Wrapped in data : En teknografisk analys av streamingtjänsten Spotifys gränssnitt

Sammanfattning

This study examines how the streaming platform Spotify uses technical features, personalization and data collection to shape user agency. The purpose of this study is to analyze how design and language choices can influence user behaviour and normalize data collection. The research questions posed are what type of interaction is the user encouraged to, how is personalization used as a strategy to enhance user engagement, and how is data collection framed within the interface. The analysis is based on systematic interaction from two different user profiles on the Spotify application. The material used is a selection of Spotify's technical features and interface that illustrates the platform's functional, sensory, cognitive and cooperative affordances. The theoretical foundation of the study is based on platform theory, surveillance capitalism, and critical perspectives on interface design. The method used is a qualitative technological approach focusing on the platform's technical affordances. Furthermore, the study is combined with an autoethnographic approach, where the aim is to explore, describe, and analyze everyday actions and cultural contexts based on personal experiences. Previous research has shown that digital platforms are designed to collect and transform user data for economic purposes, rather than to improve the user experience. This essay shows that the platform activates different affordances depending on user behavior. The analysis shows that personalization is presented as careful and playful, and data collection is normalized through the design of the interface. The study provides insights into how streaming platforms like Spotify have the power to shape user behavior.