Volume-Control Model

Ultimately, this is often practiced by network customization, which is tailoring information to specific groups based on common traits.

Popularization is a common strategy of global corporations such as Google (with its PageRank that prioritizes websites with many incoming links) and Netflix (with its algorithm to show the most viewed series and films), which enable them to exert greater control over their users.

This model is being used to explain the bias of Google Images search, in which the vast majority of results to the query "beauty" present mainly white young females.

[1] While the unique search query "beauty" enables personalization of images, all of them are ultimately homogeneous and similar to each other.

It was found that retweets are more likely to use popularization strategies as users address larger audiences with the plural pronoun "we".