COMPUTER SUPPORTED COOPERATIVE WORK (CSCW ‘08), 2008, San Diego. Proceedings [...]. New York: ACM, 2008. p. 721-730.
LAMPE, Cliff et al. Motivations to participate in online communities. In: CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS (CHI ‘10), 28., 2010, Atlanta. Proceedings [...]. New York: ACM, 2010. p. 1927-1936.
MAFFESOLI, Michel. Arcaísmo, cibercultura e reencantamento do mundo: as dobras do cotidiano tecnológico. Comunicação & Informação, v. 21, n. 2, p. 4-18, jun./set. 2018.
MEYROWITZ, Joshua. No sense of place: the impact of electronic media on social behavior. New York and Oxford: Oxford University Press, 1985.
MOHSIN, Maryam. 10 Facebook statistics every marketer should know in 2021. Oberlo.Com, Feb 16, 2021.
PEMPEK, Tiffany A.; YERMOLAYEVA, Yevdokiya A.; CALVERT, Sandra L. College students’ social networking experiences on Facebook. Journal of Applied Developmental Psychology, v. 30, n. 3, p. 227-238, May-Jun 2009.
PORTWOOD-STACER, Laura. Media refusal and conspicuous non-consumption: the performative and political dimensions of Facebook abstention. New Media & Society, v. 15, n. 7, p. 1041-1057, Nov 2013.
PUTNAM, Robert D. Bowling alone: the collapse and revival of American community. New York: Simon and Schuster, 2000.
QUAN-HAASE, Anabel; YOUNG, Alyson L. Uses and gratifications of social media: a comparison of Facebook and instant messaging. Bulletin of Science, Technology & Society, v. 30, n. 5, p. 350-361, 2010.
RADER, Emilee; GRAY, Rebecca. Understanding user beliefs about algorithmic curation in the Facebook news feed. In: CHI CONFERENCE ON HUMAN FACTORS IN COMPUTING SYSTEMS (CHI ‘15), 33., 2015, Seoul. Proceedings [...]. New York: ACM, 2015. p. 173-182.
ROMERO, Daniel M. et al. Influence and passivity in social media. In: GUNOPULOS, Dimitrios et al. (eds.). Machine learning and knowledge discovery in databases: European Conference, ECML PKDD 2011, Athens, Greece, September 5-9, 2011, Proceedings, part III. Heidelberg, Dordrecht, London and New York: Springer, 2011. p. 18-33.
SCHOFIELD, Philip. Holiday destination chosen based on how “Instagrammable” the holiday pics will be. Apr 3, 2017. Disponível em: https://www.schofields.ltd.uk/blog/5123/two-fifths-of-millennials-choose-their-holiday-destination-based-on-how-instagrammable-the-holiday-pics-will-be/. Acesso em: 13 abr. 2021.
SCHULTZ, Theodore W. Investment in human capital. American Economic Review, v. 51, n. 1, p. 1-17, Mar 1961.
SHIRKY, Clay. Here comes everybody: the power of organizing without organizations. London: Allen Lane, 2008.
SMOCK, Andrew D. et al. Facebook as a toolkit: a uses and gratification approach to unbundling feature use. Computers in Human Behavior, v. 27, n. 6, p. 2322-2329, Nov 2011.
SNAPE, Adam. Over three quarters of Brits say their social media page is a lie. Apr 6, 2016. Disponível em: https://web.archive.org/web/20160410081857/http://www.custard.co.uk/over-three-quarters-of-brits-say-their-social-media-page-is-a-lie/. Acesso em: 13 abr. 2021.
STERN, Marlow. “Black Mirror” creator Charlie Brooker on China’s “social credit” system and the rise of Trump. Oct 27, 2016. Disponível em: http://www.thedailybeast.com/black-mirror-creator-charlie-brooker-on-chinas-social-credit-system-and-the-rise-of-trump. Acesso em: 13 abr. 2021.
TOFFLER, Alvin. The Third Wave. New York: Bantam, 1981.
TURKLE, Sherry. Alone together: why we expect more from technology and less from each other. New York: Basic Books, 2011.
WALTHER, Joseph B. et al. The role of friends’ appearance and behavior on evaluations of individuals on Facebook: are we known by the company we keep? Human Communication Research, v. 34, n. 1, p. 28-49, Jan 2008.
WANG, Shaojung Sharon et al. Face off: implications of visual cues on initiating friendship on Facebook. Computers in Human Behavior, v. 26, n. 2, p. 226-234, Mar 2010.
WILSON, Edmund. To the Finland Station: a study in the writing and acting of history. Garden City: Doubleday Anchor, 1940.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Os autores dos trabalhos publicados na revista Comunicação e Informação retêm os direitos autorais sem restrições e concedem à revista o direito de primeira publicação, com o trabalho simultâneo licenciado sob a Licença Creative Commons Atribuição-NãoComercial que permite o compartilhamento do trabalho para fins não comerciais com reconhecimento da autoria e o privilégio de publicação primeiramente por esta revista. Caso o texto venha a ser publicado posteriormente em outro veículo, solicita-se aos autores informar que o mesmo foi originalmente publicado como artigo na revista Perspectiva, bem como citar as referências bibliográficas completas dessa publicação.
Os direitos autorais dos artigos pertencem aos autores e o conteúdo dos artigos assinados é de responsabilidade exclusiva dos autores.
A revista se reserva o direito de efetuar, nos originais, alterações de ordem normativa, ortográfica e gramatical, com o intuito de manter o padrão culto da língua, respeitando, porém, o estilo dos autores.
A revista também se reserva o direito de traduzir o artigo, no todo ou em parte, para o inglês ou para o português, dependendo do idioma em que o artigo tenha sido escrito originalmente.
