This thesis aims to conduct an in-depth study of the activism surrounding the #DeleteFacebook hashtag by applying Critical Discourse Analysis. By theorizing framing, digital colonialism, power relations, and antagonism, this thesis examines the qualitative analysis of 1.987 Tweets posted on Twitter between 20 February and 4 March 2021. This study identifies the key thematic content of these Tweets and then conducts an in-depth critical analysis. These questions will be addressed in the research: “What are the principle discourse typologies and their intertextual interpretation of hashtag activism #DeleteFacebook?”, “What were the key themes that emerged during the #DeleteFacebook hashtag movement?” and “How can we interpret the online engagement with #DeleteFacebook as hashtag activism?”. This thesis presents an analysis of #DeleteFacebook related Tweets through coding and then reveals an intertextual analysis of it, including the social context. Also, this study provides a thorough review of the related literature concerning the costs of connection, social movements, hashtag activism, and collective identity. Finally, it concludes with a discussion reflecting on the role of digital colonialism and the power of Facebook.

[pt] O presente estudo compreende uma epistemologia crítica acerca da crescente participação de gigantes da tecnologia em setores estratégicos da administração federal no campo da saúde pública no Brasil. Primeiramente é apresentado, em ordem cronológica, o desenvolvimento das principais políticas públicas brasileiras de Saúde Digital, buscando demonstrar sua evolução e fomento à participação do capital privado na área, assim como a terceirização de serviços. Posteriormente, mobilizo os conceitos de Colonialismo Digital e Soberania de Dados para demonstrar o que a oposição entre eles representa, e como esta pode ser observada na prática, no campo da saúde. Por fim, através da análise documental e de fontes primárias, trago a pergunta de pesquisa ao estudo de caso: quais são as consequências da contratação da multinacional estrangeira Amazon - atual provedora de serviços de armazenamento e processamento de dados em nuvem para o Ministério da Saúde - para Saúde Pública no Brasil? / [en] This study presents a critical epistemology about the growing participation of technology giants in strategic sectors of the federal administration in the field of public health in Brazil. First, the development of the main Brazilian public policies on Digital Health is presented in chronological order, seeking to demonstrate its evolution and promotion of private capital participation in the area, as well as the outsourcing of services. Subsequently, I mobilize the concepts of Digital Colonialism and Data Sovereignty to demonstrate what the opposition between them represents, and how this can be observed in practice, in the field of health. Finally, through document analysis and primary sources, I bring the research question to the case study: what are the consequences of hiring the foreign multinational Amazon - current provider of cloud data storage and processing services for the Ministry of Health - for Public Health in Brazil?