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Orientador(es)
Resumo(s)
O aumento da utilização de redes sociais e a sua crescente evolução transformaram estas
plataformas em poderosos negócios, deixando de estar apenas associadas ao lazer e
entretenimento, mas também a dinâmicas de exploração, lucro e uso indevido de dados
pessoais. A presente dissertação investiga estas dinâmicas no contexto da indústria do
marketing e respetivas marcas, bem como o impacto que estas têm na comunicação,
privacidade e comportamentos online, a partir da perspetiva dos jovens adultos. Este
grupo constitui aquele que mais navega no mundo digital e, por isso, é o mais afetado por
todos estes processos e transformações. Os principais problemas identificados são, assim,
o emergente marketing digital e a excessiva personalização de conteúdo e publicidade, a
(falta de) privacidade e a crescente vigilância online, o negócio dos Big Data, o poder dos
algoritmos e o digital labour, associado ao lucro monetário das marcas através dos
utilizadores e dos seus dados online.
Nesta investigação, foi utilizado um método quantitativo, através da distribuição de um
inquérito por questionário, aplicado a jovens adultos do género feminino e masculino,
com idades compreendidas entre os 18 aos 40 anos, que obteve 127 respostas válidas. Os
resultados sugerem que os jovens adultos olham para a privacidade online como uma
causa perdida, que praticamente já não existe, sabendo da vigilância digital a que estão
sujeitos diariamente e tendo noção que pouco ou nada controlam onde, como e por quem
os seus dados pessoais online são usados. Contudo, apesar desta desconfiança, este grupo
etário continua a ser bastante ativo nas redes sociais. Para além disto, é evidente a
saturação que têm em relação à presença online das marcas e à quantidade de anúncios e
publicidade que veem. Apesar de estarem conscientes de termos mais técnicos como Big
Data e câmaras de eco/bolhas de filtro, os jovens adultos não entendem muito bem como
é que estes acontecem e o impacto que têm nas suas decisões, escolhas e opiniões.
The increasing use of social networks and their sustained growth have transformed these platforms into businesses, not only associated with leisure and entertainment, but also with the dynamics of exploitation, profit and misuse of personal data. This dissertation investigates these dynamics in the context of the marketing and brands’ industries, as well as their impact on communication, privacy and online behavior, from the perspective of young adults. This group is composed by those who most navigate in the digital world and, thus, are the most affected by all these processes and transformations. The main problems that are identified are the emerging digital marketing and the excessive personalization of content and advertising, the (lack of) privacy and the growing online surveillance, the Big Data business, the power of algorithms and the digital labor, associated with monetary profit obtained by brands from users and their online data. In this investigation, a quantitative method was used, through the distribution of a survey, applied to female and male young adults, aged between 18 to 40 years old, with a sample of 127 valid participants. The results suggest that young adults look at online privacy as a lost cause, something that virtually no longer exists, recognizing the digital surveillance they are subjected to daily and being aware that they control little or nothing where, how and by whom their personal data online is used. However, despite this distrust, this age group continues to be quite active in social media. In addition, the saturation they have in relation to the online presence of brands, as well as the number of ads and advertising they see is salient. Despite being aware of terms such as Big Data and echo chambers/filter bubbles, young adults do not understand very well how these happen and the impact they have in their decisions, choices and opinions.
The increasing use of social networks and their sustained growth have transformed these platforms into businesses, not only associated with leisure and entertainment, but also with the dynamics of exploitation, profit and misuse of personal data. This dissertation investigates these dynamics in the context of the marketing and brands’ industries, as well as their impact on communication, privacy and online behavior, from the perspective of young adults. This group is composed by those who most navigate in the digital world and, thus, are the most affected by all these processes and transformations. The main problems that are identified are the emerging digital marketing and the excessive personalization of content and advertising, the (lack of) privacy and the growing online surveillance, the Big Data business, the power of algorithms and the digital labor, associated with monetary profit obtained by brands from users and their online data. In this investigation, a quantitative method was used, through the distribution of a survey, applied to female and male young adults, aged between 18 to 40 years old, with a sample of 127 valid participants. The results suggest that young adults look at online privacy as a lost cause, something that virtually no longer exists, recognizing the digital surveillance they are subjected to daily and being aware that they control little or nothing where, how and by whom their personal data online is used. However, despite this distrust, this age group continues to be quite active in social media. In addition, the saturation they have in relation to the online presence of brands, as well as the number of ads and advertising they see is salient. Despite being aware of terms such as Big Data and echo chambers/filter bubbles, young adults do not understand very well how these happen and the impact they have in their decisions, choices and opinions.
Descrição
Palavras-chave
Redes sociais Privacidade Dados online Marketing Jovens adultos Social media Privacy Online data Young adults