Platformization and the use of information for the creation of consumption response

Abstract

We live in a society in which the existence is directly associated with the visibility of the individuals. The narrative constructions that validate these processes work with images and videos that project and build our experiences on multiple digital platforms. Through them it is possible to map part of our actions and interactions. These data are valuable indicators of our social and emotional behavior in the face of many themes and situations. Digital platforms use this information in the dynamic of data capitalism, extracting value from automated collection mechanisms operated by algorithmic subjects. Through the Big Data organization, consumption patterns are stimulated through customized deliveries for certain groups of interconnected people. This study shows the characteristics of this process operated in heterotopic environments in which space-time is operated by the platform logic. In addition to that, an overview will be presented on how this artifice became possible because of the need for relevance in which the individual’s autonomy in networks is proportional to their submission to the rules of surveillance and economic exploitation. Through this premise, this study also presents recent data on the trust relationship of Brazilians in these digital platforms that, paradoxically, occupy a prominent place as a primary source of information for a large part of the population in Brazil.