The Perturbing Mediatization of Voice-based Virtual Assistants: The Case of Alexa

Abstract

This study examines the role of voice-based assistants (VBAs), specifically Alexa, in the mediatization paradigm framework. The authors hypothesize that emerging technologies such as chatbots and VBAs intensify the process of online meta-reintermediation of news. Three research questions were investigated through a questionnaire administered to 655 university students in the US and Italy: Do participants try to get news from Alexa? Are participants aware that VBAs represent a case of meta-reintermediation of news? Does Alexa contribute to the potential hybridization of news, information, and knowledge? The analysis of 451 open-ended answers showed that only a fraction of participants searches for news and information from Alexa, and most are unaware of the meta-reintermediation process. However, the use of Alexa contributes to the potential hybridization of news, information, and knowledge, making the mediatization process increasingly complex and hard to decipher by users.

Keywords

• mediatization
• virtual assistants
• alexa
• news
• information
• orality
• voice based assistants