Algorithmic profiling and neogeneralism: The paradox of media personalisation in the age of streaming platforms

Author/s Guglielmo Pescatore
Publishing Year 2024 Issue 2023/66
Language Italian Pages 21 P. 21-41 File size 338 KB
DOI 10.3280/SC2023-066002
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This article examines the phenomenon of “neogeneralism” in the context of streaming platforms such as Netflix, Amazon Prime Video and Disney+. At a time when media personalisation has long been seen as the future of media consumption, neogeneralism emerges as a paradigm that paradoxically combines personalisation with a generalist approach. Using sophisticated recommendation algorithms, streaming platforms are able to offer a “one channel for all” experience, providing tailor-made content that satisfies a wide range of tastes and preferences. The article focuses on the crucial role of recommendation systems in this new landscape, exploring how they not only curate a “universal library” of content, but also how they align with platforms’ monetisation strategies. Through the analysis of the Netflix case, the article aims to provide a more nuanced understanding of contemporary media processes and their implications for both consumers and industry.

Keywords: television; streaming platforms; Netflix; recommender system; audiences; personalization

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Guglielmo Pescatore, Profilazione algoritmica e neogeneralismo: il paradosso della personalizzazione dei media nell’era delle piattaforme di streaming in "SOCIOLOGIA DELLA COMUNICAZIONE " 66/2023, pp 21-41, DOI: 10.3280/SC2023-066002