E-catalog        

Библиогр.: 14 назв.

Interactive television is one of the types of new media. Personalization of content (focus of personalized content on user needs) is becoming an important trend in the development of new media visual communications, interactive television in particular. Whereas the model of traditional mass communication is one-to-many (the active source), the focus of new media communications is narrower and
can be reduced to the many-to-one model (the active recipient model of information retrieval systems).
This article covers various aspects of personalization of interactive television content (themes, genres,
forms, concepts of geolocation, identification, and individualization). It also examines the phenomenon of
the “filter bubble” through which personalization of new media content is carried out. It identifies such
important trends in the development of content personalization as the possibility of formation of direct
democracy, individual communication of any citizen with the authorities via the new media, electronic
voting, and others. The new media and interactive TV will bring many benefits to “prosumers,” who will
be able to choose any setting or content while viewing, configure filters, and view TV content anywhere.
However, personalization will complicate the process of using television, requiring from the viewers at
least basic knowledge of new technologies. Despite the possibility of direct democracy through personalized
new media, there is a threat of manipulation of public opinion and imposing content by media owners.
Thus, it is necessary to raise the level of media literacy of the population and strengthen public control
over the creation of the new media content.