La Cultura de la Performance en Plataformas Algorítmicas
DOI:
https://doi.org/10.5216/ci.v25.68718Palabras clave:
Neoliberalismo, Performance, Gobernanza algorítmica, Plataformas, AlgoritmosResumen
Este artículo de articulación teórica, respaldado por investigación bibliográfica, establece un paralelo entre la gobernanza algorítmica y la cultura de la performance que caracteriza la subjetividad neoliberal. El se propone mostrar que, por su tecnología, su modelo de negocio y su inserción en el contexto social de nuestro tiempo, las plataformas controladas por grandes corporaciones, como Facebook, son entornos mediáticos privilegiados para la manifestación de esta cultura. Además, las modalidades de inducción de comportamiento dentro de las plataformas, vinculadas a las que operan en la sociedad en general, imprimen un carácter impositivo a esta cultura, aunque los usuarios de las plataformas conserven una relativa autonomía. Se señalan ocho imperativos de performance diferentes: conectividad, visibilidad, agencia, plasticidad, rendimiento, goce, mensurabilidad y normatividad. Todos se combinan y se superponen de diversas formas, ya que no se entienden como fenómenos discretos, sino como facetas de un único fenómeno.
Descargas
Citas
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.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
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.
