Should Social Media Companies Burst Filter Bubbles?
With the help of advancing technology and the desire for personalization in the age of mass media, the phenomenon of filter bubbles came along. The idea behind this is to tailor information we are exposed to online with the use of different algorithms. This is commonly used by popular social media websites, such as Twitter and Facebook.
Eli Pariser shed light on this topic in his TEDTalk, using the 2016 election as an example. He explained how your political views are reflected in the posts on your Facebook newsfeed. Although this is reinforced by algorithms, filter bubbles are mostly subconsciously created by the user of the platform. For example, one may decide to block and mute the opinions of those who support the opposing political party. I, too, was tempted to do the same, but have decided to against it. Although I disagree with the views of my right-wing peers, I was able to gain context behind their reasoning. It wasn’t the most comforting read, but it did provide me with a different view on the topic. Pariser concluded his speech by voicing the need to burst filter bubbles and to start embracing various perspectives, which I agree with. However, this doesn’t only apply to people’s political views, as it can be related back to everyday encounters that are often overlooked.
For example, while browsing Facebook, you may notice the plethora of advertisements displayed that are based off your browser history. This will not only keep you in the same bubble, but will also keep you from exploring other options. In my case, I am bombarded with clothing advertisements from various online retailers. I always find myself being drawn to the same websites because of this constant exposure. Through a business perspective, companies may view this as an opportunity to maximize advertising revenue by making it easier for people to access their desired content. However, companies with a smaller following are at a disadvantage as they cannot rely as heavily on these platforms to promote themselves and attract new customers. Overall, the use of filter bubbles have successfully evolved with the online retailing market along with its many users.
The commonality of this algorithmic process has conditioned users to see this as a convenience rather than a concern. This mass-personalization can have dangerous effects by further amplifying one side of the argument, resulting in your very own echo chamber. The comfort of this bubble is making it a lot more difficult for people to leave, myself included. In addition, people within these echo chambers can feel pressured to conform with popular opinions, which will prevent any chances of healthy discussions and debates. On the other hand, those who don’t have difficulty voicing their opinion may find it more challenging to pay attention to the opposing position, let alone accepting it.
In the long run, for examples beyond clothing websites, being exposed to things outside of one’s browsing history can benefit us. This may lead to discovering new interests, or the opposite, where you will encounter people and ideas you don’t agree with. Whatever the experience, being introduced to both sides of an argument is important for one’s personal growth. Although I support the idea to step outside of your comfort zone in the online community, it will not be easy to transition and adjust my routine. Since filter bubbles are customized by every user, we will have to make an effort to individually introduce these variables into our lives. For starters, you can join pages you don’t necessarily agree with to broaden your perspective. This experience can truly be a reality check for many people, including myself. As an avid user of social media, I believe it’s time to get comfortable with the idea of being uncomfortable.
