A PROTEÇÃO DE DADOS DO SUJEITO ALGORÍTMICO NOS CONTRATOS ELETRÔNICOS DE CONSUMO

Abstract

The objective of this article was to briefly analyze the impact of algorithms in social networks on individual autonomy and consumption, focusing on the figure of the algorithmic subject and its legal implications, especially in the context of consumer law. The text presents the evolution of consumption, showing how the search for new markets and the intensification of consumption have shaped contemporary capitalism. With the rise of social networks and the massive use of algorithms, the collection and analysis of user data have become powerful tools for directing consumer behavior. The concept of algorithmic subject is presented to describe the individual whose actions and decisions are influenced by algorithms that personalize the online experience. The research addresses the legal implications of this new reality. The methodology used a qualitative approach, combining bibliographical analysis and secondary data analysis. We conclude that algorithms play a relevant role in shaping consumer behavior, raising important questions about privacy, autonomy, and responsibility. The figure of the algorithmic subject reveals the fragility of the individual in the face of algorithmic manipulation, requiring the creation of more effective protection mechanisms.