Biography
Aleksandra Dimitrijević is a PhD student in Interdisciplinary Humanities at the University of Novi Sad, Faculty of Philosophy. She holds a Master's degree in Serbian Language and Literature and a Master of Science with a major in Didactics (Youth Work in the Community), with over five years of professional experience as an educator. Her core research field is Communicology. Her academic portfolio includes significant international and national professional development, such as a semester-long academic exchange at the University of Klagenfurt, Austria (Department of English, 2016), and professional certification as an HR Manager (MNG Center, Belgrade, 2025). She is a member of the Language Resources and Technologies Society (JeRTeh) and has continuously advanced her expertise in inclusive education and media literacy through projects supported by UNICEF and the Ministry of Education. As an author and coordinator, she has led several notable initiatives, including the inclusive project "Good Morning, I Open My Arms" and the Inclusive Film Project in cooperation with UNICEF Serbia. Her recent research focuses on media framing and critical discourse analysis. aiming to uncover hidden mechanisms of manipulation and explore the application of artificial intelligence in detecting discourse anomalies.
Conference contributions 1
ALGORITHMS AND METADATA
“When Free Isn’t Free”: Biometric Signatures and Mechanisms of Manipulation in the Digital Ecosystem
Contemporary digital marketing has moved beyond traditional methods of user tracking. This review paper synthesises insights from digital communication studies, cognitive framing, and data science. It focuses on the collection of metadata that is not readily apparent to the average user, not through direct audiovisual surveillance but through subtle forms of sensor-generated data. The paper examines the role of accelerometers, gyroscopes, and users’ biometric signatures in the creation of detailed psychological profiles. Drawing on Shoshana Zuboff’s theoretical framework of surveillance capitalism, it explores how algorithms use physiological parameters derived from users’ interactions with their devices to predict emotional states. The mechanisms underlying personalised advertising can be compared to aggressive telephone sales techniques, but may achieve greater success because they allow for automated targeting of individuals’ cognitive vulnerabilities. The ultimate aim extends beyond selling products. The continuous measurement of user behaviour through the Android system provides data for deep learning, whereby the user ceases to be merely a customer and becomes a source of raw material for the development of artificial intelligence. The paper highlights the ethical challenges of an era in which privacy is exchanged for the appearance of free access to digital services, emphasising the need for critical digital literacy.