Processo de tomada de decisão no ciberespaço: o papel das redes sociais no jogo das escolhas individuais

• Autor(a) principal: Kaufman, Dora
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/5332
• topic: Capital social; Ciberespaço; Difusão; Colaboração; Redes sociais; Social capital; Cyberspace; Diffusion; Collaboration; Social networks; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The study presented below explores quality changes engendered by the internet in the decision-making process of individuals, showing "collective" subject and enunciators (brands, institutions, corporations, etc.) influence and interference. We address virtual communities role as a "Filter" of the information flow circulating on Internet, generating so-called "qualified information from fiduciary contracts established between the agents of such connections. These aspects will be examined through route studies offered and/or provided by the social network Facebook. The Facebook choice is random from an essence standpoint, but representative due to it now the largest virtual community and which, in Brazil, concentrates "Innovators" and Early Adopters , according to Everett Rogers definition. The study also be examines the interference of tools, developed from the databases of user registries and user selection choices on the Internet, and thus on Facebook, through which agents attempt to interfere and influence individual decisions. Using a theoretical base, one of the objectives of this study is to verify if the essence of Mark Granovetter s sociology theories of the eighties on the role of "Strong Ties" and "Weak Ties " in social networks, and Thomas Valente s diffusion of innovations process and "Behavior Contagion", is still valid and how they behave in the Cyberspace environment. The socio-economic drift of Foucault's analysis of "Human Capital" concept, which was later, expanded with "Social Capital", "Knowledge Society" and "Economy Creative " concepts