Nazarov M.M. Media platforms and algorithms: content and social consequences. Communicology, 2020, Vol. 8, No. 2, pp. 108-124.

Abstract

New features of the digital media environment related with the widespread introduction of platforms and algorithms in the management of mass information processes. The technological, business and social prerequisites for media innovation are discussed. It is shown that the widespread introduction of platforms and algorithmicization is an effective tool for implementing the commercial imperative in media activities. Overall, these innovations reflect an important feature the development of modern society - a trend towards comprehensive metrization.Along with the benefits, the use of predictive algorithms, content personalization based on tracking past communicative behavior has a number of negative social consequences. “Bubbles of filters” are formed, contributing to the formation of closed information segments of the audience. The model of social behaviorism underlying the recommendation services contributes to the modification of people's informational behavior. Algorithmization of the media space reinforces the trends of offering content to individual consumers, and not to citizens who are inclined to make joint decisions regarding the common interests of the community.