Shaping Consumers Online Voice: Algorithmic Apparatus or Evaluation Culture?
Résumé
The rapid development of Internet applications and devices has greatly reduced
the costs of coordinating and participating in many social and cultural activities.
Over the last 15 years or so, there has emerged, through both corporate or individual initiatives, numerous large collectives producing information available to
all. Beyond the paradigmatic example of Wikipedia, online video platforms,
blog networks, and consumer reviews sites have together built rich data
resources, based on free contributions and organized by site administrators and
algorithms. These web-based platforms gather heterogeneous contributions from
users, which are reconfigured through the operations of selection and aggregation, then sorted and shaped in order to make it meaningful information for their
audience. Several terms have been used to describe this mechanism: “collective
intelligence” (Surowiecki 2005), “wealth of networks” (Benkler 2006), and
“wikinomics” (Tapscott and Williams 2005). The analyses of these authors highlight the ability of such forums to create greater value from scattered individual
contributions. They emphasize the efficiency of algorithms and the coordination
of technical systems that enable the aggregation of subjective and local contributions into a larger whole that is relevant for users. Overall, these systems and the
mathematical formulas that support them, whether simple or complex (based on
rankings, averages, recommendations, etc.), are able to build valuable assets
from myriad heterogeneous elements produced. [Introduction de l'article]
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