Acuna highlighted the issue of Big Data in Spotify: thanks to agreements with Facebook, they can segment their audience by age, sex, geographic location, and in this way sell advertising by market niche. As Facebook does, from now on. She tells of cases such as studies that showed what music people who had recently scrolled through their Facebook status listened to to acknowledge a separation.

The 140 character limit; the interaction structure; the serious problems of scalability and performance; The very slow introduction of changes and innovations to the platform are some of the issues that can only be understood if we go back to the early days of Twitter. But its occurrence must be traced a little later; at least several months after its launch, when groups of relevant users integrated Twitter into their parti...

As the months went by, it became clear that most users preferred to use Twitter from the PC or from applications for mobile devices with an Internet connection, without using SMS . But why did this Web interface exist if the service was designed for short cell phone messages? Because it allowed users to have a management panel of those contacts who followed them and whom they followed, in addition to providing them with a p...

And although this functionality was always available – it was added quickly, when Twitter had barely 100 users – a small portion of users have chosen to close their profile to third parties. Most of them leave their updates visible to everyone, and are indexed by search engines. This point is key for Twitter, as we will see later.

It is a Web service that always had serious scalability and performance problems. During 2007, the first year where it began to grow really strongly, service cuts were very frequent and prolonged. The technology originally used to develop Twitter, Ruby On Rails, made it possible to create the service quickly and not so expensively. In both cases, they were options to consider for a company like Obvious, which did not have a...

As we have stated, the Twitter success began to occur when users began to establish their own meanings around Twitter. It is difficult, however, to clearly define a “closure of meaning” for the different relevant groups. Twitter has been defined in different ways: microblogging, nanoblogging, asynchronous chat network, messaging tool, social network, and the list goes on. But despite this difficulty in defining ...

It takes just a few minutes for the TikTok algorithm to detect the user's interests, and then offer a catalog of videos that are attractive to them.   As a social network, the Chinese platform changed the rules of the game of its predecessors. It is possible to follow accounts, yes, but its greatest strength lies in the themes. Users pursue interests, not people. This not only differentiated it from the...

To put it simply, what sounds generic and popular is much more likely to be recommended on today's Internet. Consequently, it is difficult for the less conventional to stand out . What today sounds like common sense collides head-on with the spirit of the internet in the '90s, when it seemed to open the doors to a new world, one less governed by power brokers and more by the curiosity of Internet users.

This is not a particularly new phenomenon, but it has clearly deepened and accelerated in recent years, and is affecting industries beyond music or film. Leaving our choices in the hands of algorithms (algorithms fed by our previous behaviors), added to the overwhelming amount of content that is produced all the time, is creating a consumer culture attentive to what works in order to stand out. An average culture, a culture...

McDonald was fired last December after a staff cut. In public libraries there is public ownership. On Spotify, no: there are economic interests there. But my work was never primarily guided by business imperatives, he said at one point in the interview. Then he added: We should all be afraid. Anyone who works with technology linked to human affairs must keep this in mind in everything they do. And listen to your conscience....

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