Almost all popular websites, from search engines to social networks to media outlets, are now utilizing filters in some way to personalize content for visitors.
On the surface, there are clear benefits to filtering for both businesses and consumers. Personalization equates to greater relevance, and for web publishers, relevant content and ads means more clicks and ultimately more money. For users, relevance means less time spent finding content they’ll enjo y.
Who really has time to sift through the 161 million results Google sends back for a search about “Miley Cyrus,” anyway? If the search engine knows you’re probably looking for her latest music video or her tour schedule, what’s the harm in showing you those results on the first page?
According to former MoveOn.org executive director and current board president Eli Pariser, however, there are dangerous, unintended consequences to filtering. In this new book, The Filter Bubble, Pariser argues that all this filtering is starting to isolate us. When websites show us only what we like, we get cut off from the diverse points of view that can enrich our understanding of the world. That might be relatively harmless when you’re searching for Ms. Cyrus’ latest single, but what about when you’re trying to find information about pending legislation in Congress or news about revolution in another country?
We had a chance speak with...
