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Pontifícia Universidade Católica De São Paulo Puc PONTIFÍCIA UNIVERSIDADE CATÓLICA DE SÃO PAULO PUC-SP PROGRAMA DE ESTUDOS PÓS-GRADUADOS EM COMUNICAÇÃO E SEMIÓTICA - COS Renê Eduardo Arruda Orientadora: Profa. Dra. Lucia Isaltina Clemente Leão O DISPOSITIVO DA WEB – UM ESTUDO SOBRE A LÓGICA DO FILTRO DE BUSCA DO GOOGLE MESTRADO EM COMUNICAÇÃO E SEMIÓTICA SÃO PAULO 2019 PONTIFÍCIA UNIVERSIDADE CATÓLICA DE SÃO PAULO PUC-SP Renê Eduardo Arruda O DISPOSITIVO DA WEB – UM ESTUDO SOBRE A LÓGICA DO FILTRO DE BUSCA DO GOOGLE MESTRADO EM COMUNICAÇÃO E SEMIÓTICA Dissertação apresentada à Banca Examinadora da Pontifícia Universidade Católica de São Paulo, como exigência parcial para obtenção do título de MESTRE em Comunicação e Semiótica, na área de Processo de Criação nas Mídias, sob orientação da Profa. Dra. Lucia Isaltina Clemente Leão (PEPGCOS/PUC-SP). SÃO PAULO 2019 PONTIFÍCIA UNIVERSIDADE CATÓLICA DE SÃO PAULO PUC-SP Renê Eduardo Arruda O DISPOSITIVO DA WEB – UM ESTUDO SOBRE A LÓGICA DO FILTRO DE BUSCA DO GOOGLE Banca Examinadora _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Agradecimento à agência de fomento à pesquisa A presente pesquisa foi realizada com apoio da CAPES, Coordenação de Aperfeiçoamento de Pessoal de Nível Superior, Brasil. Este suporte foi importante por permitir maior tempo de dedicação à pesquisa, o que resultou em mais oportunidades de aprendizado e mais qualidade na produção científica. Agradecimentos Agradeço à minha esposa, Roberta Krem, pelo inestimável apoio à realização deste Mestrado, sempre com uma palavra amiga e carinhosa, me incentivando a continuar, progredir e jamais me dar por vencido, acreditando no meu melhor. Agradeço à Profª. Lucia Leão, minha mentora na academia, cuja gentileza, prestatividade e inteligência contribuíram para meu desenvolvimento tanto enquanto pesquisador quanto como ser humano. Agradeço ao meu amigo Leandro Furlan da Silva, pelas inúmeras discussões acerca do assunto pesquisado, fomentando idéias e tirando dúvidas, além de ter codificado o Googlebot utilizado no capítulo 3 desta pesquisa. Agradeço à meus amigos Orian, Thiago e Caio, pelas excelentes conversas acerca do assunto pesquisado, sempre dispostos a discutirem as relações entre tecnologia e sociedade. Agradeço aos membros do grupo de pesquisa CCM (Comunicação e Criação nas Mídias), cujas discussões, palestras e questionamentos me levaram à descoberta de novos autores, ideias e conceitos que puderam ser aproveitados nesta pesquisa. Agradeço aos meus pais, Vânia e Flávio, por terem se esforçado para me proporcionar uma educação de qualidade, e por fomentarem em mim a idéia que estudo e pesquisa podem ser caminhos para crescimento pessoal e profissional. Resumo O DISPOSITIVO DA WEB: UM ESTUDO SOBRE A LÓGICA DO FILTRO DE BUSCA DO GOOGLE No contexto das pesquisas em processos de criação na comunicação e na cultura, especificamente no universo da cultura das redes informacionais, a presente pesquisa visa estudar as complexidades que permeiam o fenômeno comunicacional das interações entre usuários do ciberespaço e os resultados de pesquisas através do uso de motores de busca. Mecanismos de busca indexam o conteúdo da web, organizando-o segundo uma lógica própria para compor páginas de resultados de pesquisa. Estes sistemas são desenvolvidos para considerar uma série de critérios quando um usuário realiza uma busca, como palavras-chave, histórico de pesquisa, localização geográfica, entre outros. Assim, a lista de resultados de busca é, em certa medida, diferente para cada usuário. Desde 2009 o Google é a ferramenta de busca mais acessada do mundo, processando um vasto número de informações. A presente dissertação pretende compreender a lógica do filtro de resultados de busca do Google, mapeando como os resultados de pesquisa são personalizados para cada usuário. Devido à vastidão de conteúdo na web, buscadores como o Google tornaram-se ferramentas estruturantes da interação dos usuários neste espaço informacional, determinando o que é exibido como resultado. Seguindo a lógica definida por seus filtros, o Google estabelece relações de poder, agindo como dispositivo, à medida em que modula os resultados de busca de acordo com o perfil de cada usuário, e também de acordo com o contexto social no qual está inserido. O método de pesquisa consiste, primeiramente, em análise do filtro de busca do Google a partir das perspectivas teóricas de Foucault, Deleuze e Guattari, Lazzarato e Halavais. Em paralelo, foi realizado um experimento para verificação empírica do modo de funcionamento do filtro de buscas. O experimento consiste em uma análise qualitativa dos resultados de busca de 5 perfis de usuários elaborados pelo pesquisador, a fim de identificar divergências nos resultados de pesquisa para os mesmos termos de busca. A pesquisa resultou na conceituação da lógica do filtro de busca do Google, verificação da hipótese de divergência de resultados de busca de acordo com características de cada usuário e revelou indícios da subjetivação operada pelo dispositivo. Palavras-chave: comunicação, cultura e mídias digitais; ferramentas de busca; pagerank; algoritmos; modulação. Abstract APPARATUS OF THE WEB: A STUDY ABOUT GOOGLE’S FILTER LOGIC In the context of research in communication and culture creation processes, specifically in the information network culture universe, the present work aims to study the complexities that permeate the communicational phenomenon of the interactions between users of cyberspace and search results from search engines. Search engines index content from the web, organizing it according to its own logic to compose search results pages. These systems were developed to consider a series of criteria when a user inserts a query, such as keywords, user’s search history, geographic location, among others. Thus, the search results page is, to some extent, different for each user. Since 2009 Google is the most accessed search engine in the world, processing a vast amount of information. The present dissertation intends to understand the logic of the Google search results filter, mapping how the search results are personalized for each user. Due to the vastness of the web, search engines like Google have become structuring tools for user interaction in the digital informational space, determining what is displayed as a search result. Following the logic defined by its filters, Google establishes power relations, acting as an apparatus, as it modulates the search results according to the profile of each user, and also according to the social context in which it is inserted. The research method consists, first of all, in the analysis of the Google search filter from the theoretical perspectives of Foucault, Deleuze and Guattari, Lazzarato and Halavais. In parallel, an experiment was carried out to empirically verify the operation of the search filter. The experiment consists of a qualitative analysis of the search results of 5 user profiles created by the author, in order to identify differences in search results for the same search queries. The research resulted in the conceptualization of the Google search filter logic, verification of the hypothesis of divergence of search results according to each user's characteristics, and revealed evidence of the subjectivation operated by the device. Keywords: communication, culture and digital media; search engines; pagerank; algorithms; modulation. Sumário INTRODUÇÃO....................................................................................................................................... 11 1. SISTEMAS DE BUSCA NA WWW E O GOOGLE .............................................................................. 17 1.1. O QUE É UM SISTEMA DE BUSCA NA WEB? ...................................................................................... 17 1.2. TIPOLOGIA DE SISTEMAS DE BUSCA ............................................................................................... 18 Indexação e ordenação de resultados .......................................................................... 20 Diretórios ou catálogos ......................................................................................................... 20 Programas ou robôs de busca ............................................................................................... 22 Híbridos, metabuscadores e segmentados ............................................................................ 31 1.3. GOOGLE ................................................................................................................................. 33 1.4. BUSCA PREDITIVA E FILTRO-BOLHA............................................................................................. 51 2. CONTROLE E LÓGICA OPERATIVA DOS ALGORITMOS DE SERVIÇOS DA WEB ............................... 58 2.1. ALGORITMOS E A ESTRUTURAÇÃO DO MODO DE USO DA INTERNET ........................................................ 58 Uso social de buscadores ............................................................................................. 59 Anexo preferencial ....................................................................................................... 60 Atenção, recurso finito ................................................................................................. 62 2.2. RELAÇÕES ENTRE DATA MINING E MODULAÇÃO DE RESULTADOS COMO LÓGICA TÉCNICA QUE PERMITE O CONTROLE ..........................................................................................................................................
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