ABSTRACT
This article discusses the imbrications of the contemporary technological context with consumption and advertising in the Brazilian scenario. For this, we start with a theoretical review on the accelerated expansion of digital technology, which, on the one hand, initially brought democratic and inclusive promises, with broad access and sharing of information; on the other hand, over time, it had harmful effects, especially in the social, political, and ideological spheres. Consumption is centrally part of this discussion, since the possession and manipulation of data and algorithms occur by a few powerful global private companies, which have their economic model based on advertising. Finally, we will present market actions that exemplify the peripheral position of the country’s consumer-citizens in this debate.
KEYWORDS:
Consumption; Communication; Surveillance; Advertising; Technology