The Political Economy of Personalization
This chapter offers both a more detailed examination of the principles behind the recommendation systems and examines the comparative impact of these technologies across media organizations. Recommender systems research has changed dramatically over the past decade, but little of this new knowledge has filtered into research on web traffic, online news, or the future of journalism. Scholarship to date has focused on the impact of these technologies for an individual web user or an adopting media firm. But there has been little exploration of the wholesale effects of these changes not only within news and media organizations, but also with regard to competition between them. In addition, this chapter takes a detailed look at the Netflix Prize—a contest with surprising lessons even for those who do not care about movies. As it turns out, the task of recommending the right movie is similar to recommending almost anything—predicting which songs users like, which ads they prefer, which news stories they engage with.