Tudo tem seu preço

The present work aims to present some possibilities and implications of "surveillance capitalism," highlighting its origin and main characteristics. The methodology used in the writing of this text, which is part of a broader doctoral research, was bibliographical research. Initially, there is a brief discussion regarding the development of the internet and its evolution in Brazil. The risks and implications of personal data collection and the pricing of a user's clicks are discussed. The way companies like Google collect user data is presented, illustrating the methods and tools used to monitor online activity. An analogy is made to Bentham's panopticon mechanism used for surveillance purposes. The General Data Protection Law (LGPD) is briefly mentioned, and finally, it concludes by discussing how 21st-century individuals are part of this entire system of covert surveillance in which they live.