Inteligencia artificial y pulsión. Operatividad del hook model y affective computing en plataformas digitales

• Joan Rovira Martorell ^[1] ; Dr. Francisco Tirado ^[1]
  1. [1] Universitat Autònoma de Barcelona

     Universitat Autònoma de Barcelona

     Barcelona, España

     
• Localización: Telos: Revista de Estudios Interdisciplinarios en Ciencias Sociales, ISSN-e 2343-5763, ISSN 1317-0570, Vol. 26, Nº. 3, 2024, págs. 843-860
• Idioma: español
• DOI: 10.36390/telos263.05
• Títulos paralelos:
  • Artificial intelligence and drive. Operation of the hook model and affective computing on digital platforms
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Actualmente, asistimos a la consolidación de un capitalismo de plataformas que basa gran parte de su economía en la producción de perfiles de comportamiento que buscan dirigir las acciones de los usuarios hacia fines privados. Mediante la asociación de técnicas de conductismo radical con tecnologías algorítmicas de procesamiento de datos se ha intensificado y consolidado una fuerza que Bernard Stiegler ha recogido bajo el nombre de psicopoder. Este artículo tiene como objetivo mostrar cómo ello se consigue a partir del despliegue de dos tecnologías de poder en la arquitectura de las plataformas digitales: el Affective Computing y el Hook Model. Mediante un estudio etnográfico de la red BeReal mostramos cómo estas dos tecnologías consiguen, primero, capturar la atención de los usuarios y crear hábitos de uso y, segundo, promover la circulación de emociones para que éstas puedan ser relacionadas con contextos concretos y datificadas para elaborar perfiles de comportamiento. Finalmente, realizamos un ejercicio teórico para argumentar que ambas tecnologías de control son elementos clave de un nuevo dispositivo de control al que llamamos “pulsional” y mediante el cual se consigue disparar una acción en los individuos que no pasa por su reflexión consciente, lo que tiene consecuencias nocivas para el ejercicio de su libertad.

  • English

    We are currently witnessing the rise of a platform capitalism that bases a significant part of its economy on producing behavioral profiles to direct users' actions towards private ends. By associating radical behaviorism techniques with algorithmic data processing technologies, a force that Bernard Stiegler has identified as "psychopower" has intensified and consolidated. This article aims to demonstrate how this is achieved by deploying two control technologies in the architecture of digital platforms: Affective Computing and the Hook Model. Through an ethnographic study on the BeReal social network, we show how these two technologies first capture users' attention and create usage habits and second, promote the circulation of emotions so that these can be linked to specific contexts and datafied to develop behavioral profiles. Finally, we conduct a theoretical exercise to argue that both control technologies are key elements of a new power dispositif that we call "pulsional," which triggers an action in individuals that bypasses their conscious reflection, leading to detrimental consequences for the exercise of their freedom.

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