Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-05-16T11:30:23Z No. of bitstreams: 1 gihanaprobafava.pdf: 17485805 bytes, checksum: 3240f1e25a06de4538bd805d5ffd48b8 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-06-27T21:26:28Z (GMT) No. of bitstreams: 1 gihanaprobafava.pdf: 17485805 bytes, checksum: 3240f1e25a06de4538bd805d5ffd48b8 (MD5) / Made available in DSpace on 2016-06-27T21:26:28Z (GMT). No. of bitstreams: 1 gihanaprobafava.pdf: 17485805 bytes, checksum: 3240f1e25a06de4538bd805d5ffd48b8 (MD5) Previous issue date: 2015-02-25 / Essa dissertação busca levantar uma discussão sobre mecanismos de vigilância digital que modificam o modo como a informação é distribuída no ciberespaço, a fim de gerar reflexões acerca dos rumos da comunicação digital. Com a crescente demanda por softwares que traduzam os usuários, a fim de gerar conhecimento sobre que tipo de potenciais consumidores esses indivíduos podem ser, tem-se um cenário onde cada rastro deixado no ciberespaço pode ser capturado para que a máquina crie um perfil dos indivíduos. A questão incômoda reside no fato de que, a cada clique, há uma categorização que a máquina vai impor para encaixar os usuários, criando uma ditadura do “você é o que você clica”, quando na realidade as subjetividades humanas não podem ser lidas por algoritmos e interpretadas pelos agentes inteligentes – conceito que representa a máquina ganhando personalidade, criando ações autônomas, tomando decisões pelo indivíduo. Como consequência da extrapolação do computador guiando, sugerindo e escolhendo caminhos para o usuário, ocorre o fenômeno do filtro bolha onde, a partir da categorização das pessoas, um controle cria uma dinâmica onde só é possível entrar dados semelhantes, familiares e confortáveis – dificilmente o usuário terá contato com informações diferentes do que os interesses que demonstrou anteriormente. O filtro bolha ganha ainda mais sentido quando analisamos o funcionamento do buscador Google e da rede social Facebook, uma vez que essas empresas configuram-se em terrenos ideais para que os anunciantes comprem informações sobre dados pessoais de seus usuários e, assim, encontrem consumidores extremamente bem segmentados na rede. / This thesis wants raise a discussion about how digital surveillance mechanisms changes the way of information distribution at cyberspace, to create reflections about the directions of digital communication. With the growing demand for softwares that translates users in order to generate knowledge about what kind of potential consumers these individuals may be, there is a scenario where each trail left in cyberspace can be captured for the machine to create a profile of individuals. The uncomfortable question lies in the fact that to each click, there is a categorization that the machine will impose to each user, creating a dictatorship of "you are what you click" when in reality human subjectivity cannot be read by algorithms and interpreted by intelligent agents - a term that represents the machine with personality, creating autonomous actions and making decisions by the human. As a result of extrapolation of computer guiding, suggesting and choosing paths for the user, we have the filter bubble phenomenon where, from the categorization of people, there is a control which creates a dynamic where you can only enter similar data, familiar and comfortable - hardly user will have contact with different information than that shown previously interests. Filter bubble makes even more sense when we analyze the operation of the Google search engine and social network Facebook, as these companies constitute in ideal terrain for advertisers buy information about personal data of its users and thus find extremely consumers well-targeted network.

This thesis details the theoretical framework, methods, and results of the design project “Log In or Sign up”. The result of this project is an ebook sharing the same title. It consists of short stories and poems that revolve around digital surveillance and its effects on the self and society. The writings explore how the digital sur- veillance ecosystem affects our behavior and self-image in ways that we might not even realize. The context is our digital lives in a time where we rely more and more on the internet for our daily activities. The writings attempt to portray the emo- tions we go through while using digital platforms that are designed to extract our personal data. The stories and poems are presented in an interactive layout. Along with the aforementioned topics this thesis also addresses the responsibility of design in creating advanced digital surveillance methods created by companies such as Google, Facebook, Amazon, and Microsoft. For example, through the gami- fication of social media, deceptive presentation of data protection rights, and cura- tion of content for emotional effect.

À l’ère d’une économie numérique sans précédent, ce mémoire tente de comprendre la relation entre les usagers du milieu virtuel et les entreprises technologiques au pouvoir. Afin de comprendre les conséquences du marché, seront à l’étude des concepts tels que les injustices numériques et injustices numériques raciales. Essentiellement, l’objectif de ce travail sera de qualifier la place des classes subalternes dans l’écosystème numérique. Une réflexion pluridisciplinaire s’impose, avec une attention particulière portée sur le topo du racisme en relation avec la technologie. Conséquemment, le cadre normatif régulant le marché économique actuel sera mis en lumière de sorte à contester l’enjeu éthique entourant l’usage de la technologie. / In the age of an unprecedented numérique economy, this thesis attempts to understand the relationship between users of the virtual environment and the technology companies in power. In order to understand the consequences of the market, concepts such as digital injustice and digital racial injustice will be studied. Essentially, the aim of this work will be to qualify the place of the subaltern classes in the digital ecosystem. Multidisciplinary reflection is required, with particular attention paid to the topo of racism in relation to technology. Consequently, the normative framework regulating the current economic market will be brought to light, so as to challenge the ethical stakes surrounding the use of technology.