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Giving the “viewser” a voice? Situating the individual in relation to personalization, narrowcasting, and public service broadcasting
This article undertakes a critical comparison of contemporary personalization practices on Web platforms such as YouTube and Facebook with long-established practices of narrowcasting. Though such platforms appear to adhere to goals of universality similarly adhered to by public service broadcasting (PSB), the implementation of personalization on these platforms proves problematic to their discursive positioning as free “public” services. Furthermore, though public service broadcasters have embraced personalization in the name of pluralism, critics suggest that the narrowcasting inherent in personalization exists in tension to PSB's enduring commitments. Finally, the article argues that system-initiated personalization negates the “consumer sovereignty” that narrowcasting has traditionally mobilized.
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Publication status
- Published
File Version
- Published version
Journal
Journal of Broadcasting and Electronic MediaISSN
0883-8151Publisher
Taylor & FrancisExternal DOI
Issue
3Volume
58Page range
381-399Department affiliated with
- Media and Film Publications
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- No
Peer reviewed?
- Yes
Legacy Posted Date
2016-11-04First Compliant Deposit (FCD) Date
2016-11-04Usage metrics
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