DIGITALNA KOMUNIKACIJA U PLATFORMSKOM OKRUŽENJU: ALGORITAMSKO POSREDOVANJE, KONSTRUKCIJA IDENTITETA I DRUŠTVENE MOĆI
DOI:
https://doi.org/10.58898/famedia.v1.1Keywords:
digitalna sociologija, platformsko društvo, algoritamsko posredovanje, konstrukcija identiteta, nadzorni kapitalizam,, datafikacijaAbstract
Rad ispituje sociološke dimenzije digitalne komunikacije u uslovima u kojima su digitalne platforme postale dominantna infrastruktura savremene društvenosti. Polazeći od pretpostavke da platforme nisu neutralni kanali prenosa informacija već složeni socio-tehnički sistemi koji kroz svoje arhitekture, algoritme i poslovne modele aktivno oblikuju obrasce interakcije, rad povezuje tri analitičke ose: algoritamsko posredovanje komunikacije, konstrukciju identiteta u uslovima nadzora i reprodukciju odnosa društvene moći. Oslanjajući se na dramaturški pristup Ervinga Gofmana i njegovu primenu na onlajn okruženje, na koncept platformskog društva (van Dijck, Poell & de Waal), na kritiku datafikacije i podatkovnog kolonijalizma (Couldry & Mejias) i na teoriju nadzornog kapitalizma (Zuboff), rad pokazuje da se savremena digitalna komunikacija odvija u polju napetosti između povezanosti i izolacije, samoizražavanja i nadzora, te participacije i kontrole. Zaključuje se da sociološka analiza digitalne komunikacije zahteva teorijske okvire koji prevazilaze dihotomiju mikro i makro nivoa i koji digitalne fenomene kontekstualizuju u šire obrasce društvene stratifikacije i moći.
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