1. An apparatus for automatic recommending of content, comprising: preference operation history managing means for generating preference operation history information from a plurality of operations that is performed on particular content and that relates to preferences for the content and from a plurality of explanation information relating to the content, the preference operation history information being generated using a plurality of operation preference value parameters that correspond to a plurality of kinds of operations associated with the plurality of operations; preference information managing means for generating and renewing preference information that includes a plurality of preference values corresponding to a plurality of preference elements relating to the preferences for the content, the plurality of preference values being determined based on the preference operation history information; and content recommending means for calculating a preference degree relating to the content using the generated and renewed preference information and the plurality of explanation information relating to the content, and for recommending a specific portion of the content based on the preference degree.