Filter Bubbles

Year: 2011

Theorist: Eli Pariser

Background: Pariser describes the filter bubble as a three-step process: "First, you figure out who people are and what they like. Then, you provide them with content and services that best fit them. Finally, you tune in to get the fit just right. Your identity shapes your media." Pariser warns that a potential downside to filtered searching is that it "closes us off to new ideas, subjects, and important information, " and "creates the impression that our narrow self-interest is all that exists." 

In his view, filter bubbles are potentially harmful to both individuals and society. He has criticized tech and social media companies like Google and Facebook for luring users in with "too much candy and not enough carrots," creating algorithms that unwittingly narrow their users information an outlook. According to Pariser, the detrimental effects of filter bubbles include the the "undermining civic discourse" and making people more vulnerable to "propaganda and manipulation."

Key terms:

Gatekeepers: Big media corporations such as Google and Facebook who can control the flow of information.

Social media algorithms: An algorithm is a set of rules and signals that social media sites use to filter down what kinds of videos, pictures or articles that they are most likely to interact with.

Additional viewing: Eli Pariser’s TED Talk https://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles?language=en#t-168800

Level of media power:  ★★★/★★★