1. An information processing apparatus, comprising: storage means for storing a recommendation degree that indicates a degree of recommendation of a content for a user; similarity degree calculation means for calculating a degree of similarity between a part, of a user profile as updated and a content profile; recommendation degree variation calculation means for calculating, based on the degree of similarity calculated by said similarity degree calculation means, an amount of variation of the recommendation degree of the content for the user; and recommendation degree calculation means for calculating a new recommendation degree by adding the amount of the variation of the recommendation degree calculated by said recommendation degree variation calculation means to the recommendation degree stored in said storage means.