New technologies development shaped the concept of
globalization followed by effects of more precise delivery of
digital content and personalization of digital content. This
determines new concepts and models for the creation, dissemination
and distribution of content.
The paper raises the questions about application of
personalized digital content, outlines the development of new
technologies and digital content, the technological, public, social
and psychological preconditions for the development of personalized
digital content in the context of globalization.
The practical application of personalized digital content is
outlined by media examples and communication case studies.
Perspectives for future development, real and potential effects of
personalized digital content are proposed as conclusion of the
paper.
Keywords: globalization, personalization,
customization, digital content, communication, media,
technologies