Oliveira, Thalles RodriguesMedrado, Alice Parrela2025-05-212024https://deposita.ibict.br/handle/deposita/770The present study addresses the concept of personalization as articulated by the philosopher Gilles Lipovetsky. It aims to highlight the idea of personalization emerging from the post-modernity era to understand the process of personalization within cyberspace throughout hypermodernity. This focus is justified by a desire to comprehend the processes of information personalization, beginning with the creation of Google's algorithm in 2009. Personalization embodies a foundational aspect of post-modernity, as it elaborates the concept of self-enterprise the becoming of oneself. This notion is conceived during a time of societal flexibility and high consumption of goods, where consumption itself is seen as a source of pleasure, thus invoking the structure of hedonism through the logic of marketing seduction. Based on the philosophy of C.S. Peirce, the study seeks to illustrate how internet users organize themselves through a method of fixing belief. Peirce asserts that the goal of belief is a state of calm. In the pursuit of this stable state, users adopt the Method of Tenacity, whereby it is sufficient simply to hold a belief, which need not be grounded in evidence but must fulfill the purpose of belief, which is happiness. The study thus aims to reflect on how this method strengthens the rise of the Post-truth era and its elements of Fake News and Negationism. Fake News is seen as discourse constructed for manipulation, while Negationism is marked by hatred and the struggle to weaken state and scientific institutions that are dedicated to knowledge production. Finally, the research developed an educational material that yielded positive results in teaching information philosophy and technology.application/pdfopenAccessPós-modernidadePersonalizaçãoCiberespaçoHipermodernidadePós-verdadeNegacionismoCrençaMétodo da TenacidadePos-modernityPersonalizationCyberespaceHypermodernityPost-truthFake NewsNegationismBeliefMethod of TenacityCiências HumanasDissertação