¿Plataformización de la piel? Tatuajes biométricos, dataísmo y datificación del consumidor
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Este ensayo teórico parte de la posibilidad de la plataformización de la piel mediante el uso de tatuajes biométricos para analizar los riesgos inminentes del consumo de wearables y su marketing biopolítico en el contexto del capitalismo comunicativo. El tema se aborda desde una perspectiva crítica que va más allá de la retórica del marketing que se centra en la mejora individual y el autocuidado a través de la datificación del consumidor. El objetivo es superar la opacidad de los sistemas tecnológicos asociados a las tecnologías de la información y la comunicación. Discute las consecuencias del marketing biopolítico asociado al consumo de wearables, como la formación de perfiles, informados por una gubernamentalidad basada en la creencia del dataísmo, que fomenta mercados de verdad objetiva con base en la captura o análisis de una cantidad masiva de datos (big data), capturados por plataformas y wearables. Luego se concluye que el consumo de wearables asociados a la plataformización de la economía, datificación y dataísmo plantea riesgos para la privacidad y la democracia, especialmente en contextos como el de la pandemia, en el que la dependencia de las tecnologías de la información y la comunicación es evidente.
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