Consumer Culture and Surveillance Capitalism: buying behavior in the context of Digital Platformization
DOI:
https://doi.org/10.5216/sec.v28.79568Abstract
This article examines the impact of digital platformization and e-commerce on contemporary consumer culture, emphasizing surveillance mechanisms in purchasing behavior. The theoretical
framework is based on discussions from Sociology and Anthropology, establishing an analytical framework on consumption and commerce dynamics in the digital age. The methodology combines qualitative analysis of consumption practices with Brazilian and global statistical data on e-commerce domains. Results show that consumption
digitalization has intensified surveillance processes, with digital platforms systematically collecting and monetizing user data for advertising and service personalization, thus consolidating surveillance capitalism. The conclusion points to the need for a comprehensive sociological approach that considers the intersection between technology, economy,
and society, aiming to understand how e-commerce reconfigures consumption practices and social behavior in the digital age.
Keywords: consumer culture; digital platformization; surveillance
capitalism; control; e-commerce.
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