Cinema Culture in the Age of Algorithmic Curation

<jats:p>The rise of digital streaming platforms is transforming cinema culture in technological and power relations contexts. Algorithmic curation on Netflix, Disney+ and Amazon Prime Video shapes preferences and restructures circulation, challenging the idea of the “free-choosing individual.” This study examines how recommendation systems shape viewer subjectivity in film culture. Visibility is shaped by data-driven feeds based on viewing history, clicks and interaction data. It asks whether viewers choose, whether algorithms shape taste, and whether genres are constructed algorithmically. The study analyzes algorithmic curation, aesthetic circulation and genre hierarchies, conceptualizing the viewer as an algorithmic subject within platform capitalism. It argues cultural preferences are shaped by class habitus and data classification systems. Methodologically, the study uses critical theory on platform capitalism, surveillance and cultural studies. It frames recommendation systems as mechanisms of cultural power reproduction, highlighting personalized viewing regimes regimes in cinema. now</jats:p>