[pt] Este trabalho apresenta como estudo de caso a eleição Norte Americana de 2016 e o uso de propaganda eleitoral como forma de ilustrar a nova Economia de Dados. A era da sociedade informacional Castells (1999) faz uso das tecnologias de comunicação para se informar fazer compras, manter contatos, e parte desse processo requer que se forneçam informações que serão armazenadas em grandes bancos de dados. A empresa Cambridge Analytica é uma das participantes desse mercado recém-formado, que conseguiu colocar um valor econômico a vasta quantidade de dados, e que por meio da mineração e analise de dados conseguiram formar perfil de eleitores, e este é o produto da empresa: a propaganda direcionada. Com surgimento da Internet foi possível ampliar a intensidade com que as informações são transferidas, a capacidade de alterar a rapidez e reduzir distâncias é o que diferencia a nova fase da história do mundo. Em vista o surgimento da precificação das informações dos usuários- que acabam se tornando produtos nesse mercado- o artigo pretende apresentar a necessidade do fortalecimento da legislação que prescreve como essas empresas devem atuar. Sobre tudo porque na ausência de leis que exigem o consentimento, a transparência da mineração, e como é feita a analise de dados, os direitos dos indivíduos acabam sendo minados, e nos deparamos com a possível manipulação da parcela da sociedade que são atingidas pelas propagandas. E se uma vez que a democracia é pautada pela liberdade de informação e por uma sociedade livre, a desinformação dessa sociedade torna-se uma ameaça. / [en] This paper presents as a case study the North American election of 2016 and the use of electoral propaganda as a way to illustrate the new Data Economy. The era of the information society (Castells, 1999) makes use of communication technologies to inform, make purchases, maintain contacts, and part of this process requires that information be provided that will be stored in large databases. Cambridge Analytica is one of the participants in this newly formed market, which has been able to put an economic value on the vast amount of data, and through mining and analysis of data have been able to form a profile of voters, and this is the company s product: targeted advertising. With the rise of the Internet it was possible to increase the intensity with which information is transferred, the ability to change speed and reduce distances is what differentiates the new phase of world history. Giving the appearance of pricing the user information - which eventually become products in this market – this article intends to present the need to strengthen the legislation that prescribes how these companies should act. Especially because in the absence of laws that require consent, the transparency of mining, and how data analysis is done, the rights of individuals are undermined, and we are faced with the possible manipulation of the share of society that is affected by the advertisements . And if democracy is governed by freedom of information and a free society, the disinformation of that society becomes a threat.

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[pt] A presente dissertação tem por objetivo analisar os impactos gerados pelas estruturas de organização das plataformas digitais com funcionamento baseado em algoritmos nos processos de deliberação informal e formação democrática da vontade ao promover distorções significativas em procedimentos públicos de comunicação e interação, com reflexos sobretudo na esfera pública política. E neste cenário, investigar a atuação de campanhas e movimentos políticos, empresas e ferramentas de propaganda que por meio de desinformação disseminada em ambientes virtuais provocam um esgarçamento do debate público diminuindo o nível discursivo e a eficácia da esfera pública. / [en] This dissertation aims to research the impacts generated by the communicative structures of digital platforms in the discursive level of public sphere and in the practices of informal deliberation, analysing social media and their algorithm based system of information that operates through massive data collection and fragmented arenas, mechanisms that have produced significant distortions in public communication, especially in the political sphere. And also to investigate on the current electoral context, the proceeding of political campaigns and social movements, propaganda tools and companies that, for promoting mass disinformation, caused a retraction in the public debate, intensifying political polarisation and radicalism, reducing the effectiveness of the public sphere.

The Facebook - Cambridge Analytica scandal came to light in 2018 revealing the problematic surveillance practices, and violations of privacy the companies allowed. The EU has introduced a privacy legislation, GDPR, that came into effect in 2018 shortly after the scandal erupted. Privacy is a key problem with modern technologies, as companies are trying to gain all possible data on individuals. The purpose of this thesis is to explore the surveillance-privacy nexus in the EU. This thesis asked the research question of: How has surveillance, through emerging technologies, affected the EU's ability to protect the right to privacy? To analyse this research question, this thesis used case study and post-structuralist discourse analysis on the recordings of Alexander Nix, CEO of Cambridge Analytica, at a marking festival, and of Mark Zuckerberg at the European Parliament. To analyse the recordings, biopower and panopticon were used as core theoretical tools. Through utilization of the methods and the theoretical tools, the findings of this thesis point to the conclusion that the EU’s ability to protect privacy from surveillance practices was not affected by the modern surveillance technology, and therefore the protection against exploitation of privacy remains low.

This thesis asks what conditions elevated the Cambridge Analytica (CA) conflict into a sustained and global political issue? Was this a privacy conflict and if so, how was it framed as such? This work demonstrates that the public outcry to CA formed out of three underlying structural conditions: The rise of the alt-right as an ideology, surveillance capitalism, and a growing and unregulated voter analytics industry. A network of actors seized the momentum of this conflict to drive the message that voter surveillance is a threat to democratic elections. These actors humanized the CA conflict and created a catalyst for a large scale public outrage to these previously ignored structures. Their focus on democratic threat also allowed this conflict to transcend the typical contours of a privacy conflict and demonstrate that the consequences of CA are societal, rather than personal. Despite the democratic threat of voter surveillance, Canada and the United States have yet to address the wider implications of voter surveillance adequately. Thus, how these systems are used will be a question of central importance in upcoming elections. / Graduate