CONTEMPORÂNEASPLATFORMIZATION, SURVEILLANCE, AND BEHAVIORAL MODULATION IN CONTEMPORARY SOCIOCULTURAL PRACTICES
DOI:
https://doi.org/10.66104/pm49yf68Keywords:
Platformization. Surveillance. Behavior modulation. Algorithms. Sociocultural practices.Abstract
This article aims to provide an initial analysis of the phenomenon of platformization as a central structure of contemporary sociocultural organization, investigating its implications for mechanisms of surveillance and behavioral modulation. Based on a critical literature review, grounded in the theoretical frameworks of Shoshana Zuboff, Byung-Chul Han, and other authors, our work explores how digital platforms go beyond the role of intermediation to establish themselves as business models based on predictive data extraction. We argue in this article that surveillance, once vertical and state-led, has transformed into platform surveillance—diffuse, automated, and grounded in opaque consent. This structure operates a behavioral modulation that reconfigures sociocultural practices, from sociability to identity formation and consumption, establishing a new algorithmic social order. We conclude that such processes demand an in-depth reflection on the ethical and political limits of technological mediation, pointing to the need for critical agency and regulatory frameworks that preserve autonomy in the public sector, which is an urgent demand for governments.
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