Beware of the Online "Filter Bubble"
Bubbles are bad, unless you happen to be a kid playing with those soap bubbles you blow. They have a bad connotation in the economic context. Most often they are used to describe someone whose views are limited. 'Living in a bubble' is the equivalent of wearing rose colored glasses. It's like having a fundamental block or a screen that prevents you from seeing the relationship of your day-to-day actions to the overall scheme of life.
I'm convinced that people can and do develop bubbles online. The social network or website where you most spend your time. It's probably a bubble. (That bubble for me, happens to be Twitter. Specifically, the group of people I follow and interact with on Twitter.) There's this view that online networks open you to connections in far flung regions of the world and subcultures that you would not otherwise experience offline. Therefore, interacting online presents less of a danger of the bubble. This seems like the exception to me. For the most part, you form a network online like you do offline, and you filter the information you take in through this network. I'm tempted to say that if your network is good, there's no real downside of having this filter, but my instinct is that this is wrong. It does not matter what your network consists of. A bubble is a bubble, and if you fall prey to it, it results in myopia. It does not matter if your network consists of tattoo artists, punk rock musicians, bloggers, Fortune 500 CEOs, entrepreneurs, marketers, multi-millionaires, high powered lawyers, or politicians. You may think you have carefully selected and curated your own eclectic and varied mix of online friends, but I'm really skeptical that this somehow negates the effects of the bubble. Virtually every single person I've observed and interacted with online (and in real life) has this bubble. I think the problem is that we're lulled into a false sense of security into thinking that since we're interacting online, the serendipity of online interactions will somehow save us from this bubble or negate its effects. I'm not so sure this is the case. (I posted a ways back about Journalists and the social media bubble: "Social Media and Journalism - Downsides?")
In thinking about the effects of the online bubble, I mostly considered the ever-narrowing influences of one's online friends. I did not think at all about the effect of another participant in this interaction - the social networking service itself. Google, Facebook, and others are increasingly interested in "personalizing" your online experience. The obvious reason is that the more personal the experience is, and the more targeted it is, the more the network could charge an advertiser. But what is the unconscious effect on the users of the network? Are we even aware that our bubble is being tweaked by the likes of Google or Facebook? We may be aware on a general level that the algorithms of Google or Facebook result in slight changes to our online experience and what we see and read, and who we interact with, but I doubt this is something any of us thinks about on a day to day basis when we spend increasing amounts of time online.
Eli Pariser has come out with a new book which delves into the effects of this: "The Filter Bubble." I just picked up the book and I'm very excited to read it. In the meantime, check out Pariser's TED Talk - this is really interesting and important stuff (h/t @rocketmatter):
I'm convinced that people can and do develop bubbles online. The social network or website where you most spend your time. It's probably a bubble. (That bubble for me, happens to be Twitter. Specifically, the group of people I follow and interact with on Twitter.) There's this view that online networks open you to connections in far flung regions of the world and subcultures that you would not otherwise experience offline. Therefore, interacting online presents less of a danger of the bubble. This seems like the exception to me. For the most part, you form a network online like you do offline, and you filter the information you take in through this network. I'm tempted to say that if your network is good, there's no real downside of having this filter, but my instinct is that this is wrong. It does not matter what your network consists of. A bubble is a bubble, and if you fall prey to it, it results in myopia. It does not matter if your network consists of tattoo artists, punk rock musicians, bloggers, Fortune 500 CEOs, entrepreneurs, marketers, multi-millionaires, high powered lawyers, or politicians. You may think you have carefully selected and curated your own eclectic and varied mix of online friends, but I'm really skeptical that this somehow negates the effects of the bubble. Virtually every single person I've observed and interacted with online (and in real life) has this bubble. I think the problem is that we're lulled into a false sense of security into thinking that since we're interacting online, the serendipity of online interactions will somehow save us from this bubble or negate its effects. I'm not so sure this is the case. (I posted a ways back about Journalists and the social media bubble: "Social Media and Journalism - Downsides?")
In thinking about the effects of the online bubble, I mostly considered the ever-narrowing influences of one's online friends. I did not think at all about the effect of another participant in this interaction - the social networking service itself. Google, Facebook, and others are increasingly interested in "personalizing" your online experience. The obvious reason is that the more personal the experience is, and the more targeted it is, the more the network could charge an advertiser. But what is the unconscious effect on the users of the network? Are we even aware that our bubble is being tweaked by the likes of Google or Facebook? We may be aware on a general level that the algorithms of Google or Facebook result in slight changes to our online experience and what we see and read, and who we interact with, but I doubt this is something any of us thinks about on a day to day basis when we spend increasing amounts of time online.
Eli Pariser has come out with a new book which delves into the effects of this: "The Filter Bubble." I just picked up the book and I'm very excited to read it. In the meantime, check out Pariser's TED Talk - this is really interesting and important stuff (h/t @rocketmatter):
Venkat, looking forward to hearing what you think of the book. If you "like" it, I'll definitely pick it up (did I just fall into the trap you are warning about!).
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I struggle with tech and business books. (They seem like often they're just one big blog post with a bit of research thrown in after the fact.) My reading interests tend to be more fiction/historical fiction/politics.
That said, I was impressed enough with the talk that I bought the book. I'll let you know how it is!
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