The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force
Recommender algorithms shape societies by individually exposing online users to everything they see, hear and feel in real time. We examine the development of recommender algorithms from the Page Rank and advertising platforms to social media trending tools to draw conclusions about their social ef...
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| Format: | Article |
| Language: | English |
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University of Belgrade
2022-10-01
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| Series: | Etnoantropološki Problemi |
| Subjects: | |
| Online Access: | https://www.eap-iea.org/index.php/eap/article/view/1090 |
| _version_ | 1827964489432039424 |
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| author | Ljubiša Bojić Aleksandra Bulatović Simona Žikić |
| author_facet | Ljubiša Bojić Aleksandra Bulatović Simona Žikić |
| author_sort | Ljubiša Bojić |
| collection | DOAJ |
| description |
Recommender algorithms shape societies by individually exposing online users to everything they see, hear and feel in real time. We examine the 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 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.
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| first_indexed | 2024-04-09T17:17:55Z |
| format | Article |
| id | doaj.art-ff7042492f784880a825062c17952412 |
| institution | Directory Open Access Journal |
| issn | 0353-1589 2334-8801 |
| language | English |
| last_indexed | 2024-04-09T17:17:55Z |
| publishDate | 2022-10-01 |
| publisher | University of Belgrade |
| record_format | Article |
| series | Etnoantropološki Problemi |
| spelling | doaj.art-ff7042492f784880a825062c179524122023-04-19T17:07:17ZengUniversity of BelgradeEtnoantropološki Problemi0353-15892334-88012022-10-0117210.21301/eap.v17i2.11The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social ForceLjubiša Bojić0Aleksandra Bulatović1Simona Žikić2Institute for Philosophy and Social Theory, Digital Society Lab, University of Belgrade, Serbia Institute for Philosophy and Social Theory, University of Belgrade, SerbiaFaculty for Media and Communication, Singidunum University, Belgrade, Serbia Recommender algorithms shape societies by individually exposing online users to everything they see, hear and feel in real time. We examine the 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 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. https://www.eap-iea.org/index.php/eap/article/view/1090mass mediasocial polarizationecho chambersnegative newsrecommender systems |
| spellingShingle | Ljubiša Bojić Aleksandra Bulatović Simona Žikić The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force Etnoantropološki Problemi mass media social polarization echo chambers negative news recommender systems |
| title | The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force |
| title_full | The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force |
| title_fullStr | The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force |
| title_full_unstemmed | The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force |
| title_short | The Scary Black Box: AI Driven Recommender Algorithms as The Most Powerful Social Force |
| title_sort | scary black box ai driven recommender algorithms as the most powerful social force |
| topic | mass media social polarization echo chambers negative news recommender systems |
| url | https://www.eap-iea.org/index.php/eap/article/view/1090 |
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