The moment you open TikTok, your For You feed comes alive. Powered by its recommendation system, it delivers content that almost perfectly matches your interests. That’s the magic of this type of platform: there is no one ‘For You’ page, while different people might come across some of the same standout videos, each person’s feed is unique and tailored to that specific individual (TikTok,2020). The personalization relies on an accurate user profile, created through algorithmic personalization, which projects to the users their “algorithmic identity – an identity formation that works through mathematical algorithms to infer categories of identity on otherwise anonymous beings” (Cheney-Lippold, 2011, p. 165 as seen in Hearn, 2017, and Bhandari and Bimo, 2022) ….[READ]
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