From the early days of the information economy, personal data has been its most valuable asset. Despite data protection laws and an acknowledged right to privacy, trading personal information has become a business equated with "trading oil". Most of this business is done without the knowledge and active informed consent of the people. But as data breaches and abuses are made public through the media, consumers react. They become irritated about companies' data handling practices, lose trust, exercise political pressure and start to protect their privacy with the help of technical tools. As a result, companies' Internet business models that are based on personal data are unsettled. An open conflict is arising between business demands for data and a desire for privacy. As of 2015 no true answer is in sight of how to resolve this conflict. Technologists, economists and regulators are struggling to develop technical solutions and policies that meet businesses' demand for more data while still maintaining privacy. Yet, most of the proposed solutions fail to account for market complexity and provide no pathway to technological and legal implementation. They lack a bigger vision for data use and privacy. To break this vicious cycle, we propose and test such a vision of a personal information market with privacy. We accumulate technical and legal measures that have been proposed by technical and legal scholars over the past two decades. And out of this existing knowledge, we compose something new: a four-space market model for personal data.

Orientador: Professor Dr. Sérgio Amadeu da Silveira / Dissertação (mestrado) - Universidade Federal do ABC, Programa de Pós-Graduação em Ciências Humanas e Sociais, 2018. / Este trabalho discute o mercado de dados pessoais - como uma forma de desenvolvimento do capitalismo informacional - possibilitado pelo avanço das tecnologias de comunicação e controle e pelo uso massivo por diversos atores, como sujeitos, estados, governos, empresas, instituições, entre outros. Para tanto, tem como objeto de estudo analisar como este mercado atinge setores sensíveis e por isso centra-se na área da saúde do município de São Caetano do Sul. Para responder à questão principal da pesquisa, que diz respeito ao modo como esse mercado se desenvolve, este trabalho inicialmente recorre à pesquisa bibliográfica para alinhavar as fundações teóricas que demonstram as transformações ocorridas na sociedade nas últimas duas décadas, principalmente, a partir do momento em que as relações sociais passam a ocorrer também por meio de tecnologias da informação e comunicação. Em seguida, apresenta um debate do que seria "dado pessoal", de como ele tem servido de matéria-prima para o desenvolvimento de mercados extremamente lucrativo e os principais riscos que esse mercado apresenta. Traz, ainda, perspectivas e possibilidades metodológicas para investigações em um mercado tão obscuro e de difícil acesso. Para corroborá-lo, analisa a operação da saúde de São Caetano do Sul, apresentando um mapeamento com os principais atores; dados pessoais coletados; justificativas apresentadas; onde são armazenados; como são analisados e classificados, entre outros. Por fim, aborda uma discussão sobre a relevância de alguns direitos fundamentais, como o da privacidade, para impor limites às atividades oriundas dos dados pessoais. / This paper discusses the data market - is a development program of informational capitalism - made possible by the advancement of communication and control technologies and the use of massive by various actors, such as subjects, states, governments, companies, institutions, among others. Therefore, it has as object of study to analyse how this market triggered sensitive sectors and for that reason, it focuses on the health area of the municipality of São Caetano do Sul. In order to answer the main question of the research, which concerns how this market develops, this work initially resorted to the bibliographical research to put together the theoretical foundations that demonstrate the transformations that have occurred in the society in the last two decades, mainly, from the moment in that social relations also occur through information and communication technologies. It then presents a discussion of what it would be "personal data", how it has served as a raw material for the development of extremely lucrative markets and the main risks that this market presents. It also presents methodological perspectives and possibilities for investigations in a market so obscure and difficult to access. To corroborate it, it analyses the health operation of São Caetano do Sul, presenting a mapping with the main actors; personal data collected; justifications presented; where they are stored; how they are analysed and classified, among others. Finally, it addresses a discussion about the relevance of some fundamental rights, such as privacy, to impose limits on activities derived from personal data.