Giving the 'Viewser' a Voice? Situating the Individual in Relation to Personalization, Narrowcasting, and Public Service Broadcasting

摘要

This article undertakes a critical comparison of contemporary personalization practices on Web platforms such as You Tube and Facebook with longestablished 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.