"Coletamos dados para o seu bem" O truque retórico do imaginário sobre o dado digital promovido nos termos de uso, documentos de privacidade e relatórios de investidores da plataforma Fitbit

Autores

DOI:

https://doi.org/10.5007/1807-9288.2020v16n1p157

Palavras-chave:

Plataformas digitais, Metodos digitais, Imaginário do dado, Neomaterialismo, Tecnologias vestíveis, Fitbit

Resumo

O artigo mapeia o significado e as qualidades atribuídas ao “dado” nos documentos destinados aos usuários e investidores da Fitbit, terceira maior plataforma no setor global de vestíveis. Foram analisados o relatório financeiro (IPO) do primeiro ano da marca no mercado de ações, os termos de uso e privacidade. Os documentos foram explorados no softwareAtlas.ti. Os resultados indicam que, embora os discursos endereçados ao cliente coloquem o dado como um benefício para o usuário, as narrativas dirigidas aos investidores destacam como riscos para o negócio: a garantia de segurança e privacidade dos usuários, os interesses governamentais no acesso aos dados e as políticas de regulação. O nosso argumento central é de que as narrativas oficiais constroem um imaginário do dado enquanto truque retórico, ocultando a rede político-econômica da marca, os riscos e as agendas de interesse ao passo que enaltecem as práticas de dataficação necessárias ao modelo de negócio da plataforma

Biografia do Autor

Elias Cunha Bitencourt, Universidade do Estado da Bahia UNEB Universidade Federal da Bahia UFBA

Doutor em comunicação pela Faculdade de Comunicação FACOM/UFBA, com estágio sanduíche no Milieux Center/Concordia University, Canadá (CAPES/PDSE 88881.135543/2016-1); professor permanente no Programa de Pós-graduação em comunicação (POSCOM/UFBA); professor Assistente em regime de dedicação exclusiva na Universidade do Estado da Bahia - UNEB (2009 -presente momento). Mestre em cultura e sociedade pelo Instituto de Artes e Humanidades IHAC/UFBA (2014), especialista em design de interfaces pela Unifacs (2004), graduado em Desenho industrial com habilitação em programação visual pela Universidade do Estado da Bahia (2003). Atua como pesquisador nos grupos Comunidades Virtuais/UNEB e Lab404/UFBA. Atualmente, dedica-se às investigações nos campos: sociologia digital, métodos digitais, cultura digital, Teoria Ator-Rede e New Materialism. Os principais objetos de interesse e pesquisa são: a mediação algorítmica e a dataficação do cotidiano mobilizadas pelas redes de Internet das Coisas (IoT) e plataformas digitais.

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2020-07-31

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