Surveillance capitalism, power of digitalization and children: a discourse analysis of parents and guardians

Abstract

This study analyzes the perceptions of parents and guardians about the use of children’s data by organizations that make up the so-called surveillance capitalism. We developed a quali-quanti survey, which counted 565 respondents in the quantitative part, 107 of whom filled in an open-ended questionnaire corresponding to the qualitative stage of the research, commenting on their perceptions or concerns about the use of data by companies whose audience is children. The quantitative results showed that even noticing an increase in the volume of use of digital media and devices by children, parents, and guardians never or almost never read the consent form. Furthermore, the discourse analysis of the answers to the open questionnaire in the qualitative part of the research showed that the participants are silent about the responsibility of organizations that make up surveillance capitalism. Thus, parents and guardians attribute to themselves, third parties, or contextual situations any distortions in the use of digital devices and media by children and in the expropriation and exploitation of data by organizations. For the field of business, the findings represent an advance in discussions on the dark side of digitization, especially in Brazil, where the topic is still unpublished.