Personalization Algorithms: Revolutionizing Media Production for Targeted Engagement
Abstract
In today's digital age, media consumption is no longer a passive experience. The rise of personalization algorithms has transformed how audiences interact with content, tailoring their media journeys to individual preferences and behaviors. This paradigm shift presents a unique opportunity for media production agencies to redefine their strategies and approaches, creating content that seamlessly integrates with these algorithms to deliver personalized and engaging experiences.
For a forward-thinking media production agency like P+ Studios, understanding and harnessing the power of these personalization algorithms is not just a strategic advantage, but a necessity. Even so, we should not forget the possible consequences of this shift. In our upcoming article, we will take a look at the impact that algorithms have on the users, as well as how they shape the society in which they live.
But first, what is algorithmic personalization?
When talking about personalization algorithms, authors often refer to it as the process of adapting the information or the services a website provides to the user’s needs and interests (Castellano, Jain & Fanelli 2009, 1). The type of information depends on the requirements and goals of each platform. Researchers like Neil Thurman and Steve Schifferes propose the distinction between explicit and implicit personalization. While the first one requires users to disclose their preferences in a proactive way, default personalization is based on observations of online behavior. (Thurman, Schifferes 2012, 776).? We consider this classification to be relevant to the topic, as it draws attention to the fact that obtaining the data can be done both directly, through an informational exchange with the user, and indirectly, by studying it.
Nonetheless, it should be noted that algorithms also evaluate the degree of matching the filtered results with the user's needs. For example, an algorithm can interpret a click or a follow-up action (such as like or comment) on a recommendation it provided as an exact match. Therefore, such evaluative actions present a series of risks such as self-consolidation and reduced diversity, which can lead to partial information blindness (Haim, Graefe & Brosius 2017, 3). The process can also be found under the expression "filter bubble" (Pariser 2011)? or "echo chamber" (Sunstein 2009). Further on, we will dive into this latter concept as an attempt to offer our readers some insights on the role that algorithms play when shaping opinions.
The echo chamber effect
In the process of interacting with a device or system that works based on artificial intelligence, the user acts according to a series of attitudes and preferences already acquired. From this point of view, authors Kathleen Hall Jamieson and Joseph N. Cappella say it is much more likely for the user to seek out information consistent with his own beliefs and to avoid those that cause discomfort. Research shows that when faced with uncomfortable data, people find ways to reject it. One of the techniques used involves the application of so-called. In contrast, information who support their beliefs are received without criticism (Jamieson, Cappella 2010, 75).?
We call this the echo chamber effect. The metaphor basically captures the ways in which certain messages are subsequently amplified and reverberated through media. It suggests a closed, bounded media space that has both the potential to amplify the information as well as to isolate it from any possible rebuttal. Thus, an echo chamber is created, in which the frame of reference is common and the loops of feedback are always positive for those who listen, read or watch those means of communication (Jamieson et al. 2010, 76).
At P+ Studios, we believe in the power of informed media consumption. In today's digital age, where algorithms curate content tailored to personal preferences, we recognize the potential for echo chambers to form. This effect, while convenient, can limit exposure to diverse viewpoints and hinder a well-rounded understanding of the world. Through this article, we aimed to shed light on the concept of echo chambers, empowering our users to navigate their media journeys with greater awareness.?
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The symbiotic relationship between evolving media consumption patterns and P+ Studios' ethos drives us to continually redefine our strategies. Our article is a testament to our commitment to produce not only compelling content, but also content that empowers. By providing insights into above mentioned concepts, we encourage our users to chart a thoughtful course through the vast landscape of digital media, ensuring that their experiences remain enriching and well-rounded.?
From echo chambers to polarization
So far, we've uncovered how personalized algorithms can inadvertently confine individuals within their comfort zones, limiting exposure to diverse perspectives. Now, as we journey deeper into the intricate dynamics of the digital media landscape, we arrive at another significant juncture: the polarization of public opinion. Just as echo chambers keep us away from a well-rounded understanding of the world, the polarization phenomenon intensifies the division of these perspectives.?
In one of his papers, author Cass Sunstein says that when a website offers a highly segmented and partisan content, it leads to polarization of public opinion and to what is sometimes called "balkanization of knowledge and understanding" (Holbrook 2001, 756). Research shows that this undermines not only social integration, but also the feeling of sharing a national identity. Nonetheless, such a possibility encourages individuals to live in their own worlds, separated from people and problems of no interest to them.?
Indeed, this possibility of expressing and sharing our opinions in the online environment seems to be a step towards making individuals more open to different ideas, cultures or points of view and subsequently a step towards a more democratic and diverse society. However, it was observed that this easy access to information, along with the disinhibition when it comes to expressing ourselves, produces the opposite effect. Users tend to create connections with similar individuals so that their pre-existing views are reinforced. In such cases, instead of flattening the differences, online social networks reinforce them, leading thus to an increased polarization (Matakos, Terzi & Tsaparas 2017, 2).
What’s next?
In this digital landscape reshaped by personalization algorithms, our article has revealed the mechanics behind tailored content and its effects on media engagement. We've explored how echo chambers and polarization can impact our perspectives as individuals and how that shapes the society in which we live. With the digital horizon stretching before us, P+ Studios remains steadfast in its commitment to cultivate a media culture that empowers, enlightens and enriches. As we part ways, remember that algorithms may mold our experience, but we handle the compass.?
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