Personalization is a term used by contemporary media practitioners to denote the emerging process by which a media organization tailors the content an individual receives based on attributes the organization believes it knows about the individual. Although the idea of personalization in performance goes far back in time, the notion of personalization as a practical activity in media industries is relatively new. Currently practiced most commonly in advertising, personalization is also showing up in other genres of media content, including music services and video games.

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