Personalized Digital Content in the Context of Globalization and Technology Development

Gergana   Markova

Gergana Markova Sofia University

Keywords: globalization, personalization, customization, digital content, communication, media, technologies

Abstract

New technologies development shaped the concept of globalization followed by effects of more precise delivery of digital content and personalization of digital content. This determines new concepts and models for the creation, dissemination and distribution of content.

The paper raises the questions about application of personalized digital content, outlines the development of new technologies and digital content, the technological, public, social and psychological preconditions for the development of personalized digital content in the context of globalization.

The practical application of personalized digital content is outlined by media examples and communication case studies. Perspectives for future development, real and potential effects of personalized digital content are proposed as conclusion of the paper.

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