#online personalisation

[divisionvegetablejuiceffs]

Simple Online Personalisation of Workwear And Corporate Clothing

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[blog-bymemo]

Where Netflix personalisation features and Existentialism meet

For some uni work I’m doing I was reading this article about the new personalisation features on Netflix. As I was eager to find something that would distract me from my essay, I was quickly angered by what I read and thought I could rant about it for a bit - although probably nobody will read it because nobody reads anything longer than 300 words online.

Mr Todd Yellin, who works for Netflix, improving the company’s personalisation feature which allows you to get exactly what you want without you having to browse on the movie catalogue for too long, says about his task that ‘We’ll be finished when I could read your mind and we show one title up there and it’s exactly right every time. That’s utopia’. He also describes the service with these words: ‘We are going to pick the best ones we think each person might want to watch and show it to them’, and adds ‘User’s tolerance for scrolling through lists of content is only a few dozen titles, so we want to get them right away’.

What Mr Yellin is saying is that they don’t want to improve personalisation to do you a favour, but plainly because people don’t stay on a service too long if they can’t find what they want within their quickly exhausted attention span! For these companies it all comes down to our need for a quick fix - almost identical services and products proliferate on the internet, so if you want to retain your customers you’d better come up with a subtle manipulating system that will keep them glued to their seats. However, the news for everybody else (viewers, users, customers *yuk*) is: even if you don’t want to be told what you like, or you don’t want to watch something that you know you will like, but you feel like discovering something genuinely new, it’s too bad because you can’t anymore. 

If you’ve watched a lot of Rom-Coms because you’ve just broken up with your boyfriend and you’re feeling sorry for yourself (cliche, I know, bear with me) the algorithm says you’re not likely to like Kurosawa’s Seven Samurai and obviously it follows that you won’t want to watch it ever. Someone - like a friend, or even just a real person - could argue that it would be better for you in your current heart-broke state to watch a tale of vengeance and justice instead of some girl falling in love. Someone might argue the opposite. You, yourself, might decide to watch the movie or not for whatever reason unrelated to your usual taste and as a result you might not even like Seven Samurai in the end, but that’s the whole point in discovery, isn’t it? That you might not like what you find! But no, you’re not allowed anymore: there’s a whole life of certain and comfortable choices ahead of you, choices that will prove to be of your liking depending on the effectiveness of the service’s algorithms.

Existentialist philosophers say that we always have a choice, it’s our very mortal nature that gives every choice monumental importance because when we choose we can’t go back: we don’t have infinite time, hence no infinite choices, and we must bear the consequences even when not in our favour. Now. I understand choosing to watch a movie instead of another is not going to change your life (or is it?) but the nature of personalising algorithms potentially annihilates the very principle of choice - especially when applied to the whole web. It lulls us into a feeling or false security, where we think we still have a choice, but we are in fact limited by our previous clicks, the ratings we might have given movies without even focusing on it, or in most cases the idiotic preferences of our ‘friends’ on facebook! You can still choose, but only among these options that have been specifically drafted for you on the basis of the videos about laughing penguins you’ve recently watched. Thanks.

So, recapitulating, online personalisation destroys any dignity human beings gain by choosing for themselves and bearing the consequences. What the internet has been praised for in the past - that it increases everyday creativity, makes people more aware, interested, curious, unlike television that is horrible and corrupting - is now gone. Affluent companies and corporations have found a way to gain even more information about us to sell us more stuff, and the method is so effective we don’t even think there’s anything wrong with it. Marketers, brands, media consultants are all raving about it, and even ‘normal’ people, passive consumers, are fine with it, because at the end of the day, you DO get what you like. You DO get relevant adverts. You don’t have to make an effort anymore, you don’t have to choose. So forget the existential anguish because from now on you can just seat back and enjoy the journey, someone else is driving.

  Also, I hate the fact that because I’ve watched A LOT of horror movies on Netflix now the whole category of Romantic Comedies has disappeared from my device. I just want to watch 10 Things I Hate About You!