A gap, known as the privacy paradox, often exists between peoples' privacy concerns and the actions they take to protect their privacy. This thesis investigates how a small sample of undergraduate students perceive their online privacy, the measures they take to protect their online privacy, and the reasons for their action/inaction. In so doing, it seeks to ascertain whether the findings of Hinds et al.'s (2020) regarding Facebook users' perceptions of online privacy issues are replicable among a sample of undergraduate students who are regular users of Instagram. Interviews with 20 undergraduate students were conducted to gather information about their online privacy concerns, their attitudes toward social media platforms collecting their information, and the privacy protection strategies they employ. The findings suggest that in enacting protection strategies, the participants delineate between both social and institutional conceptions of privacy, and the notion of privacy as a right requiring protecting versus viewing privacy as a negotiable commodity. This, in turn, suggests a possible need to re-consider how privacy-related education is approached as well as privacy policy.

That data is being collected surely, does not come as a surprise to users. Although, the question that should be asked today goes more in the lines of, do we know to what extent? Do we need to be aware? Is it bad, is it good? Big data collection is a worm hole of endless discussion and general complexity but is at the same time essential to understand to some degree. This study tries to examine how Meta, as one of the biggest companies today, pushes material in their newsflow in relation to how audiences perceive data collection as a phenomenon. Through theoretical foundation and previous research it is argued how negligence and unawareness can present itself unhealthy in the dynamic of how data is collected. This is illustrated through qualitative methods using thematic analysis by interviews and qualitative analysis of text. Results came to show that there is an interesting point to make in the data dynamic where negligence and unawareness might be a fact.

In a time when internet connection is a central part of our everyday lives and wherewe constantly communicate through digital aids, a possible threat has arisen. Surveillance by commercial companies tracks most of what we do on their websites and then stores that data so that, for example, in the future companies can market specific goods that the user has previously looked at. The data collected by a specific supplier is not always saved for that specific company’s use only. The data is also used as a commodity between different online suppliers, the trade itself turns over billions of Swedish kronor every year. The purpose of this study is to examine young adults aged 20-30 (also called digital natives) knowledge, opinions, and thoughts regarding surveillance on the internet for commercial purposes. The study wants to find out what knowledge they say they have, what opinions they have and whether they adapt to the phenomenon by, for example, using VPN services or the like. Previous research in the field has shown that young people do not possess a deep knowledge of the subject and that they rarely adapt to any great extent to the phenomenon. The theoretical framework addresses both the user's and the supplier's perspective. The framework introduces surveillance and integrity from a theoretical perspective, but also addresses the power the supplier has and the financial conditions for the supplier. The results of the study show that, like previous studies in the same field, digital natives do not possess a deep knowledge of the subject and that they rarely adapt. Opinions differ however, where some say they do not care, and some believe that the surveillance has gone too far. In the ensuing discussion, we turn back and forth on the participants' reasoning and try to create a comprehensive picture of why the participants think the way they do.

[pt] Nessa tese são investigadas as transformações no ambiente digital circunscritas às interseções entre as novas práticas do marketing e a proteção do consumidor-titular de dados pessoais. O fio condutor é a consolidação da informação como um importante ativo na sociedade de consumo contemporânea. A partir da perspectiva do capitalismo de vigilância, os principais fenômenos que contribuem para o estabelecimento de uma estrutura de estímulos e controles que permeiam, de maneira imperceptível aos olhos do consumidor, a sua jornada de consumo, são analisados. Verifica-se que a publicidade digital, em especial a chamada publicidade comportamental direcionada conforme o perfil do consumidor, apesar de alvo de críticas da doutrina e de interesse por parte da legislação, é apenas a parte visível de uma arquitetura de escolhas permeada por dark patterns que atrapalham a proteção do consumidor em ambiente digital. Nesse cenário, a pesquisa investiga a suficiência dos mecanismos de proteção de dados pessoais, bem como a existência de uma nova e universal vulnerabilidade do consumidor. Trata-se da vulnerabilidade digital, que dá origem a um estado, também universal, de hipossuficiência do consumidor diante das práticas comerciais em ambiente digital. / [en] In this thesis examines the transformations in the digital environment circumscribed to the intersections between new marketing practices and the protection of the consumer-data subjects. The main drive is the strengthening of information as an important asset in contemporary consumer society. From the perspective of surveillance capitalism, it analyzes the central phenomena that contributes to the establishment of a structure of stimuli and controls that permeate, imperceptibly to the consumer s eyes, his journey. It is verified that digital advertising, especially the so-called behavioral advertising, directed according to the consumer s profile, despite being target of criticism by the doctrine and of interest by the legislation, is only the visible part of an architecture of choices permeated by dark patterns that hinder consumer protection in the digital environment. In this scenario, the research investigates the sufficiency of personal data protection mechanisms, as well as the existence of a new and universal consumer vulnerability. Which is the digital vulnerability that gives rise as well to a universal state of consumer hyposufficiency before commercial practices in the digital environment.

I takt med en tilltagande användning av internet och teknologiska enheter har tillgången till användargenererad data om individer ökat. Denna personliga data kan, genom fenomen som Big Data, vidare exploateras av företag som grund för att utforma och anpassa marknadsföring i linje med konsumenters individuella preferensmönster. Detta utgör delar inom digital direktmarknadsföring. Emellertid existerar det en problematik med specifikt utformad direktmarknadsföring i digital miljö. Konsumenter som mottager denna typ av marknadsföring har en tendens till att uppleva att företagen kommer för nära inpå privatlivet. Tidigare studier visar att företag kan få tillgång till för känslig information om konsumenter och deras aktiviteter i vardagen. I många fall sker detta utan att konsumenten är medveten om hur denna information har erhållits och en konsekvens av detta är att den personliga integriteten kan bli föremål för intrång. Uppsatsens syfte tar grund i en strävan efter att undersöka hur konsumenter uppfattar den personliga integriteten vid exponering mot individuellt riktad digital marknadsföring. Mer specifikt utforskas det eventuella sambandet mellan personlig integritet och digital direktmarknadsföring. Den teoretiska referensramen behandlar teorier och begrepp som är relevanta för få en övergripande förståelse kring ämnet. Under avsnittet presenteras bland annat Westins teori om den personliga integriteten och dess olika tillstånd. Därtill behandlas även beskrivningar av begrepp såsom digital direktmarknadsföring, Big data, Surveillance Capitalism och dataskyddsförordningen (GDPR). Här beaktas variablerna känslighet på direktmarknadsföring, omfattning av direktmarknadsföring, ålder, utbildningsnivå, kön samt kontrollvariabelninternetanvändning. Utifrån dessa variabler samt tidigare forskning har fem hypoteser formulerats. Den empiriska undersökningen baserades på en tvärsnittsstudie av deduktiv karaktär där det genomfördes en digital enkätundersökning. Totalt deltog 203 respondenter i denna studie. Enkäten innefattade frågor som baserades på uppsatsens variabler. För att se om det går att finna stöd eller inte för dessa hypoteser används en multivariat regressionsanalys. Undersökningens resultat visar att uppfattningen av den personliga integriteten påverkas av direktmarknadsföring. Det kan utläsas att både känsligheten och omfattningen på direktmarknadsföringen har en jämnstark och statistiskt signifikant effekt på uppfattningen av den personliga integriteten. Därtill indikeras det även att ålder är en variabel som har en effekt på hur den personliga integriteten påverkas, där äldre individer tenderar att vara mer oroade över den personliga integriteten än vad yngre individer är. Utifrån denna undersökning går det vidare att uttyda att det föreligger tendenser till intrång på den personliga integriteten i den digitala miljön vid exponering mot digital direktmarknadsföring. / Given the increased availability of internet and technological devices, the access to user-generated data has increased. This personal data is made accessible to companies and through phenomena such as Big Data it can be exploited and adapted to lay the foundation for marketing aimed directly at individual consumers. This is also known as direct marketing. However, it seems as if there exists a tendency for digital direct marketing to result in companies entering the individual’s personal space and as a consequence – the personal integrity is jeopardized. The purpose of this thesis is to examine the way consumers on the Swedish retail market perceive the personal integrity when being exposed to digital direct marketing. The study is of cross-sectional deductive character and it investigates the possible relationship between personal integrity and digital direct marketing. This is done through a digital survey with questions based on five hypotheses which in turn reflect the following variables that have been defined; Sensibility to direct marketing,Extent of direct marketing, Age, Level of education, and Gender. In addition to this, the control variable Internet-usage is added. The hypotheses are then tested in a multiple regression analysis. From the discussion and conclusion of this thesis the results show that consumers experience that the personal integrity is affected by digital direct marketing. The findings indicate further that both sensibility to direct marketing, the extent of direct marking, and age have a statistically significant effect on the individual’s perception of the personal integrity in this context. Given the result from the survey, the regression analysis and its application on the hypotheses, this study finds implications for violation of the consumer’s personal integrity.

[pt] Em razão do desenvolvimento tecnológico das últimas décadas, a sociedade contemporânea passou por profundas mudanças que deram origem, segundo Shoshana Zuboff, ao Capitalismo de vigilância. Diante deste cenário, o presente estudo tem por objetivo analisar os reflexos desse fenômeno no ordenamento jurídico brasileiro que justificaram a promulgação da Emenda Constitucional 115/22 e da Lei Geral de Proteção de Dados, constituindo um modelo regulatório híbrido, fortemente baseado em princípios, no qual, além de estabelecer obrigações para os agentes de tratamento, cria um ambiente de incentivo à adoção de boas práticas e de governança. Para tanto, será analisado como o compliance de dados pode ser um eficiente instrumento para promover, na prática, a adoção dos princípios da LGPD e da regulação já existente da ANPD em prol uma cultura de proteção de dados no Brasil. / [en] The technological development of recent decades, contemporary society has faced profound changes that have given rise, according to Shoshana Zuboff, to Surveillance Capitalism. Therefore, this study aims to analyze the impacts of surveillance capitalism in the brazilian legal system that justified the promulgation of Constitutional Amendment 115/22 and the Brazilian General Data Protection Law (LGPD), based on the strong principled on a hybrid regulatory model in which, in addition to establishing obligations for treatment agents, creates an environment that encourages the adoption of good practices and governance. This way, it will be analyzed how data compliance can be an efficient instrument to promote, in practice, the adoption of the LGPD principles and the ANPD regulation in a data protection culture in Brazil.

Avec l’accélération de la production narrative au vingt-et-unième siècle, ainsi que les tentatives d’appropriation des moyens de production et des mythes collectifs par le marché, il y a lieu de questionner l’effet des nouveaux mythes sur la psyché humaine. L’ingestion persistante et soutenue de récits infusés de symboles capitalistes produit une mutation de la subjectivité humaine, dans un mouvement vers une certaine homogénéité. Par une relecture de la Poétique d’Aristote, la première section de cette thèse propose une vision politique de la catharsis, qui théorise le récepteur de toute narration comme programmable et pouvant être guidé vers des attitudes et des postures. Cette conception mène directement à une définition machinique du récit et la notion d’asservissement machinique, qui conçoit la subjectivité humaine comme engagée dans des processus de connectivité où elle perd certains fragments de son unicité. La troisième foulée de cette thèse théorise la société de contrôle de Deleuze et ses héritiers conceptuels, le capitalisme de surveillance et l’ectosubjectivité. Ces deux notions tentent de percevoir le régime de pouvoir du vingt-et-unième siècle, fondé sur les données personnelles et la standardisation de la psyché humaine. Finalement, le quatrième et dernier chapitre de cette recherche se penche sur la notion de vérité telle que décrite par Michel Foucault dans Le Courage de la Vérité. Dans la notion Grecque, et particulièrement son développement platonicien, de parrhēsia, Foucault identifie l’homogénéité d’une vérité basée sur une hiérarchie éthique, et son renversement par les Cyniques en animalité assumée qui ouvre de nouveaux territoires d’existence et de vérité. En somme, ce renversement nous permet de concevoir ce que serait une existence libre, hors d’un régime de vérité qui désubjective et rend homogène. / With the acceleration of narrative production in the twenty-first century, as well as the attempted appropriation of means of production and collective myths by market economy, there is an increasing need to question the effect of these new myths on the human psyche. The persistent and sustained ingestion of narratives infused with capitalist symbols produces a transformation of subjectivity, which mutates from unicity to increased standardization. Through a rereading of Aristotle’s Poetics, the first section of this thesis offers a political conception of catharsis that theorizes the receiver of narratives as programmable and guidable towards attitudes and postures. This conception leads directly to a machinic definition of the narrative and the concept of machinic enslavement. These concepts conceive of human subjectivity as engaged in processes of networking where it loses fragments of its unicity. The third chapter of this thesis theorizes Deleuze's society of control and its conceptual successors, surveillance capitalism and ectosubjectivity. Both these concepts attempt to theorize the reigning regime of power of the twenty-first century, based on personal data and the standardization of the human psyche. Finally, the fourth and final chapter of this research analyzes the notion of truth as described by Michel Foucault in The Courage of Truth. In the Greek notion of parrhēsia, and especially in its platonic development, Foucault identifies the homogeneity of a truth system based on a hierarchization of ethics. The reversal of this system by the Cynics into an assumed bestiality is crucial to this thesis as it opens new territories of existence and truth. In sum, the Cynic reversal permits us to conceive of a free existence, outside of a regime of truth that desubjectivates and homogenizes.