Profilazione algoritmica e neogeneralismo: il paradosso della personalizzazione dei media nell’era delle piattaforme di streaming

This article examines the phenomenon of “neogeneralism” in the context of streaming platforms such as Netflix, Amazon Prime Video and Disney+. At a time when media personalisation has long been seen as the future of media consumption, neogeneralism emerges as a paradigm that paradoxically combines personalisation with a generalist approach. Using sophisticated recommendation algorithms, streaming platforms are able to offer a “one channel for all” experience, providing tailor-made content that satisfies a wide range of tastes and preferences. The article focuses on the crucial role of recommendation systems in this new landscape, exploring how they not only curate a “universal library” of content, but also how they align with platforms’ monetisation strategies. Through the analysis of the Netflix case, the article aims to provide a more nuanced understanding of contemporary media processes and their implications for both consumers and industry.