Banca de DEFESA: CLEONILTON DA SILVA SOUZA
Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.STUDENT : CLEONILTON DA SILVA SOUZA
DATE: 04/12/2023
TIME: 14:00
LOCAL: Mconf RNP e Faced - auditório
TITLE:
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Content marketing pedagogical discourses on platform algorithms: between adaptation and transformation
KEY WORDS:
Content marketing. Digital platforms. Pedagogical speeches. Platform algorithms.
PAGES: 229
BIG AREA: Ciências Humanas
AREA: Educação
SUBÁREA: Tópicos Específicos de Educação
SUMMARY:
The research aims to investigate content marketing discourses about digital platform algorithms. The fieldwork was carried out on the blog of a Brazilian digital marketing company, a territory where discourses about algorithms interrelate and establish new forms of socio-technical existence. The study focused on three epistemological dimensions: Cognitive, which focused on the specificities of algorithms; Social, which investigated the context of marketing in the 21st century; Discursive, which focused on the nature of the language in use in a native digital environment with regard to the specificities of pedagogical discourse. The advent of the internet consolidated social relations mediated by technical objects in intense coding processes, accelerated production of large amounts of data and practices to make the various objects and social interactants interconnected. The codes themselves already have traces of opacity, which results in more difficulty in accessing the understanding of how these technical objects work in the life of society. At this juncture, marketing companies dedicated to creating actions to disseminate information about the nature and functioning of digital platform algorithms emerge. From this context the question arose: to what extent do content marketing discourses contribute to deciphering platform algorithms? The argument in defense of the thesis is that content marketing discourses occupy multiple discursive domains, which reach the commercial and media spheres, mainly, spheres that are most noticeable by society in general, and also reach the educational discursive domain, since These discursive practices constitute a cultural form that appropriates another original discourse (scientific, commercial, technical, philosophical, religious and common sense), creating a new way of knowing, commonly known as didactic knowledge, expressed in the form of pedagogical discourse. The epistemic-methodological basis that underlies the articulation of multi-referential knowledge is of a hermeneutic order, in which the object-field of social investigation is also a subject-field, in which research is outlined by a process of understanding and reflection on a social situation that had already been interpreted, which characterizes the work as a reinterpretation of reality. To be able to articulate multiple references of knowledge, the research was based on theoretical contributions from Cultural Studies, Critical Discourse Studies, Philosophy of technique and Sociology of Knowledge. The study showed that discursive production in content marketing is close to practices that aim to modulate and control behaviors in pedagogical mediations based on injunctive discursive constructions, with a moralizing tone, as well as that such practice contributes to the formation of a writer/reader citizen conditioned to relate sociotechnically with a double interlocutor: a human being and an algorithmic one. The algorithmic entity establishes a form of rationalized technical relationship and is the one who will decide how a publication will appear on the results pages of an internet search engine.
COMMITTEE MEMBERS:
Presidente - 287526 - NELSON DE LUCA PRETTO
Interna - ***.026.851-** - VERONICA SOFIA FICOSECO - UFBA
Interna - 1000225 - MARIA ROSELI GOMES BRITO DE SA
Externo ao Programa - 2292319 - MESSIAS GUIMARAES BANDEIRA - UFBAExterna à Instituição - PATRÍCIA GONÇALVES SALDANHA BRASIL - UFF
Externo à Instituição - CARLOS FREDERICO DE BRITO D'ANDREA - UFMG
Externo à Instituição - PIER CESARE RIVOLTELLA