Abstract
In this article, we discuss a new power regime, named Algorithmic Governmentality (AG) by Antoinette Rouvroy and Thomas Berns, and that has increasingly been operating in conducting our behavior. Unlike the disciplinary power and biopolitics, such governmentality does not have individuals or populations as its gravity center. Rather, through data mining and profile generation, the AG acts both in the infra-individual level and in the supra-individual one. In order to problematize it, we analyzed and put into question one of its operating modes, the recommendation systems; and, among them, we focused on Netflix’s case. Lastly, we tensioned the effects that its constituent algorithms can have in our subjectivation modes, since it is not rare that they tend to exclude from our experiences the things that are unpredictable and could make something happen to us and transforme us.
Keywords:
Algorithmic Governmentality; Recommendation systems; Data mining; Profiling; Subjectivation Processes