An algorithm is invoked when a site anticipates the user, based on information gained at that moment, that the site has already gathered about that user, and information about other users who are statistically and demographically like the user (Gillespie, 2013). In other words, algorithms can already anticipate what users will self-generate, and what they will desire to see. Cycles of anticipation, a term coined by Gillespie, means that algorithms engage in anticipatory ‘behavior’ when generating stories and content.
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