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Has Netflix exposed a dark future for advertising?
Netflix’s algorithms are infamous. They entice us to watch new shows, analyze our levels of engagement and, as recently discovered, generate targeted advertising based on our perceived race. At the end of October 2018, subscribers started to notice a pattern as they scrolled through Netflix the promotional artwork for many films featured characters of their own ethnicity. This was first highlighted, as many controversies are, on Twitter. Audio producer Stacia L Brown posted a screenshot featuring the artwork for the film Like Father. According to Brown, the black characters who fronted its Netflix banner had ‘20 lines between them, tops’, while the film's lead actors and its wider cast were predominantly white.
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