Žikić, Simona

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orcid::0000-0001-6093-1665
  • Žikić, Simona (5)
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Author's Bibliography

The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force

Bojić, Ljubiša; Bulatović, Aleksandra; Žikić, Simona

(Filozofski fakultet Univerziteta u Beogradu, Odeljenje za etnologiju i antropologiju, 2022)

TY  - JOUR
AU  - Bojić, Ljubiša
AU  - Bulatović, Aleksandra
AU  - Žikić, Simona
PY  - 2022
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2716
AB  - Recommender algorithms shape societies by individually expo sing online
users to everything they see, hear and feel in real time. We examine the development
of recommender algorithms from t he Page Rank and advertising platforms to social
media trending tools to draw conclusions about their social effects. Decisions on how
to simplify the complex world around us into dozens of possibilities immensely affect
societies and individuals. Similar to our perceptive apparatus, algorithms are eyes and
ears in the online world, as they focus our attention towards what they „think” should be
important, which is similar to news priming. That is why recommender algorithms are
compared to mass media, given their similar roles to sell products and prolong content
exposure of online users. This inquiry concludes that AI driven recommender algorithms
represent the most powerful social force at present.
PB  - Filozofski fakultet Univerziteta u Beogradu, Odeljenje za etnologiju i antropologiju
T2  - Etnoantropološki problemi
T1  - The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force
IS  - 2
VL  - 17
DO  - 10.21301/eap.v17i2.11
ER  - 
@article{
author = "Bojić, Ljubiša and Bulatović, Aleksandra and Žikić, Simona",
year = "2022",
abstract = "Recommender algorithms shape societies by individually expo sing online
users to everything they see, hear and feel in real time. We examine the development
of recommender algorithms from t he Page Rank and advertising platforms to social
media trending tools to draw conclusions about their social effects. Decisions on how
to simplify the complex world around us into dozens of possibilities immensely affect
societies and individuals. Similar to our perceptive apparatus, algorithms are eyes and
ears in the online world, as they focus our attention towards what they „think” should be
important, which is similar to news priming. That is why recommender algorithms are
compared to mass media, given their similar roles to sell products and prolong content
exposure of online users. This inquiry concludes that AI driven recommender algorithms
represent the most powerful social force at present.",
publisher = "Filozofski fakultet Univerziteta u Beogradu, Odeljenje za etnologiju i antropologiju",
journal = "Etnoantropološki problemi",
title = "The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force",
number = "2",
volume = "17",
doi = "10.21301/eap.v17i2.11"
}
Bojić, L., Bulatović, A.,& Žikić, S.. (2022). The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. in Etnoantropološki problemi
Filozofski fakultet Univerziteta u Beogradu, Odeljenje za etnologiju i antropologiju., 17(2).
https://doi.org/10.21301/eap.v17i2.11
Bojić L, Bulatović A, Žikić S. The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. in Etnoantropološki problemi. 2022;17(2).
doi:10.21301/eap.v17i2.11 .
Bojić, Ljubiša, Bulatović, Aleksandra, Žikić, Simona, "The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force" in Etnoantropološki problemi, 17, no. 2 (2022),
https://doi.org/10.21301/eap.v17i2.11 . .

The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force

Bojić, Ljubiša; Bulatović, Aleksandra; Žikić, Simona

(Faculty of Philosophy, University of Belgrade – Department of Ethnology and Anthropology., 2022)

TY  - JOUR
AU  - Bojić, Ljubiša
AU  - Bulatović, Aleksandra
AU  - Žikić, Simona
PY  - 2022
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2687
AB  - Recommender algorithms shape societies by individually exposing online users to everything they see, hear and feel online in real time. We examine development of recommender algorithms from the Page Rank and advertising platforms to Social Media Trending tools to draw conclusions about their social effects. Decisions on how to simplify the complex world around us into dozens of possibilities immensely affect societies and individuals. Similar to our perceptive apparatus, algorithms are eyes and ears in the online world, as they focus our attention towards what they "think" should be important, which is similar to news priming. That's why recommender algorithms are compared to mass media given their similar roles to sell products and prolong content exposure of online users. This inquiry concludes that AI driven recommender algorithms represent the most powerful social force at present. This indicates that recommender algorithms should be transparent to everyone and controlled by society as a public good. As recommender algorithms are usually based on artificial intelligence, human beings cannot see what's inside the black box, but should be able to set them for the benefit of individual and social well being. The fact that algorithms can be customized empowers societies to tackle the issues such as fake news, social polarization, echo chambers and spread of negative emotions, which ultimately affect individual well being and democratic capacity. Limitation of this inquiry is lack of quantitative analyisis. The main recommendations for further research is experiment on how much algorithms can predict our needs and wants.
PB  - Faculty of Philosophy, University of Belgrade – Department of Ethnology and Anthropology.
T2  - Etnoantropološki problemi
T1  - The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force
IS  - 2
VL  - 17
SP  - 719
EP  - 744
DO  - 10.21301/eap.v17i2.11
ER  - 
@article{
author = "Bojić, Ljubiša and Bulatović, Aleksandra and Žikić, Simona",
year = "2022",
abstract = "Recommender algorithms shape societies by individually exposing online users to everything they see, hear and feel online in real time. We examine development of recommender algorithms from the Page Rank and advertising platforms to Social Media Trending tools to draw conclusions about their social effects. Decisions on how to simplify the complex world around us into dozens of possibilities immensely affect societies and individuals. Similar to our perceptive apparatus, algorithms are eyes and ears in the online world, as they focus our attention towards what they "think" should be important, which is similar to news priming. That's why recommender algorithms are compared to mass media given their similar roles to sell products and prolong content exposure of online users. This inquiry concludes that AI driven recommender algorithms represent the most powerful social force at present. This indicates that recommender algorithms should be transparent to everyone and controlled by society as a public good. As recommender algorithms are usually based on artificial intelligence, human beings cannot see what's inside the black box, but should be able to set them for the benefit of individual and social well being. The fact that algorithms can be customized empowers societies to tackle the issues such as fake news, social polarization, echo chambers and spread of negative emotions, which ultimately affect individual well being and democratic capacity. Limitation of this inquiry is lack of quantitative analyisis. The main recommendations for further research is experiment on how much algorithms can predict our needs and wants.",
publisher = "Faculty of Philosophy, University of Belgrade – Department of Ethnology and Anthropology.",
journal = "Etnoantropološki problemi",
title = "The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force",
number = "2",
volume = "17",
pages = "719-744",
doi = "10.21301/eap.v17i2.11"
}
Bojić, L., Bulatović, A.,& Žikić, S.. (2022). The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. in Etnoantropološki problemi
Faculty of Philosophy, University of Belgrade – Department of Ethnology and Anthropology.., 17(2), 719-744.
https://doi.org/10.21301/eap.v17i2.11
Bojić L, Bulatović A, Žikić S. The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force. in Etnoantropološki problemi. 2022;17(2):719-744.
doi:10.21301/eap.v17i2.11 .
Bojić, Ljubiša, Bulatović, Aleksandra, Žikić, Simona, "The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force" in Etnoantropološki problemi, 17, no. 2 (2022):719-744,
https://doi.org/10.21301/eap.v17i2.11 . .

How Technology Impacts Communication and Identity-Creation

Žikić, Simona

(Beograd : Institut za filozofiju i društvenu teoriju, 2022)

TY  - JOUR
AU  - Žikić, Simona
PY  - 2022
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2643
AB  - The basic thesis of this paper is that communication is a fundamental activity of all human practices and that identity is constructed with the help of communication. Defining identity cannot be explained and understood exclusively from the standpoint of philosophy, sociology, political science or psychology. Given that the Latin root of the word communication, communio, refers to community, we can say that communication as a science best covers the relationships that people establish within the community such as schools, families, work environment, social networks and forums. The activity of communication is the establishment of a community, i.e., sociability. To communicate means to unite something – to bring one’s actions into harmony with the community and with social life. In that sense, communication is in its essence a transition from the individual to the collective. 

In addition, any specific form of communication depends on the wider cultural and socio-political environment in which modern people operate. This paper aims to explore the impact of technology on individual identity, to answer questions about whether robots can have the same characteristics as personalities, and whether, and in what way, machines have an impact on people. The reason for asking such questions is the decision of the Committee on Legal Affairs of the European Parliament to pass a law that will grant autonomous robots the status of “electronic personalities”.
AB  - Osnovna teza ovog rada jeste da komunikacija predstavlja bazičnu aktivnost svih ljudskih praksi i da se identitet konstruiše uz pomoć komunikacije. Definisati identitet ne može se objasniti i razumeti isključivo sa stanovišta filozofije, sociologije, politikologije ili psihologije. S obzirom na to da latinski koren reči komunikacija, communio, upućuje na zajednicu, slobodno možemo reći da komunikologija kao nauka najbolje pokriva niz odnosa koje ljudi uspostavljaju unutar zajednice kakvu predstavljaju škole, porodica, radno okruženje, društvene mreže i forumi. Delatnost komunikacije jeste uspostavljanje zajednice, odnosno društvenosti. U kontekstu komunikacije, saopštiti znači nešto združiti, odnosno dovesti svoje delovanje u sklad sa zajednicom i društvenim životom. U tom smislu, komunikacija je u svojoj suštini prelaz od individualnog ka kolektivnom. Pored navedenog, specifičan oblik komunikacije zavisi od šireg kulturnog i društveno-političkog okruženja u kojem današnji čovek funkcioniše te zbog toga ovaj rad ima za cilj i da istraži uticaj tehnologije na identitet pojedinca, da odgovori na pitanja da li je moguće da roboti imaju iste karakteristike ličnosti, i da li i na koji način mašine imaju uticaj na ljude. Razlog postavljanja ovakvih pitanja je i odluka Odbora za pravna pitanja Evropskog parlamenta da se donese zakon koji će autonomnim robotima dodeliti status „elektronskih ličnosti“.
PB  - Beograd : Institut za filozofiju i društvenu teoriju
T2  - Filozofija i društvo / Philosophy and Society
T1  - How Technology Impacts Communication and Identity-Creation
T1  - Kako tehnologija utiče na proces komunikacije i kreiranja identiteta
IS  - 2
VL  - 33
SP  - 297
EP  - 310
DO  - 10.2298/FID2202297Z
ER  - 
@article{
author = "Žikić, Simona",
year = "2022",
abstract = "The basic thesis of this paper is that communication is a fundamental activity of all human practices and that identity is constructed with the help of communication. Defining identity cannot be explained and understood exclusively from the standpoint of philosophy, sociology, political science or psychology. Given that the Latin root of the word communication, communio, refers to community, we can say that communication as a science best covers the relationships that people establish within the community such as schools, families, work environment, social networks and forums. The activity of communication is the establishment of a community, i.e., sociability. To communicate means to unite something – to bring one’s actions into harmony with the community and with social life. In that sense, communication is in its essence a transition from the individual to the collective. 

In addition, any specific form of communication depends on the wider cultural and socio-political environment in which modern people operate. This paper aims to explore the impact of technology on individual identity, to answer questions about whether robots can have the same characteristics as personalities, and whether, and in what way, machines have an impact on people. The reason for asking such questions is the decision of the Committee on Legal Affairs of the European Parliament to pass a law that will grant autonomous robots the status of “electronic personalities”., Osnovna teza ovog rada jeste da komunikacija predstavlja bazičnu aktivnost svih ljudskih praksi i da se identitet konstruiše uz pomoć komunikacije. Definisati identitet ne može se objasniti i razumeti isključivo sa stanovišta filozofije, sociologije, politikologije ili psihologije. S obzirom na to da latinski koren reči komunikacija, communio, upućuje na zajednicu, slobodno možemo reći da komunikologija kao nauka najbolje pokriva niz odnosa koje ljudi uspostavljaju unutar zajednice kakvu predstavljaju škole, porodica, radno okruženje, društvene mreže i forumi. Delatnost komunikacije jeste uspostavljanje zajednice, odnosno društvenosti. U kontekstu komunikacije, saopštiti znači nešto združiti, odnosno dovesti svoje delovanje u sklad sa zajednicom i društvenim životom. U tom smislu, komunikacija je u svojoj suštini prelaz od individualnog ka kolektivnom. Pored navedenog, specifičan oblik komunikacije zavisi od šireg kulturnog i društveno-političkog okruženja u kojem današnji čovek funkcioniše te zbog toga ovaj rad ima za cilj i da istraži uticaj tehnologije na identitet pojedinca, da odgovori na pitanja da li je moguće da roboti imaju iste karakteristike ličnosti, i da li i na koji način mašine imaju uticaj na ljude. Razlog postavljanja ovakvih pitanja je i odluka Odbora za pravna pitanja Evropskog parlamenta da se donese zakon koji će autonomnim robotima dodeliti status „elektronskih ličnosti“.",
publisher = "Beograd : Institut za filozofiju i društvenu teoriju",
journal = "Filozofija i društvo / Philosophy and Society",
title = "How Technology Impacts Communication and Identity-Creation, Kako tehnologija utiče na proces komunikacije i kreiranja identiteta",
number = "2",
volume = "33",
pages = "297-310",
doi = "10.2298/FID2202297Z"
}
Žikić, S.. (2022). How Technology Impacts Communication and Identity-Creation. in Filozofija i društvo / Philosophy and Society
Beograd : Institut za filozofiju i društvenu teoriju., 33(2), 297-310.
https://doi.org/10.2298/FID2202297Z
Žikić S. How Technology Impacts Communication and Identity-Creation. in Filozofija i društvo / Philosophy and Society. 2022;33(2):297-310.
doi:10.2298/FID2202297Z .
Žikić, Simona, "How Technology Impacts Communication and Identity-Creation" in Filozofija i društvo / Philosophy and Society, 33, no. 2 (2022):297-310,
https://doi.org/10.2298/FID2202297Z . .

Worrying impact of artificial intelligence and big data through the prism of recommender systems

Bojić, Ljubiša; Zarić, Maja; Žikić, Simona

(Beograd: Filozofski fakultet, 2022)

TY  - JOUR
AU  - Bojić, Ljubiša
AU  - Zarić, Maja
AU  - Žikić, Simona
PY  - 2022
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2629
AB  - Transfer from social to semantic web brought us to an era of algorithmic
society, placing issues such as privacy, big data and AI in the spotlight. although neutral
by their nature, the power of big data algorithms to impact societies became major
concern outcoming with fines issued to Facebook in the US. These events were initiated
by alleged breaches of data privacy connected to recommender system technology,
which can provide individualized content to internet users. This paper seeks to explain
recommender systems, while elaborating on their social effects, to conclude that their
overall impacts might be increase in retail sales, democratization of advertising, increase
in internet addictions, social polarization (echo chamber issue), and improvement
of political communication. Also, more research should be deployed into low intensity
addictions, as potential outcome of recommender systems, and it should be explored
how they affect political participation and democracy.
PB  - Beograd: Filozofski fakultet
T2  - Etnoantropološki problemi
T1  - Worrying impact of artificial intelligence and big data through the prism of recommender systems
IS  - 3
VL  - 16
SP  - 935
EP  - 957
DO  - 10.21301/eap.v16i3.13
ER  - 
@article{
author = "Bojić, Ljubiša and Zarić, Maja and Žikić, Simona",
year = "2022",
abstract = "Transfer from social to semantic web brought us to an era of algorithmic
society, placing issues such as privacy, big data and AI in the spotlight. although neutral
by their nature, the power of big data algorithms to impact societies became major
concern outcoming with fines issued to Facebook in the US. These events were initiated
by alleged breaches of data privacy connected to recommender system technology,
which can provide individualized content to internet users. This paper seeks to explain
recommender systems, while elaborating on their social effects, to conclude that their
overall impacts might be increase in retail sales, democratization of advertising, increase
in internet addictions, social polarization (echo chamber issue), and improvement
of political communication. Also, more research should be deployed into low intensity
addictions, as potential outcome of recommender systems, and it should be explored
how they affect political participation and democracy.",
publisher = "Beograd: Filozofski fakultet",
journal = "Etnoantropološki problemi",
title = "Worrying impact of artificial intelligence and big data through the prism of recommender systems",
number = "3",
volume = "16",
pages = "935-957",
doi = "10.21301/eap.v16i3.13"
}
Bojić, L., Zarić, M.,& Žikić, S.. (2022). Worrying impact of artificial intelligence and big data through the prism of recommender systems. in Etnoantropološki problemi
Beograd: Filozofski fakultet., 16(3), 935-957.
https://doi.org/10.21301/eap.v16i3.13
Bojić L, Zarić M, Žikić S. Worrying impact of artificial intelligence and big data through the prism of recommender systems. in Etnoantropološki problemi. 2022;16(3):935-957.
doi:10.21301/eap.v16i3.13 .
Bojić, Ljubiša, Zarić, Maja, Žikić, Simona, "Worrying impact of artificial intelligence and big data through the prism of recommender systems" in Etnoantropološki problemi, 16, no. 3 (2022):935-957,
https://doi.org/10.21301/eap.v16i3.13 . .
2

Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems

Bojić, Ljubiša; Zarić, Maja; Žikić, Simona

(Faculty of Philosophy, University of Belgrade, Department of Ethnology and Anthropology, 2021)

TY  - JOUR
AU  - Bojić, Ljubiša
AU  - Zarić, Maja
AU  - Žikić, Simona
PY  - 2021
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2362
AB  - Transfer from social to semantic web brought us to an era of algorithmic
society, placing issues such as privacy, big data and AI in the spotlight. although neutral
by their nature, the power of big data algorithms to impact societies became major
concern outcoming with fines issued to Facebook in the US. These events were initiated
by alleged breaches of data privacy connected to recommender system technology,
which can provide individualized content to internet users. This paper seeks to explain
recommender systems, while elaborating on their social effects, to conclude that their
overall impacts might be increase in retail sales, democratization of advertising, increase
in internet addictions, social polarization (echo chamber issue), and improvement
of political communication. Also, more research should be deployed into low intensity
addictions, as potential outcome of recommender systems, and it should be explored
how they affect political participation and democracy.
PB  - Faculty of Philosophy, University of Belgrade, Department of Ethnology and Anthropology
T2  - Issues in Ethnology and Anthropology
T1  - Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems
IS  - 3
VL  - 16
SP  - 935
EP  - 957
DO  - 10.21301/eap.v16i3.13
ER  - 
@article{
author = "Bojić, Ljubiša and Zarić, Maja and Žikić, Simona",
year = "2021",
abstract = "Transfer from social to semantic web brought us to an era of algorithmic
society, placing issues such as privacy, big data and AI in the spotlight. although neutral
by their nature, the power of big data algorithms to impact societies became major
concern outcoming with fines issued to Facebook in the US. These events were initiated
by alleged breaches of data privacy connected to recommender system technology,
which can provide individualized content to internet users. This paper seeks to explain
recommender systems, while elaborating on their social effects, to conclude that their
overall impacts might be increase in retail sales, democratization of advertising, increase
in internet addictions, social polarization (echo chamber issue), and improvement
of political communication. Also, more research should be deployed into low intensity
addictions, as potential outcome of recommender systems, and it should be explored
how they affect political participation and democracy.",
publisher = "Faculty of Philosophy, University of Belgrade, Department of Ethnology and Anthropology",
journal = "Issues in Ethnology and Anthropology",
title = "Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems",
number = "3",
volume = "16",
pages = "935-957",
doi = "10.21301/eap.v16i3.13"
}
Bojić, L., Zarić, M.,& Žikić, S.. (2021). Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems. in Issues in Ethnology and Anthropology
Faculty of Philosophy, University of Belgrade, Department of Ethnology and Anthropology., 16(3), 935-957.
https://doi.org/10.21301/eap.v16i3.13
Bojić L, Zarić M, Žikić S. Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems. in Issues in Ethnology and Anthropology. 2021;16(3):935-957.
doi:10.21301/eap.v16i3.13 .
Bojić, Ljubiša, Zarić, Maja, Žikić, Simona, "Worrying Impact of Artificial Intelligence and Big Data Through the Prism of Recommender Systems" in Issues in Ethnology and Anthropology, 16, no. 3 (2021):935-957,
https://doi.org/10.21301/eap.v16i3.13 . .
2