Instagrams algoritmiska personalisering ur ett användarperspektiv : En kvalitativ studie om användarupplevelsen av Instagrams relevansanpassning

Sammanfattning: In 2016, Instagram announced an update in form of algorithmic personalization to improve user experience (UX) by showing “the moments we believe you will care about the most”.  This resulted in dissatisfaction and confusion in users, for instance expressed through the hashtag #RIPINSTAGRAM on social media. When algorithmic personalization is not properly explained, past research shows that user experience is negatively affected. This study examines if this is also the cause behind the consequences of Instagram's algorithmic personalization. Through qualitative interviews this study examines how non-commercial users have adapted to algorithmic personalization on Instagram and how this affects their user experience. Our study shows that attitudes and knowledge towards algorithmic personalization on Instagram varies. The results indicate that users could improve their experience by implementing strategies that clearly signal to the algorithmic system what they care about the most.