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Kaiser, Brittany (2020), La Dictadura De Los Datos Revista Crítica de Ciências Sociais 122 | 2020 Número não temático Kaiser, Brittany (2020), La dictadura de los datos David López Jiménez Edición electrónica URL: http://journals.openedition.org/rccs/10852 DOI: 10.4000/rccs.10852 ISSN: 2182-7435 Editor Centro de Estudos Sociais da Universidade de Coimbra Edición impresa Fecha de publicación: 1 septiembre 2020 Paginación: 183-185 ISSN: 0254-1106 Referencia electrónica David López Jiménez, « Kaiser, Brittany (2020), La dictadura de los datos », Revista Crítica de Ciências Sociais [En línea], 122 | 2020, Publicado el 10 septiembre 2020, consultado el 23 septiembre 2020. URL : http://journals.openedition.org/rccs/10852 ; DOI : https://doi.org/10.4000/rccs.10852 Revista Crítica de Ciências Sociais, 122, Setembro 2020: 183-188 RECENSÕES Kaiser, Brittany (2020), La dictadura de los datos. Madrid: HarperCollins, 494 pp. Traducción de Carlos Ramos Malavé En la presente monografía se aborda un CA recurría a Facebook para recabar una asunto relativamente conocido gracias gran variedad y tipología de datos. Detrás al extraordinario documental de Netflix de cuanto se ha podido determinar subyace sobre Cambridge Analytica (en adelante la práctica de que se estaba recopilando y CA): El gran hackeo. CA utilizó, sin con- monitorizando nuestra información; o sea, sentimiento alguno, datos personales de lo que algunos han dado en llamar “capita- la red social Facebook con el objetivo de lismo de vigilancia”. En lugar de enfocarse dirigirse a determinadas personas, mani- en los consumidores y usuarios, CA puso pularlas y condicionar el sentido de sus su atención en los votantes. Da la impre- votaciones. sión de que, en sí mismo, el propio modelo Esta empresa británica, en torno a la cual de vigilancia de la Red atenta contra los gira la presente monografía, poseía entre derechos humanos. 2000 y 5000 datos de cada norteameri- Ahora bien, no sólo se recopilaban datos cano mayor de edad. Esta cifra no pasa de usuarios, sin su preceptivo consenti- desapercibida, pues en virtud de la misma miento, sino que los mismos eran objeto de se establecían perfiles. A cada individuo tratamiento en virtud de complejos análisis se le atribuía puntuaciones denomina- para trazar perfiles, como ya se adelantó. das OCEAN con las que se valoraba su Dado que cada persona se insertaba en personalidad. Las letras que constituyen un determinado perfil, se arbitraban los el vocablo OCEAN tienen el siguiente mecanismos oportunos con el objetivo significado: O se refiere a abierto (open); de condicionar su comportamiento. Para C es concienzudo; E, extrovertido; A, manipular las decisiones de los usuarios, afable, y N atañe a neurótico. Según los un importante porcentaje de empresas valores de cada una de esas categorías se recurren a vulnerabilidades psicológicas decidían los mensajes que podían influir para influir en sus emociones. Se trata de en su conducta. Este planteamiento recurrir a la ingeniería social con el fin está relacionado con una aplicación de dirigir anuncios o mensajes que incidan diseñada por Aleksandr Kogan, acadé- en las creencias y determinen el comporta- mico de la Universidad de Cambridge. miento en un sentido. Este tipo de modelos Aparentemente con una finalidad de inves- puede fomentar la discriminación, ya que tigación académica, diseñó la aplicación segrega a los sujetos en función de su raza, This is your digital life que ofrecía un perfil sexo, etnia, religión u opiniones políticas. de personalidad, una vez que el usuario Brittany Kaiser, autora de la obra, nació en hubiera incluido determinados datos. Esa Houston (Texas) y vivió gran parte de su base de datos fue vendida a CA. vida en Chicago (Illinois). Es una consul- Los usuarios recibían mensajes mediante tora política estadounidense que pasó del los cuales se determinaba su compor- idealismo progresista a posicionarse en lo tamiento hacia ciertos mandatarios. que podríamos calificar de lado oscuro, 184 | Recensões sin ser consciente en muchos casos; asi- inesperado que no buscaba la victoria mismo, inicialmente fue una activa cola- frente a Clinton, logró ganar gracias boradora en la campaña de Barack Obama. al trabajo de Kaiser y sus compañeros. La empresa desde la que Kaiser condicionó Contra todo pronóstico, se impuso lo que el desenlace de importantes acontecimien- parecía una quimera imposible de alcanzar. tos mundiales, como el Brexit o las eleccio- Este no fue el único acontecimiento cuyo nes norteamericanas que dieron la victoria desenlace estuvo condicionado por CA, a Donald Trump, modificó la minería de ya que también prestó sus servicios para el datos y también el análisis de los mismos referéndum en el que se decidiría la salida respecto a las comunicaciones estratégicas del Reino Unido de la Unión Europea (en de índole electoral. Las actuaciones de CA la historia reciente ya se habían celebrado relacionaban la psicología del comporta- otros dos referéndums que datan de 1975 miento con la investigación de carácter y 2011). El Brexit es objeto de examen en cuantitativo, ofreciendo una imagen el capítulo once. Los votantes a favor de detallada del consumidor y, además, de la la salida del espacio comunitario se impu- competencia y de las tendencias de futuro. sieron por algo más del 51 %. La obra consta de un total de veinte apar- Tras el excelente trabajo realizado por tados. El primer capítulo trata sobre los CA en las elecciones norteamericanas, orígenes de la incorporación laboral de la obra se refiere a la importante conso- la autora en CA, que se produce como lidación y proyección internacional que resultado de una comida informal con protagoniza la consultora CA. A su vez, el diversos amigos y colaboradores de la capítulo catorce alude a cuestiones rela- empresa británica. Los capítulos segundo tivamente heterogéneas como la posible y tercero versan sobre algunos de los casos actuación de Rusia en las elecciones nortea- en los que ha participado CA –que forma mericanas o las acciones del controvertido parte de SCL (Strategic Communication Julian Assange –portavoz de WikiLeaks–. Laboratories)–, en los que se refiere a las Finalmente, la autora aborda su interés actuaciones en las elecciones de Nigeria por la cadena de bloques, siendo que en (África). En los apartados cuarto y quinto aquel momento esta tecnología todavía se analizan las características de la oferta no estaba tan desarrollada ni era tan reco- laboral que recibió la autora después de nocida como en la actualidad. El capítulo acudir al Foro de Davos y tratar con poten- siguiente menciona las actuaciones que ciales clientes. El contenido de la obra Kaiser y su empresa llevaron a cabo en las pone de relieve que la empresa para la que elecciones mexicanas. Abundando en este trabajaba Kaiser estaba constantemente tema, CA también tuvo una importante recopilando y analizando los asuntos que repercusión en India, Kenia, Nigeria, realmente preocupaban a las personas en República Checa y Argentina. cada momento. En definitiva, se buscaba Todos los capítulos posteriores se refieren disponer de lo que se podría denominar a las reacciones que se suscitaron, a nivel una suerte de identidad digital de un con- mundial, tras conocerse las deleznables junto muy amplio de personas, para incidir prácticas de la consultora. Los ciudadanos sobre sus decisiones. debían conocer que la democracia está en Los siguientes capítulos (cinco a diez y serio peligro, pero también que las deci- doce) se enfocan en las particularidades siones que en su momento creyeron tomar que rodearon la campaña presidencial de libremente realmente no lo eran, sino que Donald Trump. El aparente candidato fueron resultado de la manipulación. Recensões | 185 En su obra, Brittany Kaiser hace un recor- libertad deben estar presentes en la reali- rido exhaustivo por diversas reuniones a dad cotidiana. Especialmente sugerentes las que asistió y los desconocidos méto- resultan las apreciaciones formuladas por dos vulneradores de la privacidad que se Kaiser para concienciar al lector acerca de utilizaron en numerosos asuntos claves de la necesidad de proteger nuestros datos y nuestro tiempo. En definitiva, podemos la democracia. La autora ha creado una mostrar sin ambages la escala masiva que fundación que denominó Own Your Data ha logrado el espionaje, la injerencia sin (sé dueño de tus datos). fundamento e ilícita en la vida privada de las personas y el fin del derecho a la David López Jiménez privacidad: la utopía de un panóptico universal. La ética, la transparencia y la Revisado por José Morales Foucault, Michel (2018), O enigma da revolta: entrevistas inéditas sobre a Revolução Iraniana. São Paulo: n‑1 edições, 144 pp. Traduzido por Lorena Balbino Quarenta anos após a Revolução Iraniana relevantes sobre desmistificação dos arran- (1978­‑1979), revisitar o processo a partir jos revolucionários do Ocidente para se das percepções sobre a potencialidade da pensar outras formas de resistência. insurgência através da perspectiva de um A publicação de O enigma da revolta crítico como Michel Foucault significa não reúne postumamente duas entrevistas reduzir os levantes a um movimento de inéditas concedidas por Foucault em 1979 retorno à religião para formação de uma sobre as manifestações desencadeadoras teocracia. No anseio do povo iraniano que da Revolução Iraniana, para além de ter se insurge, é possível verificar um desejo de uma apresentação de Lorena Balbino, um mudança que assume o risco do confronto, artigo de Farès Sassine (“Sobre entrevis- como sugere o filósofo. As múltiplas entre- tar Michel Foucault”), e um posfácio de vistas e palestras realizadas por Foucault Christian Laval (“Foucault e a experiência são uma das marcas de seu percurso e utópica”). As entrevistas visam esclarecer resultam em publicações e traduções cons- as repercussões midiáticas das análises do tantes, como os diversos tomos de Dits et filósofo sobre o processo revolucionário écrits. Ao desvelar as fissuras daquilo que – que este teve oportunidade de acom- parece evidente, Foucault assumiu a posi- panhar em duas visitas realizadas ao país ção de intelectual específico por ele mesmo em 1978, tendo produzido inclusive uma reivindicada.
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