The Filter Bubble by Eli Pariser
Publication Date: 2011
An eye-opening account of how the hidden rise of personalization on the Internet is controlling-and limiting-the information we consume. In 2009 Google began customizing its search results for each user. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. In a personalized world, we will increasingly be typed and fed only news that is pleasant, familiar, and confirms our beliefs-and because these filters are invisible, we won't know what is being hidden from us. Our past interests will determine what we are exposed to in the future, leaving less room for the unexpected encounters that spark creativity, innovation, and the democratic exchange of ideas. The Filter Bubble reveals how personalization undermines the Internet's original purpose as an open platform for the spread of ideas and could leave us all in an isolated, echoing world.