Direito, ciberespaço e redes sociais: desafios da proteção do consumidor no social commerce

Abstract

This paper proposes to carry out a sociological observation transdisciplinary slope of the relationship between Law and Information and Communication Technologies (ICTs). It starts with the theory of structuration, the British sociologist Anthony Giddens, seeking, with it, see cyberspace as the relational space in the building of virtual social networks in a scenario of high modernity. Notice will be a combination of seemingly disparate processes such as globalization, law and technological revolution, which has been outlining a unified planetary society, marked by uncertainty and indeterminacy. In this sense, the theory of structuration, globalizing trends of high modernity is marked by the reorganization of time and space, mechanisms for undocking and reflexivity. Indeed, it intensifies from the joint action of individuals and machines. Thus, it will unveil a thesis about machines (Levy / Guattari), which will allow a broader understanding not only the context of networks, but the process of formation and articulation of identities in a context of reflexive monitoring in cyberspace. Machinery and individuals weave themselves together in a world consisting of bodies, cultures, languages, meanings, folds and pleats, where it becomes the empirical and the transcendental transcendental result is an empirical world in a constant interpenetration, creating mecanosphere the mega-machine world. From this perspective, it is observed that the creation of social networking sites is leading communication environments they deserve, now, the attention of law. Among them, there is the need for observation of a hybrid figure, which appeared recently in cyberspace, from the interface between electronic commerce (e-commerce) and social networks, called social commerce (trade office). Indeed, cyberspace has lead to the emergence of a consumer cyberculture, deterritorialized, depersonalized and constantly evolving social network. In this new virtual space in shopping network, can be pointed out, so issues of interest to the law, particularly the right of the consumer. Among these is the publicity and protection of privacy and intimacy in cyberspace, stressing, among other things, the databases and records of consumers. It is understood that the problems now diagnosed bring the need for a reinterpretation and adaptation of legal dogmatics of consumer law, which can make use of subsidies for a sociological viewpoint. Transformations of time, the co-modification of the space and the establishment of a complex environment created are thus factors to be weighed in legal analysis that account not only the physical but also virtual.