Generative AI, Simulacra, and the Transformation of Media Production

This paper explores the breadth of intricate dynamics of algorithmic personalization and user autonomy in digital advertising, with a depth into the geo-targeted algorithms within the MENA region. As digital media increasingly rely on data-driven strategies to influence consumer behavior, understanding how these algorithms shape user experiences becomes paramount. By employing a qualitative exploratory study, this paper investigates the implications of personalized advertising on user choice and autonomy. Through multiple intensive interviews with MENA region end-users, we assess how geo-targeted algorithms curate advertising content, often leading to experiences that users perceive as both personalized and compromised. The findings may reveal that while users appreciate the relevance of personalized advertisements, they simultaneously express concerns about their autonomy and the extent of their informed choice. This study relies on media system dependency theory to illustrate how reliance on digital platforms shapes the user expectations and behaviors. The insights from the analysis may underscore the need to critically evaluate how geo-targeted advertising not only influences user decisions but also impacts the perceptions of advertising in the digital landscape. Ultimately, this research may provide broader knowledge in media studies by highlighting the ethical implications of algorithmic personalization in digital advertising. As advertisers navigate the challenges posed by data-driven marketing, the study may advocate for greater transparency and user empowerment in the advertising ecosystem. By examining the complex relationship between algorithmic personalization and user autonomy, this paper may contribute to understanding of the importance of fostering an informed and autonomous user base in the MENA region and beyond.