Beware of Personalised Search! Information Dystopia and Online ‘Filter Bubbles’


Last year Eli Pariser spoke at TED, covering a topic that we’re all becoming increasingly affected by while navigating the web. Eli introduced his theory on the online ‘filter bubble’, explaining that through the continuous quest to ‘personalise’ search results, our online environments are becoming less and less diverse.

Hi everyone, I am Ned and this is my first (proper) post on State of Search. I’ve become fairly annoyed lately with many of the websites I visit regularly and spend a lot of time on, like: Amazon, Facebook and Google (after all, I am an SEO), that are becoming incredibly ‘samey’ places to hang out and discover information online. So much of the content that I see every day is either something I’ve already seen or, worse, nothing to do with what I was looking for in the first place! This is one of the effects that Eli refers to when talking about online ‘filter bubbles’.

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