Algorithmic consumer culture

This article conceptualizes algorithmic consumer culture, and offers a framework that sheds new light on two previously conflicting theorizations: (1) digitalization tends to liquefy culture thus acts primarily as an empowering force, (2) digitalized marketing big data surveillance practices tend deprive consumers of all autonomy. By drawing critical social theories algorithms AI, we define historicize the now ubiquitous mediation consumption, then illustrate how opacity, authority, non-neutrality, recursivity automated systems affect at individual, collective, market level. We propose conceptualizing “algorithmic articulation” dialectical techno-social process allows us enhance our understanding platform-based marketer control resistance. Key implications future avenues for exploring are discussed.