My key interest lies in how communication shapes our ethical and moral awareness and how communication informs the ways we are invited to feel, think and act as consumers and citizens. Specifically, I focus on what I argue are predominant moralizing narratives in our culture. Moralizing constantly describes a specific language in which storytelling is central both to how we think about as well as construct ourselves, and also to exactly how we assume and establish morality as well as ethics. What we think is possible and also preferable for us, the nature of our goals, and the character of our duties are all grounded in particular suggestions regarding human potentiality and also promises that are constructed and interacted with through the narratives we create. I thus move from what is more apparent – the surface moralism of customer culture stories – towards what is less apparent as well as highly structurally concealed – the close and typically intricate interaction of those stories with our prominent suggestions regarding ethics and morality, along with our cultural ideas of self and world.
Marco Scalvini (2021) - Making sense of the #ForYou Algorithm: A Semioethic Perspective on How TikTok Recommends Videos - International Journal of Communication (online)