In recent years new technologies have rocketed and are rewriting how we live, work and play in all industries but in particular the creative industries. Technology ranges from hardware to software, from artificial intelligence (AI) to virtual reality (VR). These new developments have enabled us to have more control over what we; for example, watch and listen to, however while there are advantages to be thankful for, there are always negative impacts new technologies can have on us, such as the manipulation of our privacy and information as well as on our well-being. One industry that has seen huge implications in the advance of new technology is television; not only in production, editing but also broadcasting.
The use of streaming platforms such as Netflix and Amazon Prime, have soared in recent years. These services are providing us with programmes specifically tailored to us and our preferences. Netflix tests, plots and gathers data, every time you press play, pause or stop; this information is then used to decide what you see next time you log in. One algorithm Netflix uses is the recommendation process. Based on your watching history, Netflix presents you with personalised rows of shows. Todd Yellin, the vice president of product at Netflix states, “There are tens of thousands of rows we can show you”. However, no two users will have the same combination rows. My Netflix account uses the fact that I watched all episodes of the ‘IT Crowd’, to then recommend me similar shows such as ‘The Office’ and ‘Come Fly With Me’.
An issue this can raise is how much control these streaming services have over what we creatively consume. Filmmaker Dan Schoenbrun explains “Netflix is controlling so much taste,” he continues “It’s very scary the idea that an algorithm can tell you what the best film is. There’s no discussion of what traditional curation means – enriching culture, challenging people, giving people a sense of their place in the world.”
As I’m sat writing this blog on the tube, and I look around, the majority of commuters I see are on their mobile phones. Studies have shown smartphone users interact with their devices an average of 85 times a day and it was reported that 46% said they could not live without their mobiles. Phones have also come a long way and have bypassed their mere traditional uses, such as calling and messaging. You can now watch your favourite TV show on your phone, pretty much anywhere you wish. As televisions are used less and less; particularly by new generations, mobile phones are gradually becoming the new television. However potential overuse has been found to possibly affect the creative economy and our cognitive capacity, negatively.
While advances in technology have been a godsend for the creative industries; with it providing us with the ability to consume and create what we wish whilst also offering us shortcuts to get there, there is always the possibility of becoming controlled and manipulated.
Article by Sapeda Rezay
References
https://www.wired.co.uk/article/netflix-data-personalisation-watching
Creative Industries in East London 