Capitalismo de dados na sociedade de plataformas: o controle da atenção pelo Google

• Ano de defesa: 2025
• Autor(a) principal: Bayczar, Williams Cuccovia
• Orientador(a): Castro, Gisela Grangeiro da Silva
• Banca de defesa: Castro, Gisela Grangeiro da Silva , Casadei , Eliza Bachega , Oliveira, Fátima Cristina Regis Martins de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; midiatização profunda; capitalismo de dados; capitalismo de plataformas; controle da atenção; google
• Palavras-chave em Inglês: communication and consumption; deep mediatization; data capitalism; platform capitalism; attention control; google
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/860

This research arises with the objective of analyzing how digital platforms shape users' attention and structure information circulation, especially in a context in which the communication field has incorporated new channels and forms of interaction, with the consolidation of search engines and social networking platforms, bringing individuals closer and reducing time and space barriers. However, these possibilities also consolidate communication patterns that receive millions of users daily and capture data for use in the advertising market, in political marketing, and in other realms. In these platforms, friendships can be built or undone with a click, idolatries and hate speeches spread quickly, and elections can be influenced by biased search results. This dissertation assesses practices by the Google search engine aimed at controlling users' attention, whose free service generates data that turns into currency in the online market. Analyzing the platform's official documentation, from the perspective of deep mediatization theories, allowed for concluding that various data is extracted to provide customized experiences in exchange for attention and use of the platform, and command and control rules guide content creators in monetizing and giving visibility to their material. Finally, an analysis of the Alphabet Group platforms, which feed the data ecosystem of the Google search engine, indicates that the growth of attention retention services approaches a point of saturation, especially in the face of legal processes related to monopolization.