Technology

Jasmine Mikina

Transformed Persuasion and Audience Agency

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Hi my name is Jasmine, I am currently completing a Bachelor of Arts in Professional Communication at Toronto Metropolitan University, where over the past four years I have developed a strong foundation in strategic communication, public relations, and media. Through coursework and projects, I’ve explored areas such as branding, digital communication, audience analysis, and campaign development, while learning how to apply communication theory to real world situations.

I’m especially interested in advertising, digital media, and creative campaign development, and I enjoy exploring how data and trends shape the way brands connect with audiences.

Advertising has changed significantly from traditional mass messaging to highly personalised, algorithm driven content. In the past, brands used broad strategies like TV, radio, and billboards to reach large audiences with the same message. Today, advertising is shaped by data and algorithms that track user behavior, allowing brands to target individuals with content tailored specifically to their interests.

This shift has transformed how persuasion works. Instead of obvious, “one size fits all” messaging, modern advertising uses subtle and personalised strategies that feel more natural and relevant to the user. As a result, persuasion is less visible but often more effective, because ads are designed based on what people are most likely to respond to.

At the same time, this raises important questions about consumer agency. While it may feel like individuals have more choice due to the wide range of content available, those choices are often influenced and guided by algorithms working in the background. This creates a tension between personalisation and control, where users benefit from more relevant content but may have less awareness of how their decisions are being shaped.

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