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Recommender Algorithms as a Source of Power in Contemporary Society

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Authors
Bojić, Ljubiša
Article (Published version)
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Abstract
Both tech companies and AI algorithms exercise immense power in today’s globally interconnected world, which is based on big data and digital footprints of online users. This paper analyses the transfer of power from societies to tech companies and algorithms with the aim of examining whether recommender algorithms can be considered a public good. Deployed methods include content analysis and literature reviews. The study has found that control exercised over public opinion, decisions and moods of online users is unprecedented to such a high degree in human history. The above-mentioned control is based on the impact of both tech companies and algorithms. The limitation of this research is the lack of quantitative analysis. Future research should concentrate on defining recommender algorithms as a public good and analyzing how different media content, including virtual reality, affects citizens’ psychology.
Keywords:
techno-feudalism / Big Tech companies / AI based recommender algorithms / mass media / censorship
Source:
Sociološki pregled, 2022, 56, 3, 1032-1055
Publisher:
  • Beograd: Srpsko sociološko društvo
Funding / projects:
  • Ministry of Education, Science and Technological Development, Republic of Serbia, Grant no. 200025 (University of Belgrade, Institute for Phylosophy and Social Theory) (RS-200025)

DOI: 10.5937/socpreg56-36721

[ Google Scholar ]
URI
http://rifdt.instifdt.bg.ac.rs/123456789/2713
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  • Radovi istraživača
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IFDT
TY  - JOUR
AU  - Bojić, Ljubiša
PY  - 2022
UR  - http://rifdt.instifdt.bg.ac.rs/123456789/2713
AB  - Both tech companies and AI algorithms exercise immense power in today’s
globally interconnected world, which is based on big data and digital footprints of online
users. This paper analyses the transfer of power from societies to tech companies and algorithms
with the aim of examining whether recommender algorithms can be considered a
public good. Deployed methods include content analysis and literature reviews. The study
has found that control exercised over public opinion, decisions and moods of online users
is unprecedented to such a high degree in human history. The above-mentioned control
is based on the impact of both tech companies and algorithms. The limitation of this research
is the lack of quantitative analysis. Future research should concentrate on defining
recommender algorithms as a public good and analyzing how different media content,
including virtual reality, affects citizens’ psychology.
PB  - Beograd: Srpsko sociološko društvo
T2  - Sociološki pregled
T1  - Recommender Algorithms as a Source of Power in Contemporary Society
IS  - 3
VL  - 56
SP  - 1032
EP  - 1055
DO  - 10.5937/socpreg56-36721
ER  - 
@article{
author = "Bojić, Ljubiša",
year = "2022",
abstract = "Both tech companies and AI algorithms exercise immense power in today’s
globally interconnected world, which is based on big data and digital footprints of online
users. This paper analyses the transfer of power from societies to tech companies and algorithms
with the aim of examining whether recommender algorithms can be considered a
public good. Deployed methods include content analysis and literature reviews. The study
has found that control exercised over public opinion, decisions and moods of online users
is unprecedented to such a high degree in human history. The above-mentioned control
is based on the impact of both tech companies and algorithms. The limitation of this research
is the lack of quantitative analysis. Future research should concentrate on defining
recommender algorithms as a public good and analyzing how different media content,
including virtual reality, affects citizens’ psychology.",
publisher = "Beograd: Srpsko sociološko društvo",
journal = "Sociološki pregled",
title = "Recommender Algorithms as a Source of Power in Contemporary Society",
number = "3",
volume = "56",
pages = "1032-1055",
doi = "10.5937/socpreg56-36721"
}
Bojić, L.. (2022). Recommender Algorithms as a Source of Power in Contemporary Society. in Sociološki pregled
Beograd: Srpsko sociološko društvo., 56(3), 1032-1055.
https://doi.org/10.5937/socpreg56-36721
Bojić L. Recommender Algorithms as a Source of Power in Contemporary Society. in Sociološki pregled. 2022;56(3):1032-1055.
doi:10.5937/socpreg56-36721 .
Bojić, Ljubiša, "Recommender Algorithms as a Source of Power in Contemporary Society" in Sociološki pregled, 56, no. 3 (2022):1032-1055,
https://doi.org/10.5937/socpreg56-36721 . .

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