Algorithmic taste in action
The matrices of taste. Communication and media.
Author: Rosario Radakovich – University of the Republic, Uruguay
Cultural taste is now the key to understanding audiovisual audiences in the digital context. The novelty has been the implementation of algorithms to guide, affirm, and reinforce audience tastes on digital platforms. This article proposes several matrices that guide the formation of cultural tastes, based on factors such as distinction, omnivorousness, individualization, eclecticism, cosmopolitanism, emotions, and experiences. Finally, it proposes a new matrix based on what is called "algorithmic taste." To this end, it analyzes Netflix, a pioneering platform that, through its Cinematch system, uses artificial intelligence to predict users' audiovisual tastes in a "tailor-made" way. The article develops a methodological proposal based on ideal types of cultural taste orientation.
Algorithmic taste in action. Avatars of communication
Authors: Rosario Radakovich , Natalia Calvello , Rodrigo Echániz and Flavia Figari – University of the Republic, Faculty of Information and Communication, Uruguay
Netflix has transformed not only audiovisual production methods globally, but has also influenced reception mechanisms, habits, and cultural consumption patterns, particularly among younger generations. Given the increasing use of artificial intelligence and algorithms for audiovisual consumption, referred to here as “algorithmic taste” (Radakovich, 2023), it is worth asking: how are taste and consumption practices characterized on the platform? What are the margins of autonomy and tactics young people employ in response to the recommendations presented by the Cinematch system? In this context, this article analyzes the practices, tastes, and relationships that converge in Netflix consumption among young university students in Uruguay. Factors such as leisure time, interest, taste, and attention span are relevant to understanding the consumption patterns of this population, which are in turn mediated by academic and work responsibilities. The research was conducted using a qualitative methodology based on 40 semi-structured interviews with active university students aged 18 to 21, from various academic programs and orientations at the University of the Republic. Among the findings, the voracious, flexible, fragmented, and immediacy of young people's audiovisual consumption stands out, with the latter characteristic being crucial for the relevance of algorithmic processes as an intervening agent in shaping tastes. However, even under these conditions, the relational component and the influence of peers and influencers contribute to guiding their preferences. Permanent identifiers.
