Banca de DEFESA: VALÉRIA SEIXAS FRAGA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
DISCENTE : VALÉRIA SEIXAS FRAGA
DATA : 30/11/2021
HORA: 14:00
LOCAL: Online
TÍTULO:

Platformization and data colonialism in Brazilian programmatic digital advertising.

PÁGINAS: 230
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Comunicação
RESUMO:

This study deals with the dynamics that make possible the programmatic network of algorithmic management in the commercialization of media for advertising purposes. Such a network is an important component of platform capitalism, which constantly monitors the interactions of the relationships of social actors and acting agents. It’s no coincidence when a visitor to one news portal is faced with an advertisement for the product he just searched for on Google. This is one programmatic ads strategy, which encourages impulse buying, seeking to modulate the intentions and behavior of social actors, which reinforces the mechanisms of platformization. Programmatic advertising is a new model for buying advertising space and audience data from digital media platforms. The main structures and dynamics of this market organized into global and informational networks were analyzed, in order to show the colonialism of data of algorithmic systems that influence the programmatic market of national investments and that impact on the control of the subjectivities of the individual target in the relations of consumption orientation and interactions with programmatic ads campaigns on digital media.

MEMBROS DA BANCA:
Presidente - Interno ao Programa - 1369256 - SERGIO AMADEU DA SILVEIRA
Membro Titular - Examinador(a) Interno ao Programa - 1545036 - CLAUDIO LUIS DE CAMARGO PENTEADO
Membro Titular - Examinador(a) Externo à Instituição - Liráucio Girardi Júnior - USCS
Membro Suplente - Examinador(a) Interno ao Programa - 1544389 - SIDNEY JARD DA SILVA
Membro Suplente - Examinador(a) Externo à Instituição - ROSEMARY SEGURADO - PUC - SP