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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