Propaganda digital: algoritmos  a regra da mais-valia

Ocante  Antonio Ie; Alessandra dos Santos Araújo; Martha Suzana Cabral Nunes

doi:10.5007/1518-2924.2024.e96375

Authors

Ocante António Ié Federal University of Sergipe https://orcid.org/0009-0003-8886-091X
Alessandra dos Santos Araújo Federal University of Sergipe https://orcid.org/0000-0002-8245-4406
Martha Suzana Cabral Nunes Federal University of Sergipe

DOI:

https://doi.org/10.5007/1518-2924.2024.e96375

Keywords:

Digital advertising, Algorithms, and the surplus value

Abstract

Objective: analyze the interaction between algorithms and digital advertising, exploring the benefits and implications for user choices and behavior in the online environment.

Results: traditional media outlets, such as newspapers and magazines, are increasingly migrating to the online environment, taking advantage of the resources offered by the internet. In this context, advertising on digital media plays a key role in disseminating ideas, products and services. However, it is important to reflect on how this practice is associated with the discourse of surplus value. This essay therefore presents proposals and reflections on solutions to deal with the problems identified, including the implementation of more comprehensive regulations and the promotion of algorithmic transparency.

Conclusions: The protection of users privacy and rights must be a priority, along with the promotion of transparency, fairness and non-discrimination. Only through the collective efforts of governments, companies, researchers and civil society can we address the challenges and strike a healthy balance between algorithms, digital advertising and individual rights.

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Author Biographies

Ocante António Ié, Federal University of Sergipe

I am pursuing a Master's degree in Information Science (Information and Knowledge Management) at the Graduate Program in Information Science at the Federal University of Sergipe (UFS). I am an undergraduate student in Computer Engineering at the Federal University of Bahia (UFBA), Salvador. I hold a specialization in Water, Environmental, and Energy Resources Management from the University of International Integration of Afro-Brazilian Lusophony (UNILAB), as well as a bachelor's degree in Logistics from Estácio de Sá University, Gilberto Gil Campus, Salvador, and in Interdisciplinary Humanities (Bachelor of Humanities) from the University of International Integration of Afro-Brazilian Lusophony (UNILAB). I have professional experience as a Scholar at Aton Engenharia e Comércio, focusing on work development using tools such as GLPI (ServiceDesk), CFVT systems, and products from various manufacturers, as well as network equipment configuration and technical support. I also worked at Stefanini Consultoria e Assessoria em Informática, providing Technical Support. I have proficiency in languages such as Java, SQL, and Python, and in the technological domain, I engage in system maintenance, corrections, and adaptations to meet user needs. Additionally, I provide technical support, system implementation, and user training, participating in projects such as the implementation of the AGHUse system in healthcare units.

Alessandra dos Santos Araújo, Federal University of Sergipe

Doutora em Ciência da Informação pela Universidade de Brasília, UnB
Professor na Universidade Federal de Sergipe – UFS
Programa de Pós-Graduação em Ciência de Informação

Martha Suzana Cabral Nunes, Federal University of Sergipe

PhD. Martha Suzana Cabral Nunes holds a degree in Administration with a focus on Systems Analysis from Universidade Tiradentes (1993). She has a master's degree in Education from the Federal University of Sergipe (2008) and a PhD in Information Science from the Federal University of Bahia (2015), with a sandwich doctoral period at the Université Paul Sabatier, Toulouse 3, France (2014). In 2022, she completed her postdoctoral research in Information Science at the University of Brasília, in the Graduate Program in Information Science. She is an Associate Professor in the Department of Information Science and a permanent faculty member of the Graduate Program in Information Science at the Federal University of Sergipe. She is currently the Director of the Center for Applied Social Sciences (CCSA) for the 2021-2025 term. She is a PQ2 researcher at CNPQ, conducting research titled "The mediation of scientific information as an empirical category in promoting the popularization of science: characterization and action strategies." She is the president of the Brazilian Association of Education in Information Science (ABECIN), serving for the 2022-2025 term. She served as the coordinator of the GT3 - Mediation, Circulation, and Appropriation of Information at ANCIB (2018-2021). She is an associate member of ANCIB and ABECIN. She leads the research group called the Center for Studies in Mediation, Appropriation, Information, and Knowledge Management (NEMAGI). She also coordinates the Reference, Publishing, and Mediation Laboratory (REM) and is the editor of the journal "Convergências em Ciência da Informação" (E-ISSN 2595-4768), the "Revista Brasileira de Educação em Ciência da Informação - REBECIN" (E-ISSN 2358-3193), and the administrator of the UFS Periodicals Portal. She has been a member of the Franco-Brazilian Researchers Network MUSSI (Mediations and Social Uses of Knowledge and Information) since 2014. She teaches courses in scientific methodology, research project development, document standardization, scientific publishing, and information mediation. She has experience in the fields of Information Science and Public Management, primarily focusing on information mediation, editorial mediation, information and knowledge management, and public administration.

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