Abstract

This work further develops the way-finding model first proposed by Pearson and Kosicki (2017) which examines the flow of information in the digital age. Way-finding systems are online systems that help individuals find information—i.e. social media, search engines, email, etc. Using a grounded theory methodology, this new framework was explored in greater detail. Way-finding theory was created using the context of the elaboration likelihood model, gatekeeping theory, algorithmic gatekeepers, and the existence of the filter bubble phenomenon. This study establishes the three basic pillars of way-finding theory: the user’s mindset when accessing way-finding systems, the perception of how popular way-finding systems function, and the perception of the information personalization process—particularly regarding algorithmic gatekeepers and their roles in creating the filter bubble phenomenon. These pillars and the relationships that exist between each constitute way-finding theory.

Degree

College and Department

Fine Arts and Communications; Communications

Rights

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