Cynical but essentially harmless? Or another instance of unacknowledged racism? Claims that Netflix’s algorithm has presented some users with “racially targeted” promotional images for films and TV shows has caused consternation among some – and shrugs from others. Does it matter if a tech company uses data to tailor a user’s experience? Isn’t it a handy corrective to the entertainment industry’s inherent bias?
Netflix has said there isn’t a case to answer, insisting that it doesn’t “ask members for their race, gender or ethnicity”, so therefore it can’t use that data to personalise its service. “The only information we use is a member’s viewing history,” it added. But the fact remains that a user who enjoys watching Spike Lee or Ava Duvernay films are more likely to be shown ads using black and brown actors to promote a film or TV show, regardless of their prominence in the production.
Continue reading...posted from The Guardian
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