Surveillance Capitalism and Facebook CAPITALISM AND FACEBOOK:

User data collection and the role of social media in the 2016 U.S. presidential elections

Abstract

Digital social networks have transformed contemporary political communication, particularly through their operation under the logic of surveillance capitalism — an economic model based on the collection and commercialization of personal data. This article examines the role of Facebook in the 2016 United States presidential election, with a specific focus on Donald Trump's campaign. The objective is to investigate how the platform embedded in this model may have influenced voter behavior through algorithms, psychometric targeting, and the dissemination of disinformation. The methodology combines bibliographic and documentary review, and analyzes the use of data by Cambridge Analytica, the deployment of fake news and dark posts, and the creation of echo chambers that reinforced pre-existing political beliefs among users. The findings suggest that Facebook may have contributed to their political polarization by delivering personalized content that restricted access to diverse perspectives. Additionally, the research demonstrates that surveillance of capitalism extends beyond the economic sphere, directly impacting political communication and democratic integrity. Accordingly, the study underscores the importance of discussing digital regulation and exploring strategies to counter the spread of content that undermines democratic environments.