Algorithmic interpellation of the consumer

Abstract

The objective of this article of theoretical reflection, comprehensive in nature and based on bibliographic research, is to demonstrate how algorithms have influenced the consumer approach in recent times, marked by neoliberal economic rationality. To this end, it is proposed the concept of algorithmic interpellation, which diverges radically from the Althusserian interpellation. The algorithmic interpellation of the consumer is characterized by datafication, subjecting attributes, activities and interactions to several types of metrics; recursivity, continuously predicting future behaviors on the basis of information provided about himself in some way by the consumer; profiling, defining profiles from the contingent articulation of traces obtained from each consumer; and clustering, grouping related profiles into clusters directed toward consumption.