Media Platforms and Algorithms: content and social implications
M. M. Nazarov
Abstract
The paper considers the new features of the digital media environment associated with the widespread introduction of platforms and algorithms in media practices and reveals the technological, business and social background of these innovations. The application of platforms and algorithms is a powerful tool for implementing the commercial imperative in the media. In general, this is a characteristic feature of the development of modern society – a trend towards comprehensive metrization. Along with the advantages, the use of predictive algorithms, personalization of content based on tracking of past communicative behavior has a number of negative social consequences. E.g., ‘filter bubbles’ contribute to the formation of closed information segments. The model of social behaviorism underlying the recommendation services contributes to the modification of people’s informational behavior. Algorithmization of media landscape strengthens the trends of content delivery to individual consumers, and not to citizens inclined to make joint decisions regarding the common interests of social life.