社交媒体上的行为能预测未来的购买模式吗？我们在社交媒体上点击的内容能预见我们将投票给哪个政党吗？我们在墙上分享的信息能预测我可能想看的下一个系列吗？Instagram和Facebook上的这类人能预测下一个小时在数字平台上的时间吗？答案不再是科幻小说。它指出，Facebook和Twitter等主流社交媒体平台能够向我们日常生活中泛滥的数十亿设备所控制的高度目标受众群体提供专门的广告服务。与此同时，它突显了一个更相关的问题：社交媒体能否引导、建议或强加某种行为或思想？一切似乎都表明他们能做到。
《社交媒体中的预测技术》由10篇文章组成，这些文章反映了社交媒体预测技术在文化、娱乐、营销、经济和政治方面的力量。它从人文和批判的角度展示了社交媒体平台的预测可能性，以及这对文化多元化、日常消费、经济和注意力的垄断集中以及民主所带来的风险。该文本邀请我们作为公民思考，我们已经将不受约束的权力拱手让给了数字平台。这是一个新的声音，警告人类历史上最集中的交流力量。
Predictive Technology in Social Media
Can behaviour on social media predict future purchase patterns? Can what we click on social media foresee which political party will we vote for? Can the information we share on our wall foretell the next series I might want to watch? Can the likes on Instagram and Facebook predict the time one will spend on digital platforms in the next hour? The answer is no longer science fiction. It points to the ability of mainstream social media platforms such as Facebook and Twitter to be able to deliver specialised advertising services to highly targeted audience segments controlled by the billions of devices that flood our daily lives. At the same time, it highlights a more relevant problem: can social media guide, suggest or impose a certain behaviour or thought? Everything seems to indicate that they can do it.
Predictive Technology in Social Media comprises 10 essays that reflect on the power of the predictive technology of social media in culture, entertainment, marketing, economics and politics. It shows, from a humanistic and critical perspective, the predictive possibilities of social media platforms, as well as the risks this entails for cultural plurality, everyday consumption, the monopolistic concentration of the economy and attention, and democracy. The text is an invitation to think, as citizens, about the unbridled power we have ceded to digital platforms. A new voice to warn about the greatest concentration of communicative power ever seen in the history of humanity.
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