The fingerprints of human behavior: likes, neoliberalism, and algorithms
DOI:
https://doi.org/10.5433/2176-6665.2020v25n3p712Keywords:
Neoliberalism, Likes, Subjectivities, AlgorithmsAbstract
A study of the human behavior was an object in the neoliberal economic works. Therefore, the development of an assessment and measurement system was developed because of the study of the behaviors and the necessity of producing useful predictions for improve the productions mechanisms. When this process was combined with technological skills, able to integrate and carry out many of the economics approaches, subjectivities were affected, because they were under a constant measurement and assessment tools. Then, this article aims to analize how the human behavior study, such as taste, was a basic element in the neoliberal rationality. At the same time, I illustrate this process through the Facebook Like button. Also, this example allows some interpretations of how the measurement and assessment in neoliberal practices affect contemporary subjectivities.References
ARANZADI DEL CERRO, Javier. Liberalismo contra liberalismo: análisis teórico de las obras de Ludwig von Mises y Gary Becker. Madrid: Unión Editorial, 1999.
BARRAGÁN, Florencia. Créditos personales: por qué los bancos digitales usan lo que publicás en redes para saber cuánto te pueden prestar. iProUp, Buenos Aires, 9 sept. 2019. Disponible en: https://www.iproup.com/finanzas/7020-fintech-cuenta-machine-learning-Por-que-bancos-digitales-usan-redes-sociales-para-dar-creditos. Acceso en: 3 nov. 2020.
BECKER, Gary. Accounting for taste. Cambridge: Harvard University Press, 1996.
ROUVROY, Antoinette; BERNS, Thomas. Gubernamentalidad algorítmica y perspectivas de emancipación. ¿La disparidad como condición de individuación a través de la relación? Adenda Filosófica, v. 1, diciembre, p. 88-116, 2016.
BOWLES, Samuel; GINTIS, Herbert. The revenge of homo economicus: contested exchange and the revival of political economy. Journal of economic perspectives, v. 7, n. 1, p. 83-102, 1993.
BOZAL, Valeriano. El gusto. Madrid: Visor, 1999.
CASTRO-GÓMEZ, Santiago. Historia de la gubernamentalidad: razón de Estado, liberalismo y neoliberalismo en Michel Foucault. Bogotá: Siglo del Hombre Editores, 2010.
CORONADO-PADILLA, Jorge. Escalas de medición. Paradigmas, Bogotá, v. 2, n. 2, p. 104-125, 2007.
FEBRERO, Ramón; SCHWARTZ, Pedro. La esencia de Becker. Madrid: Ariel, 2001.
FOUCAULT, Michel. La arqueología del saber. Buenos Aires: Siglo XXI Editores, 1979.
FOUCAULT, Michel. Nacimiento de la biopolítica: curso en el Collège de France (1978-1979). México: Fondo de Cultura Económica, 2007.
FRIEDMAN, Milton. The methodolgy of positive economics. In: Friedman, Milton. Essay in positive economics. Chicago: University of Chicago Press, 1966. p. 3-43.
GEISINGER, Kurt F. (ed.). APA handbook of testing and assessment in psychology: test theory and assessment in industrial and organizational psychology. Washington: American Psychological Association, 2013. v. 1.
HURTADO, Jimena. The utilitarian fundations of the economic approach to human behavior. Documento Cede, v. 27, abr. 2005. Disponible en: https://economia.uniandes.edu.co/components/com_booklibrary/ebooks/d2005-27.pdf. Acceso en: 3 nov. 2020.
KOSINSKI, Michal; STILLWELL, David; GRAEPEL, Thore. Private traits and attributes are predictable from digital records of human behavior. PNAS, Washington, v. 110, n. 15, p. 5802-5805, 2013. Disponible en: www.pnas.org/cgi/doi/10.1073/pnas.1218772110. Acceso en: 3 nov. 2020.
LEWIN, Shira. Economics and psychology: lessons for our own day from the early twentieth century. Journal of Economic Literature, Nashville, v. 34, n. 3, p. 1293-323, 1996.
MACY, Michael. Beyond rationality in models of choice. Annual Review of Sociology, Palo Alto, v. 21, p. 73-92, 1995.
MORGAN, Clara. Construyendo el programa para la evaluación internacional de estudiantes de la OCDE (PISA). Profesorado: revista de currículum y formación de profesorado, Granada, v. 17, n. 2, p. 31-45, 2013.
PARETO, Vilfredo. Manual de economía política. Buenos Aires: Editorial Atalaya, 1945.
STIGLER, George J.; BECKER, Gary S. De gustibus non est disputandum. The American Economic Review, Nashville, v. 67, n. 2, p. 76-90, 1977.
VATTER, Miguel. Foucault and Hayek: republican law and liberal civil society. En: LEMM, Vanessa; VATTER, Miguel (ed.). The government of life: Foucault, biopolitics, and neoliberalism. New York: Fordham University Press, 2014.
ZAFIROVSKI, Milan. Economic sociology in retrospect and prospect: in search of its identity within economics and sociology. American Journal of Economics and Sociology, New York, ‘v. 58, n. 4, p. 584-627, 1999.
ZUBOFF, Shoshana. The age of surveillance capitalism: the fight for a human future at the new frontier of power. PublicAffairs: New York, 2019.
BARRAGÁN, Florencia. Créditos personales: por qué los bancos digitales usan lo que publicás en redes para saber cuánto te pueden prestar. iProUp, Buenos Aires, 9 sept. 2019. Disponible en: https://www.iproup.com/finanzas/7020-fintech-cuenta-machine-learning-Por-que-bancos-digitales-usan-redes-sociales-para-dar-creditos. Acceso en: 3 nov. 2020.
BECKER, Gary. Accounting for taste. Cambridge: Harvard University Press, 1996.
ROUVROY, Antoinette; BERNS, Thomas. Gubernamentalidad algorítmica y perspectivas de emancipación. ¿La disparidad como condición de individuación a través de la relación? Adenda Filosófica, v. 1, diciembre, p. 88-116, 2016.
BOWLES, Samuel; GINTIS, Herbert. The revenge of homo economicus: contested exchange and the revival of political economy. Journal of economic perspectives, v. 7, n. 1, p. 83-102, 1993.
BOZAL, Valeriano. El gusto. Madrid: Visor, 1999.
CASTRO-GÓMEZ, Santiago. Historia de la gubernamentalidad: razón de Estado, liberalismo y neoliberalismo en Michel Foucault. Bogotá: Siglo del Hombre Editores, 2010.
CORONADO-PADILLA, Jorge. Escalas de medición. Paradigmas, Bogotá, v. 2, n. 2, p. 104-125, 2007.
FEBRERO, Ramón; SCHWARTZ, Pedro. La esencia de Becker. Madrid: Ariel, 2001.
FOUCAULT, Michel. La arqueología del saber. Buenos Aires: Siglo XXI Editores, 1979.
FOUCAULT, Michel. Nacimiento de la biopolítica: curso en el Collège de France (1978-1979). México: Fondo de Cultura Económica, 2007.
FRIEDMAN, Milton. The methodolgy of positive economics. In: Friedman, Milton. Essay in positive economics. Chicago: University of Chicago Press, 1966. p. 3-43.
GEISINGER, Kurt F. (ed.). APA handbook of testing and assessment in psychology: test theory and assessment in industrial and organizational psychology. Washington: American Psychological Association, 2013. v. 1.
HURTADO, Jimena. The utilitarian fundations of the economic approach to human behavior. Documento Cede, v. 27, abr. 2005. Disponible en: https://economia.uniandes.edu.co/components/com_booklibrary/ebooks/d2005-27.pdf. Acceso en: 3 nov. 2020.
KOSINSKI, Michal; STILLWELL, David; GRAEPEL, Thore. Private traits and attributes are predictable from digital records of human behavior. PNAS, Washington, v. 110, n. 15, p. 5802-5805, 2013. Disponible en: www.pnas.org/cgi/doi/10.1073/pnas.1218772110. Acceso en: 3 nov. 2020.
LEWIN, Shira. Economics and psychology: lessons for our own day from the early twentieth century. Journal of Economic Literature, Nashville, v. 34, n. 3, p. 1293-323, 1996.
MACY, Michael. Beyond rationality in models of choice. Annual Review of Sociology, Palo Alto, v. 21, p. 73-92, 1995.
MORGAN, Clara. Construyendo el programa para la evaluación internacional de estudiantes de la OCDE (PISA). Profesorado: revista de currículum y formación de profesorado, Granada, v. 17, n. 2, p. 31-45, 2013.
PARETO, Vilfredo. Manual de economía política. Buenos Aires: Editorial Atalaya, 1945.
STIGLER, George J.; BECKER, Gary S. De gustibus non est disputandum. The American Economic Review, Nashville, v. 67, n. 2, p. 76-90, 1977.
VATTER, Miguel. Foucault and Hayek: republican law and liberal civil society. En: LEMM, Vanessa; VATTER, Miguel (ed.). The government of life: Foucault, biopolitics, and neoliberalism. New York: Fordham University Press, 2014.
ZAFIROVSKI, Milan. Economic sociology in retrospect and prospect: in search of its identity within economics and sociology. American Journal of Economics and Sociology, New York, ‘v. 58, n. 4, p. 584-627, 1999.
ZUBOFF, Shoshana. The age of surveillance capitalism: the fight for a human future at the new frontier of power. PublicAffairs: New York, 2019.
Downloads
Published
2020-12-29
How to Cite
GÓMEZ-BARRERA, Juan Camilo. The fingerprints of human behavior: likes, neoliberalism, and algorithms. Mediações - Revista de Ciências Sociais, Londrina, v. 25, n. 3, p. 712–727, 2020. DOI: 10.5433/2176-6665.2020v25n3p712. Disponível em: https://ojs.uel.br/revistas/uel/index.php/mediacoes/article/view/39858. Acesso em: 22 jul. 2024.
Issue
Section
Articles
License
Copyright on articles published in Mediações belongs to the author(s): in the case of partial or entire republication of the original publication, we ask author(s) to indicate the original publication in the periodical.
Mediações uses the Creative Commons Attribution 4.0 International license, which allows Open Access, enabling any user to read, download, copy and disseminate its content so long as adequately referenced.
The opinions expressed by the author(s) are their sole responsibility.
