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Web personalization: A life in the filter bubble


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Jugkala, Filip. (2018). Web personalization: A life in the filter bubble. BSc thesis. Filozofski fakultet u Zagrebu, Department of Information Science. [mentor Kocijan, Kristina].

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Personalization is becoming the core business strategy for the largest sites online. Gathered data delivers unique content for the user. The paradigm of human information processing is shifting. This thesis analyzed the existing literature and assessed the impact of personalization on human behavior and society. The importance of this work is in introducing the topic to the wider audience. My approach to this subject consists mainly of technical and humanistic approach, for which there is an opinion of great importance for the betterment of the Internet (Pariser, 2011). Factors which influence each user's personalized content on the web are also shown. A relatively new term filter bubble is also explained. By discussing and criticizing the problems of personalization, the influence of personalization is clear. The end of the thesis offers possible solutions on how to reduce the effects of personalization and directions in which further research can be carried out.

Item Type: BSc thesis
Uncontrolled Keywords: personalization, filter bubble, filtering, news
Subjects: Information sciences
Departments: Department of Information Science
Supervisor: Kocijan, Kristina
Date Deposited: 20 Nov 2018 12:59
Last Modified: 20 Nov 2018 12:59

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