Algorithm: the tool that makes Internet users feel persecuted

Those who use social networks must have already felt persecuted by a subject, an advertisement or even suggestions of movies to watch. The person responsible has a name: algorithm. It is he who tells the digital world what to tell us. It is a mathematical tool that perceives and reorganizes contents similar to those accessed by people. According to a researcher at the Center for Society, University and Science Studies at the Federal University of São Paulo (Unesp), Jade percassi, the algorithm records information from Internet users. “It saves access data every time the person is logged in, [dessa forma] it is somehow linked to an access profile either on Google or on another platform, YouTube, Facebook or Twitter”, he explains. According to percassi, the tool organizes behavior and delivers the most accurate content of interest to the user, such as movie and product tips. However, the data generated is not always individualized and can create a mass of information called Big Data. “The machine operates by artificial intelligence, but there are people who moderate it, who can generate distortions in the delivery of what will be accessed, and this happens for several reasons [diferentes]”, clarifies. Changing the tool can be economical, when companies benefit from information about behavior, profile and income to direct advertisements to certain niche markets. In the field of ideas, what appears to be an open place, for public, plural and democratic debate, becomes increasingly segmented with people receiving content similar to what they themselves already think. “People who have a more left-wing ideological profile will receive reinforcement for what they think,” she said. “People with a more right-wing behavior will receive the reinforcement of ideas or profiles that correspond to what they already think, deepening, enhancing a political polarization in society”, he added. Improper use According to the researcher, the improper use and commercialization of information can lead to greater distortions, as has already been unveiled in the case of Cambridge Analytica, accused of leaking data of 50 million Facebook users. Information was captured from a psychological test application. In Brazil, the researcher cited the creation of the “hate office”, an anti-democratic digital militia that disseminates fake news. Jade percassi also alerts to the existence of other distortions reinforced by algorithmic behavior present in our society. Among them, beauty standards stand out due to the greater access to profiles of thin and white people in relation to fat and black people. In addition to nudity pages, also leading to the possibility of greater sexualization. “There are all these pitfalls in place and we don’t have any kind of moderation,” she says. The researcher points out that large companies are the owners of the platforms and that, despite free access, personal information has value. “We cannot have illusions. Although access is free, we are delivering something of great value, which is our data, ”she said. “You don’t pay with money, but with your data about who you are and the type of behavior you have”. Marco Civil da Internet This Wednesday (29), the Federal Supreme Court (STF) continues its discussion on the rules of the Marco Civil da Internet. The debate was convened by Ministers Dias Toffoli and Luiz Fux, rapporteurs of actions that deal with the responsibility of providers in the removal of content with disinformation, dissemination of hate speech extrajudicially, without express determination by Justice. On the first day of discussion, ministers of the Court and of State took turns defending the regulation of social networks, with some degree of accountability for the companies that offer them to the public. On the other hand, bigtech lawyers like Google and Meta – owners of networks and applications like YouTube, Instagram, Facebook and WhatsApp – contested the initiative, arguing that this will not guarantee a safer internet in Brazil. They argued that a healthier digital environment could be achieved by improving existing self-regulation. The discussions also include the bills that are being discussed in Congress to regulate social networks and the protection of democracy in the digital environment. Such initiatives, mainly the so-called Bill of Law (PL) for Fake News, gained momentum after the coup acts on January 8 in Brasília. *Collaborated by Michelle Moreira

Agência Brasil