A PERSONALIZAÇÃO: da pós-modernidade ao Google

ABSTRACT: This article is about the concept of personalization as described by the philosopher Gilles Lipovetsky. The aim is to highlight the idea of personalization arising from the post-modernity era in order to understand the process of personalization within cyberspace throughout hypermodern, with the justification of understanding the processes of personalizing information from the creation of the algorithm by the company Google in 2009. Personalization understands the inaugurating character of post-modernity, given that this idea elaborates the enterprise of the self. It is conceived at a time of societal flexibility and high consumption of goods, and judging that this consumption causes pleasure, the structure of hedonism is then invoked based on the logic of seduction by marketing and the Fordism structure of production. Keyword: Post-modernity; Personlization; Cyberespace; Hypermodern