The Filter Bubbles of Big Data
- Meshanah Mendoza
- Apr 29, 2020
- 2 min read
Updated: Nov 7, 2020
Up until now I wasn’t fully aware of what a filter bubble was, but all along I’ve been contributing to this internet data and you have as well. So what is this concept and why should you be concerned about it?
According to Techopedia, filter bubbles refer to ‘the intellectual isolation that can occur when websites make use of algorithms to selectively assume the information a user would want to see, and then give information to the user according to this assumption’. These assumptions are based on information collected from the user’s online actions, such as their search history, where they are located when they conduct their searches and click behaviours for example.
Here's a 3D model of a filter bubble.
A TED Talk conducted by author and activist Eli Pariser viewed these filters as a “kind of invisible auto propaganda, indoctrinating us with our own ideas, amplifying our desire for things that are familiar and leaving us oblivious” to differing points of views. He argues that these algorithms negatively impact society because these bubbles create echo chambers, which in turn leads us to assume that everyone thinks like us, and we forget that other perspectives exist.
An example of this was the United States election, as filter bubbles caused people to become insulated from alternative views. Many have theorised that the widespread derision of Trump led his supporters to be less vocal, and thus keeping their opinions within smaller communities so that they could avoid confrontation. However, those who voted for Clinton expressed their views ‘loudly’ in filtered communities, so it seemed that everyone agreed with each other... except, they didn’t.
Although it is necessary to filter and refine that mass amounts of data that we receive, I still think there are ways that we can avoid these bubbles, some of which include:
Reading an array of information from an array of blogs and news sites
Using ad-blocking browser extensions such as the AdGuard application
Deleting or blocking browser cookies
Using Incognito (private) browsing
What are your thoughts on filter bubbles? Leave a comment below.
References
Thank you Bahar! I think that’s the best solution to this issue. It’s so important for everyone to avoid the bubble at times, and search for contrasting views. This will enable them to understand the bigger picture.
Nice post! I believe the filter bubble can be a dangerous thing. Similarly to the long-tail model, I think it's just as important for marketers to look to the niche, less frequently explored filtering paths as it is to keep up with what's going on in the mainstream. It's frightening to see how much power marketers really have on society. This sort of a filter intercepts an individual's own personal growth and development, and they're understanding of themselves. I think the best way to avoid creating a little bubble around yourself is to go looking for answers on your own, look into anything that interests you and just give yourself that freedom to explore and see the world with your…
Thank you for reading my post Alysha, I’m glad that the techniques helped you. :)
Hi Meshanah, this is a great post! I didn’t know about filter bubbles until now and the example you used makes a lot of sense now. From now on I’ll try to use your suggested techniques, and I think marketers should be aware about how this would affect them as well.
Thanks Jai! I think integrating algorithms is a great idea.