إدراك الجمهور لتأثير الأنظمة الخوارزمية على توزيع المحتوى الإخباري بموقع فيسبوك وعلاقته بسلوكهم التفاعلي

نوع المستند : المقالة الأصلية

المؤلف

قسم الصحافة والإعلام المتكامل کلية الإعلام - جامعة الأهرام الکندية

المستخلص

على الرغم من وجود كميات هائلة من المحتوى على منصات وسائل التواصل الاجتماعي؛ أداة رئيسية في العصر الرقمي للحصول على الأخبار، فإن حتمية وصول جميع المحتوى للفرد ليس مؤكدًا، ففي ظل هذا الحمل المعلوماتي تؤدي خوارزميات التصفية دورًا في تحديد ما يُعرض للجمهور، ورغم ما تبدو عليه الخوارزميات من قوة في تحليل كميات هائلة من بيانات المستخدمين، مع الأخذ في الاعتبار تفاعلاتهم وتفضيلاتهم لتنظيم الخلاصات المخصصة لهم بهدف تقديم المحتوى الأكثر صلة وجاذبية، وتحسين تجربة المستخدم عبر المنصة؛ إلا أنه توجد إشكاليات تكتنفها؛ إذ تثير سلطة فيسبوك في تحديد ما يراه الجمهور وما لا يراه تساؤلات حول عدالة خوارزمياته وحيادتها، فقد تدفع بالمحتوى الذي يحظى بتفاعل أكبر، مثل المحتوى الأكثر إثارة، على حساب المحتوى الرصين، كما قد تحجب المحتوى الذي لا يتوافق مع سياساتها الخاصة، لذا سعت الدراسة لاستجلاء تصورات الجمهور حول التنظيم الخوارزمي بفيسبوك لمعرفة مستوى إدراكهم لوجود الخوارزميات والقيم الواجب توافرها فيها، وتأثير ذلك في سلوكهم التفاعلي مع المحتوى الإخباري الذي يصل إليهم بالفعل، أو الذي لا يظهر له أيضًا.
وأظهرت النتائج مستوى مرتفعًا للوعي الخوارزمي، ومع ذلك لم يكن المستخدمون يدركون بشكل كافٍ وجود تدخلات بشرية خلف هذه الآلة يمكن أن تؤثر في قراراته، ويدرك المستخدمون أن عملية التنظيم هذه لا تخلو من التحديات؛ إذ يمكن أن تخطئ تنبؤات الخوارزميات في تقدير أهمية المحتوى وتدفع به للمستخدمين على الرغم من أنه بعيد عن اهتماماتهم، كما تنخفض تصورات الجمهور الإيجابية تجاه القيم الواجبة في الخوارزميات؛ كالعدالة، والخلو من التحيز، والقدرة على مساءلتها، والشفافية في فهمهاوأظهرت النتائج مستوى مرتفعا للوعي الخوارزمي إلا أنهم لم يدركوا بشكل كافٍ أن خلف هذه الآلة تدخلات بشرية يمكن أن تؤثر في قرارات الخوارزمية. ويدرك المبحوثين أن عملية التنظيم هذه لا تخلو من التحديات حيث يمكن أن تخطئ تنبؤات الخوارزميات في تقدير أهمية المحتوى وتدفع به للمستخدمين على الرغم من أنه بعيد عن اهتماماتهم. كما تنخفض تصورات الجمهور الإيجابية تجاه القيم الواجبة في الخوارزميات كالعدالة والخلو من التحيز والقدرة على مسائلتها والشفافية في فهمها.

الكلمات الرئيسية

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الموضوعات الرئيسية

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