Recomendações algorítmicas: percepções de consumo na plataforma de streaming Netflix
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Data
2023-01-26
Autores
Yasuoka, Renan Takeshi
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Os avanços das tecnologias de informação e comunicação implicam em mudanças no fluxo de conectividade e na interação homem-máquina. Dessas interações são gerados dados que se tornaram produtos de interesse para o mercado, dando margem a empresas de streaming como a Netflix em utilizá-los em suas estratégias de personalização. Essa personalização ocorre por meio dos algoritmos de recomendação presentes em seu catálogo de conteúdos, sugerindo títulos personalizados a cada perfil de usuário. Em vista desse fenômeno, o presente estudo tem como objetivo principal compreender as percepções de como as recomendações algorítmicas estão influenciando o consumo dos usuários universitários dentro da plataforma de streaming Netflix. Em termos metodológicos, a pesquisa foi desenvolvida a partir de revisão bibliográfica de fontes secundárias em repositórios acadêmicos, periódicos, livros, sites e de uma pesquisa de campo aplicada por meio de um questionário para entender e interpretar as percepções dos usuários – universitários, frente aos algoritmos de recomendação. Foram obtidas 115 respostas ao questionário. Como resultados, observou-se na análise que os participantes reconhecem que estão expostos aos modelos de recomendações presentes no catálogo da plataforma de streaming Netflix, a grande maioria demonstra receio quanto à coleta e utilização de seus dados pessoais, entretanto, é observado algumas declarações de alguns participantes que manifestam o entendimento que esse processo tecnológico está enraizado e já faz parte de uma prática de mercado realizada por muitas empresas, ou seja, as percepções carregam o viés em relação a questões éticas, abrindo espaço para discussões e reflexões sobre o direito de escolha consciente e privacidade.
The advances in information and communication technologies imply changes in the flow of connectivity and human-machine interaction. These interactions generate data that have become products of interest to the market, giving scope for streaming companies like Netflix to use them in their personalization strategies. This personalization occurs through recommendation algorithms present in its content catalog, suggesting personalized titles to each user profile. In view of this phenomenon, the present study has as its main objective to understand the perceptions of how algorithmic recommendations are influencing college users' consumption within the Netflix streaming platform. In methodological terms, the research was developed from literature review of secondary sources in academic repositories, journals, books, websites and field research applied through a questionnaire to understand and interpret the perceptions of users - college students, facing the recommendation algorithms. We obtained 115 answers to the questionnaire. As results, it was observed in the analysis that participants recognize that they are exposed to the recommendation models present in the catalog of the streaming platform Netflix, the vast majority shows fear about the collection and use of their personal data, however, it is observed some statements from some participants who express the understanding that this technological process is rooted and is already part of a market practice performed by many companies, i.e., the perceptions carry the bias in relation to ethical issues, opening space for discussions and reflections on the right to conscious choice and privacy.
The advances in information and communication technologies imply changes in the flow of connectivity and human-machine interaction. These interactions generate data that have become products of interest to the market, giving scope for streaming companies like Netflix to use them in their personalization strategies. This personalization occurs through recommendation algorithms present in its content catalog, suggesting personalized titles to each user profile. In view of this phenomenon, the present study has as its main objective to understand the perceptions of how algorithmic recommendations are influencing college users' consumption within the Netflix streaming platform. In methodological terms, the research was developed from literature review of secondary sources in academic repositories, journals, books, websites and field research applied through a questionnaire to understand and interpret the perceptions of users - college students, facing the recommendation algorithms. We obtained 115 answers to the questionnaire. As results, it was observed in the analysis that participants recognize that they are exposed to the recommendation models present in the catalog of the streaming platform Netflix, the vast majority shows fear about the collection and use of their personal data, however, it is observed some statements from some participants who express the understanding that this technological process is rooted and is already part of a market practice performed by many companies, i.e., the perceptions carry the bias in relation to ethical issues, opening space for discussions and reflections on the right to conscious choice and privacy.
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Palavras-chave
Sociedade da informação, Recomendações algorítmicas, Personalização, Streaming, Information society, Algorithmic recommendations, Personalization, Streaming