Imaginários algorítmicos e o ciclo de sedução da Amazon : um estudo de caso sobre a mediação algorítmica e a venda de livros na plataforma

Abstract

This dissertation aims to investigate how algorithmic imaginaries are established by Amazon users, in book sales, in Brazil. The research also seeks to understand how the platform contributes, through algorithmic mediation, to the formation of these imaginaries. To meet this objective we have used authors and information about topics such as imaginaries, algorithmic mediations, attention economy, algorithmic attention management, platformization, and book consumption, among others. This case study adopts as methodology the Content Analysis (CA), proposed by Bardin (2016), and works on two fronts: the first, refers to the description and analysis of Amazon's book sales page, in which the mechanisms present and that can be part of the construction of users' imaginaries are verified. In the second front, we present the data collected, for a period of three months, from publications on Twitter that express these imaginaries around the consumption of books through the platform. This database, after being treated, presented the number of 1,065 tweets, which were distributed, in a non-exclusive way, in four categories of analyzes that were elaborated in the face of an effort and dialogue between national and international authors. They are: 1) mobilization of the imaginary through the senses; 2) mobilization of the imaginary during the consumption relationship with Amazon; 3) user recognition of algorithmic actions; 4) referring to Amazon's logic in book sales. This categorization focused on mapping the meanings produced by users, in the context of interaction with the platform, and the imaginaries that derive from them. In the final considerations, we unite these two movements of analysis in the light of the literature adopted in this research and provide some notes on the constitution of algorithmic imaginaries in the sale of books by Amazon, as well as their political, economic and sociocultural consequences.