Algorithmic Personalization and the Two-Step Flow of Communication
Algorithmic Personalization and the Two-Step Flow of Communication
复制标题
算法个性化和两步通信流程
作者：
Oren Soffer
本研究探讨了传统大众传播的两步沟通流理论与算法个性化的相关性。我比较了两步流理论的个性化内容的概念，通过意见领袖与个性化算法的当前概念，认为意见领袖和算法都作为看门代理。我还讨论了这两种情况下对等群体的性质和作用，认为在原始理论中，群体被视为相对稳固的群体（家庭，朋友和同事），而在算法时代，群体更具流动性，根据数据输入和用户的行为进行转变。最后，文章还考虑了两个时代意见领袖权威来源和算法的差异，以及第二步传播流程中不同的社会环境和公众意识。
This study examines the relevance of traditional mass communication’s two-step flow-of-communication theory in relation to algorithmic personalization. I compare the two-step flow theory’s concept of personalized content through opinion leaders with the current notion of personalized algorithms, arguing that opinion leaders and algorithms both function as gatekeeping agents. I also discuss the nature and role of peer groups in the two cases, arguing that while in the original theory, groups were seen as relatively solid (family, friends, and work colleagues), groups in the algorithmic era are much more liquid, transforming according to data inputs and users’ behavior. Finally, the article also considers differences in the source of authority of opinion leaders and algorithms in both eras, as well as the different social settings and public awareness in the second step of the communication flow.