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Privacy and marketing: and ethical discussion about data protection policies in Brazil and England

Grant number: 15/25771-5
Support Opportunities:Scholarships in Brazil - Scientific Initiation
Effective date (Start): March 01, 2016
Effective date (End): September 30, 2016
Field of knowledge:Applied Social Sciences - Communications - Theory of Communication
Principal Investigator:Luiz Peres Neto
Grantee:André Kupfermann Rodarte
Host Institution: Escola Superior de Propaganda e Marketing (ESPM). São Paulo , SP, Brazil


The appropriation of personal information by corporations for marketing purposes is a constant topic of debate, fundaments of which are found at the intersection between ethics, communication and consumerism. Based on the monitoring tools available in the digital environment, widely used for marketing plans, this job proposes to investigate the implications and ethical challenges related to the moral boundaries found - which, sometimes, correspond to legal limits - for elaborating marketing and communications campaigns. This research has shown to be fertile for discussing some recent legislative initiative for the regulation of personal data protection in Brazil. Through profound interviews involving Brazilian marketers, we will investigate the moral principles present in these actors' discourse. Regarding the theoretical framework, we will work with authors whose studies cover surveillance, privacy and cyber culture - such as Fernanda Bruno, André Lemos, Sérgio Amadeu da Silveira and Eugênio Trivinho - those in the moral philosophy field - in which Hannah Arendt, Adela Cortina, Marilena Cahuí and Renato Janine Ribeiro stand out - and, finally, authors who problematize issues related to speech communication and/or consumption - Maria Aparecida Baccega, Everardo Rocha, Adilson Citelli and Luiz Peres-Neto. (AU)

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