PERCEPTION AND KNOWLEDGE GENERATION ABOUT PERSONALIZATION ALGORITHMS ON DIGITAL COMMUNICATION PLATFORMS (ALCOM)
Personalization algorithms have become a central sociocultural element in the selection and consumption of content on social media and audiovisual on-demand services (communication platforms). This Type A research project, oriented within the field of social sciences and the subfield of communication, starts from the hypothesis that being able to interact with personalization algorithms on communication platforms in an informed, critical manner—and knowing what actions can be taken to gain greater autonomy and avoid potential biases—should be a widespread competency in society.
Understanding the algorithmic literacy of young adults—the most active demographic in the use of communication platforms—along with identifying their main tactics, imaginaries, and attitudes in their interaction with personalization algorithms is crucial to detect possible digital divides related to pre-existing social and cultural inequalities that may affect people’s ability to benefit from technology. Therefore, the project pursues the following general objectives (GOs):
1) To determine the algorithmic literacy of the Spanish young adult population regarding personalization algorithms on communication platforms, taking into account different sociodemographic variables (gender, age, and education level).
2) To explore their interactions and consumption practices in relation to their algorithmic imaginaries.
3) To analyze the identification of personalization algorithm biases by Spanish young adults.
4) To promote the level of algorithmic literacy concerning digital communication platforms and their personalization systems.
The development of this project is structured into two main phases. The first phase (GOs 1, 2, and 3) will analyze algorithmic literacy levels, user interactions, consumption practices, and potential biases using a mixed-methods approach:
a) a survey with a representative sample of the Spanish young adult population (ages 18 to 35) across the national territory; b) qualitative content analysis of legislation and terms and conditions of use; c) in-depth interviews; and d) digital methods to analyze public discourse about personalization algorithms.
The second phase (GO 4) will focus on enhancing algorithmic literacy within Spanish society by producing audiovisual materials and a white paper based on co-design workshops with the studied population, thus promoting the transfer of results to the general public.
The results of this research, beyond providing a relevant contribution to international scientific knowledge, will generate a clear sociocultural impact by helping users ensure more critical and informed interactions with personalization algorithms on digital communication platforms. It is noteworthy that this project is aligned with Thematic Priority 4: Digital World, Industry, Space and Defense of the Spanish State Plan for Scientific and Technical Research and Innovation (PEICTI 2021–2023). Through this approach, the project aims to advance understanding of the digitalization process and the challenges of implementing artificial intelligence from a citizen-centered perspective.
