Abstract
The phenomenon of automated monitoring of private experiences, performed by intelligent algorithms, intended to induce certain behaviors, is conceptualized in the literature as surveillance capitalism. The article add some elements to these theories from the following arguments; the lack of transparency of algorithms makes it impossible to accurately infer their capacity for behavioral modulation; the preference formation is a complex and malleable process, that encompasses strategies of resistance and subversion; for domination to occur, there must be conformity of the dominated, which is not observed from currently normative frameworks; finally, the exercise of power is different from its ability to influence. The conclusion is that it is necessary to regulate the proper functioning of the algorithms as a complement to the protection of personal data.
surveillance capitalism; privacy; democracy; algorithms; neoliberalism