Algorithmic imaginaries and Amazon's mediation in book sales

Abstract

The article presents the results of a master's research on how imaginary algorithms are developed in the sale of books by Amazon, in Brazil. A theoretical study and an investigation were carried out divided into two fronts: the first refers to the analysis of the Amazon book sales page, in which the present mechanisms are verified and that can be part of the construction of the users' imaginaries. On the second front, we analyzed 1,065 tweets, which were distributed, non-exclusively, into four analysis categories. They are: 1) mobilization of the imaginary through the senses; 2) mobilization of the imaginary during the consumption relationship with Amazon; 3) user recognition of algorithmic actions; 4) referring to Amazon's logic in book sales. From these two analysis movements, united in the light of the adopted literature, the results of the research indicate that the company's operating logic marked by seduction and fluidity impact both on the algorithmic imaginary elaborated by the user, as well as on the mediation of knowledge and reading, endangering bibliodiversity. The lack of a critical position from users about this way of operating was also pointed out in this research