The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force
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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.
Keywords:
recommender systems / mass media / social polarization / echo chambers / negative newsSource:
Etnoantropološki problemi, 2022, 17, 2Publisher:
- Filozofski fakultet Univerziteta u Beogradu, Odeljenje za etnologiju i antropologiju
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IFDTTY - 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 . .