[BITList] the same internet search yields two different results -- 12/18/13

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Thought others might find the attached interesting
frank

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In today's selection -- from The /Filter Bubble /by Eli Pariser. Because 
of the personalization of the internet, an internet search of the same 
term by two different people will often bring very different results. We 
are each increasingly being served not only ads for what we are more 
likely to want, but also news and information that is familiar and 
confirms our beliefs. The issue is that we are increasingly unaware of 
what is being filtered out and why -- leaving us each more and more in 
our own unique and self-reinforcing information bubble. Author Eli 
Pariser calls this "the filter bubble" -- and it is leaving less room 
for encounters with unexpected ideas:

"Most of us assume that when we 'google' a term, we all see the same 
results -- the ones that the company's famous Page Rank algorithm 
suggests are the most authoritative based on other pages' links. But 
since December 2009, this is no longer true. Now you get the result that 
Google's algorithm suggests is best for you in particular -- and someone 
else may see something entirely different. In other words, there is no 
standard Google anymore.

"It's not hard to see this difference in action. In the spring of 2010, 
while the remains of the Deepwater Horizon oil rig were spewing crude 
oil into the Gulf of Mexico, I asked two friends to search for the term 
'BP.' They're pretty similar -- educated white left-leaning women who 
live in the Northeast. But the results they saw were quite different. 
One of my friends saw investment information about BP. The other saw 
news. For one, the first page of results contained links about the oil 
spill; for the other, there was nothing about it except for a 
promotional ad from BP.

"Even the number of results returned by Google differed -- about 180 
million results for one friend and 139 million for the other. If the 
results were that different for these two progressive East Coast women, 
imagine how different they would be for my friends and, say, an elderly 
Republican in Texas (or, for that matter, a businessman in Japan).

"With Google personalized for everyone, the query 'stem cells' might 
produce diametrically opposed results for scientists who support stem 
cell research and activists who oppose it. 'Proof of climate change' 
might turn up different results for an environmental activist and an oil 
company executive. In polls, a huge majority of us assume search engines 
are unbiased. But that may be just because they're increasingly biased 
to share our own views. More and more, your computer monitor is a kind 
of one-way mirror, reflecting your own interests while algorithmic 
observers watch what you click. ...

"For a time, it seemed that the Internet was going to entirely 
redemocratize society. Bloggers and citizen journalists would 
single-handedly rebuild the public media. Politicians would be able to 
run only with a broad base of support from small, everyday donors. Local 
governments would become more transparent and accountable to their 
citizens. And yet the era of civic connection I dreamed about hasn't 
come. Democracy requires citizens to see things from one another's point 
of view, but instead we're more and more enclosed in our own bubbles. 
Democracy requires a reliance on shared facts; instead we're being 
offered parallel but separate universes.

"My sense of unease crystallized when I noticed that my conservative 
friends had disappeared from my Facebook page. Politically, I lean to 
the left, but I like to hear what conservatives are thinking, and I've 
gone out of my way to befriend a few and add them as Facebook 
connections. I wanted to see what links they'd post, read their 
comments, and learn a bit from them.

Eli Pariser: Beware online 
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*Eli Pariser: Beware online "filter bubbles"*


"But their links never turned up in my Top News feed. Facebook was 
apparently doing the math and noticing that I was still clicking my 
progressive friends' links more than my conservative friends' -- and 
links to the latest Lady Gaga videos more than either. So no 
conservative links for me.

"I started doing some research, trying to understand how Facebook was 
deciding what to show me and what to hide. As it turned out, Facebook 
wasn't alone.

"With little notice or fanfare, the digital world is fundamentally 
changing. What was once an anonymous medium where anyone could be anyone 
-- where, in the words of the famous New Yorker cartoon, nobody knows 
you're a dog -- is now a tool for soliciting and analyzing our personal 
data. According to one Wall Street Journal study, the top fifty Internet 
sites, from CNN to Yahoo to MSN, install an average of 64 data-laden 
cookies and personal tracking beacons each. Search for a word like 
'depression' on Dictionary. com, and the site [automatically collects 
and stores information about your computer or mobile device and your 
activities] so that other Web sites can target you with antidepressants. 
Share an article about cooking on ABC News, and you may be chased around 
the Web by ads for Teflon-coated pots. Open -- even for an instant -- a 
page listing signs that your spouse may be cheating and prepare to be 
haunted with DNA paternity-test ads. The new Internet doesn't just know 
you're a dog; it knows your breed and wants to sell you a bowl of 
premium kibble."

Author: Eli Pariser
Title: The Filter Bubble
Publisher: Penguin
Date: Copyright 2011 by Eli Pariser
Pages: 2-3, 5-7

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The Filter Bubble: How the New Personalized Web Is Changing What We Read 
and How We Think
by Eli Pariser by Penguin Books

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