A cultura da performance nas plataformas algorítmicas
DOI :
https://doi.org/10.5216/ci.v25.68718Mots-clés :
Neoliberalismo, Performance, Governança algorítmica, Plataformas, AlgoritmosRésumé
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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