Dynamics and Mechanisms of Reproduction of the Ideology of Consumerism by Transnational Data Firms

Abstract Through the literature review method, this research identifies a non-exhaustive series of dynamics and mechanisms used by data companies such as Google, Facebook, Amazon, and also by the group of companies known as ‘data brokers’, for the reproduction of the ideology of consumerism. A definition for such ideology is also presented. Five dynamics and 17 mechanisms are described within these two categories. The combination of subsets of elements in the second categorization gives rise to the first. The research question addressed here is: how do transnational data companies act in the international reproduction of the ideology of consumerism? It is argued that they take advantage of a deliberate lack of interest, mainly state interest, in regulating how they operate in the International Political Economy, to capture data through general dynamics that result from the articulation of specific data capture mechanisms. Thus, these companies manage to naturalise, ideologically, the act of consuming. The general dynamics identified by the paper were five: personalisation, web concentration, architecture of choice, infrastructural imperialism, and lock-in. The phenomenon is discussed in the light of the Critical Theory of International Relations.