CRM Media Managing Partner Berk Hisoğlu Spoke About the Effects of Algorithms on Media Consumption;
In our increasingly digitized world, algorithms play a decisive role in media consumption, as they do in every other aspect of life. Particularly, social media platforms, video-sharing websites, and music services actively utilize algorithms to capture users’ attention and encourage more content consumption. The impact of algorithms on media consumption is noteworthy, encompassing both positive and negative aspects. While personalized content recommendations and targeted advertisements enhance the user experience, negative effects such as filter bubbles should not be overlooked. The ethical and fair use of algorithms can contribute to making media consumption a healthier and more informative tool for society.
Definition and Functioning of an Algorithm
Berk Hisoğlu, Managing Partner of CRM Media, spoke about the Definition and Functioning of an Algorithm.
An algorithm is a set of step-by-step instructions designed to solve a specific problem or complete a particular task. In computer science, algorithms are the fundamental building blocks that make up the logic of programs. Especially in digital platforms, algorithms are used with the aim of delivering customized content based on users’ preferences, behaviors, and habits.
The Concept of Media Consumption
Berk Hisoğlu, Managing Partner of CRM Media, explained the concept of media consumption.
Media consumption refers to individuals’ access to content such as information, entertainment, and news through various media channels and platforms. As the boundaries between traditional media (television, radio, newspapers) and digital media (social media, websites, mobile applications) are becoming increasingly blurred, the nature of media consumption is also evolving.
The Effects on Consumer Behavior
Berk Hisoğlu, Managing Partner of CRM Media, discussed the Effects on Consumer Behavior.
Algorithms provide personalized content recommendations based on a user’s past behaviors, preferences, and interests. This ensures that consumers encounter content that piques their interest and keeps them engaged on the platform for longer periods. Especially on social media platforms and video streaming websites, these personalized recommendations can lead to increased content consumption. However, this situation can also result in consumers being exposed to a limited range of content within their own areas of interest, potentially leading to a “filter bubble.
The Commercial Dimension of Algorithms
Berk Hisoğlu, Managing Partner of CRM Media, talked about the Commercial Dimension of Algorithms.
Digital platforms have paved the way for targeted advertising through algorithms based on user behavior. Data such as user interests, click history, and viewing times are analyzed by algorithms, and relevant advertising content is presented to the user. This enables brands to use their advertising budgets more efficiently and achieve higher conversion rates.
Digital Platforms and Algorithms
CRM Media Managing Partner Berk Hisoğlu discussed digital platforms and algorithms:
Digital platforms leverage algorithms to enhance user experience and keep users engaged for longer periods. For instance, YouTube’s recommended videos section, Spotify’s personalized playlists, or Instagram’s explore tab are examples of the customized content algorithms utilized by these platforms.
The Future of Media Consumption: The Role of Algorithms
Berk Hisoğlu, Managing Partner at CRM Media, discussed the role of algorithms in the future of media consumption:
The impact of algorithms on media consumption will continue to grow in the future. However, it is expected that these algorithms will have positive effects not only on commercial aspects but also in areas such as education, culture, and societal awareness. For example, personalized learning platforms can provide educational materials tailored to an individual’s learning pace and interests.
Algorithms have a profound influence on media consumption, and this influence is increasing day by day. Nevertheless, using these algorithms within ethical boundaries and without restricting individuals’ access to information is critically important to maximize societal benefits.