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Journal of Promotional Communications

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Published

2024-06-28

Issue

Vol. 10 No. 1 (2024)

Section

Articles

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What You are Seeking is Seeking You: Folk Theories of Personalisation Algorithms Among Internet Users

Yashila Nara

University of London

Abstract

This study explores eight folk theories of young Indian internet users — three capturing their understanding of algorithmic personalisation and five concerning their behaviour towards individualised recommendations, datafication and ramifications of online profiling. Taking a social constructivist approach, 13 in-depth, semi-structured interviews were conducted. Folk theories embody an overarching feeling of ‘inescapability’, ‘irritation’ and ‘efficiency, in equal measure, often blurring the line between personalisation algorithms being efficient or intrusive. The study further identifies critical user suggestions lying at the intersection of algorithmic literacy and transparency, paving future scope for research. It endeavours to contribute to the academic literature in algorithmic awareness given the lack of the same in non-western countries.