Artificial Intelligence and Personalized Viewing Culture: Hyper-Personalization of Art Works on Netflix

Abstract

Artificial intelligence technologies started to influence consumer behaviours and create new consumption habits. Therefore, new concepts have emerged in the field of communication.

Hyper-personalisation is one of these new concepts. Hyper-personalisation is a new concept developed based on artificial intelligence towards influencing consumer habits and

tendencies at “one-to-one” contact points. The purpose of this study is to investigate hyperpersonalisation as a new phenomenon of online video streaming websites. The attempts

of hyper-personalisation content on influencing and direction online watching practices are investigated over Netflix example. A literature review is applied in this study and various

theoretical discussions are included. In this study reveals that Hyper-personalisation content is a determinative tool to direct consumer behaviours and watching habits and predicted

individualisation in watching the culture of cinema art.

Keywords

• Hyper Personalization
• Personalization
• Netflix
• Artificial Intelligence
• Cinema Viewing Culture
• Digital Cinema

Yapay Zekâ ve Kişiselleştirilmiş Seyir Kültürü: Netflix Örneği Üzerinden Sanat Eserinin Hiper Kişiselleştirilmesi

Öz

Yapay zekâ teknolojilerinin tüketici davranışlarını etkilemeye ve yeni tüketim alışkanlıkları oluşturmaya başlaması iletişim alanında ortaya yeni kavramların çıkmasına neden olmaktadır.

Hiper kişiselleştirme de bu yeni kavramlardan bir tanesidir. Hiper kişiselleştirme, tüketici alışkanlıklarını ve eğilimini “bire bir” temas noktalarından etkilemeye yönelik olarak yapay zekâ tabanlı gelişen bir kavramdır. Bu çalışmanın amacı, yeni bir olgu olarak karşımıza çıkan hiper kişiselleştirmenin, çevrim içi video akış siteleri üzerinden araştırılmasıdır. Bu bağlamda

hiper kişiselleştirilmiş içeriklerin çevrim içi izleme pratiklerini etkilemeye ve yönlendirmeye dönük girişimleri Netflix örneği üzerinden betimsel analiz yöntemiyle incelenmiştir. Çalışmada

literatür taraması yapılmış ve çeşitli teorik tartışmalara yer verilmiştir. Bu araştırmada hiper kişiselleştirilmiş içeriklerin tüketici davranışlarını ve izleme alışkanlıklarını yönlendirmede başat bir araç olarak kullanıldığını ortaya koymuş, sinema sanatında seyir kültürünün bireyselleşmeye doğru yöneliş gösterdiğini tespit etmiştir.

Anahtar Kelimeler

• Hiper Kişiselleştirme
• Kişiselleştirme
• Netflix
• Yapay Zekâ
• Sinema Seyir Kültürü
• Dijital Sinema

Kaynakça

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