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Sociology

The Social Life of Algorithms in Shaping Consumer Preferences

Quick fact

Algorithms on major platforms like YouTube and Amazon are not just reflecting your preferences—they actively create them by using your clicks, watch time, and purchases to feed you increasingly specific content, which in turn shapes what you will want next.

Why this is interesting

Have you ever noticed that after you watch one cat video, your feed suddenly overflows with cats? Why do your screens seem to know you better than you know yourself?