"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
DOI :
https://doi.org/10.5007/1807-9288.2020v16n1p157Résumé
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 plataformaRéférences
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