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Introduction: Rethinking Cultural Criticism—New Voices in the Digital Age Read chapter Read first chapter

2021 | OriginalPaper | Chapter

6. The Dual Strategic Persona: Emotional Connection, Algorithms and the Transformation of Contemporary Online Reviewers

Author : P. David Marshall

Published in: Rethinking Cultural Criticism

Publisher: Springer Singapore

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Abstract

Through a particular study of online entertainment reviewing, this chapter explores the emergence of a new strategic persona in contemporary culture. It investigates the way that the production of entertainment-related commentary, reviews and critiques online is increasingly defined by a complex relationship and intersection with what is described as a dual strategic persona. Along with a public presentation of the self as reviewer across multiple platforms, the new online film reviewer is also negotiating how their identity and value are aggregated and structure into algorithms. These algorithms construct a second persona that reviewers are constantly working out to construct and improve to make themselves more visible in this different online world of reviewing. The chapter investigates how the prominent website, Rotten Tomatoes, is connected to reviewers and how these same reviewers maintain their presence and visibility for their followers via sites like Rotten Tomatoes and other platforms and pathways to their audiences.

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previous chapter When Golden Globes and Stars Align: The Awards Show as a Platform for Cultural Criticism
next chapter How Has the Role of Newspaper-Based TV Critics Been Redefined in a Digital Media Landscape?
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Metadata
Title
The Dual Strategic Persona: Emotional Connection, Algorithms and the Transformation of Contemporary Online Reviewers
Author
P. David Marshall
Copyright Year
2021
Publisher
Springer Singapore
Book
Rethinking Cultural Criticism

Print ISBN: 978-981-15-7473-3

Electronic ISBN: 978-981-15-7474-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-981-15-7474-0_6