Interfaces, dados e algoritmos performativos como formas culturais na Netflix
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Data
2023-09-18
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Universidade Federal de Goiás
Resumo
This dissertation aimed to understand how interfaces, data and performative algorithms
represent a new way of perceiving ourselves and the world, therefore, it would be cultural
forms; and in what way they impact, particularly, the categories in which the audiovisual of
the Netflix device in its desktop version is enunciated. It is with this objective that we look, in
this research, at the triggers, the action, the performance from what humans and non-humans
establish as articulation. For this, we use the methodology of frames as an epistemology of
analysis and synthesis as a standard for problematizing and discussing results, direct
observation of the Netflix platform, accessed mainly from a private window of the Internet
browser Firefox version 110.0.1 (64-bit), such as data collection techniques. As a theoretical
reference, we used the assumptions of authors who approach Anthropology, Data Science,
Media and Cultural Performances from a technocultural perspective, such as Bauman,
Baudrillard, Di Felice, Feenberg, Frey, Dubois, Kerckhove, Murray, Manovich, MerleauPonty, Rocha, Santaella and Williams, evidencing the transdisciplinary nature of the topic
addressed. As a result, we found that Netflix's recommendation system increasingly raises the
user's algorithmic challenge for the most diverse actions. This is characterized by
measurability, submitting attributes, activities and interactions to different categories of
metrics; by recursion, continuously refining and recalibrating it based on information about
itself supplied in some way by the user; by profiling, defining profiles from the contingent
articulation of vestiges, data and digital traces obtained from each one; and by nichification,
grouping profiles into consumption-oriented niches. These are consolidated by their
assumption by the user, which corresponds to performativity, and this also refers to
performance in the sense of performance. Finding out what this recommendation system
shows, how it shows itself, what the user sees and how he sees it has impacts on individual
and collective subjectivity and experience, making it necessary to investigate the performative
reordering of Netflix based on these media crossings.
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Palavras-chave
Performatividade , Interfaces , Dados , Algoritmos , Cultura , Netflix , Performativity , Algorithms , Culture
Citação
OLIVEIRA, T. M. de. Interfaces, dados e algoritmos performativos como formasculturais na Netflix. 2023. 158 f. Dissertação (Mestrado em Performances Culturais) - Faculdade de Ciências Sociais, Universidade Federal de Goiás, Goiânia, 2023.