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Eli Pariser

The Filter Bubble: How the New Personalized Web Is Changing What We Read and How We Think Paperback – April 24, 2012

by Eli Pariser (Author)

4.3 364 ratings

Goodreads Choice Award nominee

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“Well-timed . . . a powerful indictment of the current system.” —Wall Street Journal

In December 2009, Google began customizing its search results for all users, and we entered a new era of personalization. With little notice or fanfare, our online experience is changing, as the websites we visit are increasingly tailoring themselves to us. In this engaging and visionary book, MoveOn.org board president Eli Pariser lays bare the personalization that is already taking place on every major website, from Facebook to AOL to ABC News. As Pariser reveals, this new trend is nothing short of an invisible revolution in how we consume information, one that will shape how we learn, what we know, and even how our democracy works.

The race to collect as much personal data about us as possible, and to tailor our online experience accordingly, is now the defining battle for today’s internet giants like Google, Facebook, Apple and Microsoft. Behind the scenes, a burgeoning industry of data companies is tracking our personal information to sell to advertisers, from our political leanings to the hiking boots we just browsed on Zappos.

As a result, we will increasingly each live in our own, unique information universe—what Pariser calls “the filter bubble.” We will receive mainly news that is pleasant, familiar and confirms our beliefs—and since 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.

Drawing on interviews with both cyber-skeptics and cyber-optimists, from the co-founder of OK Cupid, an algorithmically-driven dating website, to one of the chief visionaries of U.S. information warfare, The Filter Bubble tells the story of how the Internet, a medium built around the open flow of ideas, is closing in on itself under the pressure of commerce and “monetization.” It peeks behind the curtain at the server farms, algorithms, and geeky entrepreneurs that have given us this new reality, and investigates the consequences of corporate power in the digital age.

The Filter Bubble reveals how personalization could undermine the internet’s original purpose as an open platform for the spread of ideas, and leave us all in an isolated, echoing world. But it is not too late to change course. Pariser lays out a new vision for the web, one that embraces the benefits of technology without turning a blind eye to its negative consequences, and will ensure that the Internet lives up to its transformative promise.

Print length

304 pages
Language

English
Publisher

Penguin Books
Publication date

April 24, 2012
Dimensions

0.9 x 5 x 7.6 inches
ISBN-10

0143121235
ISBN-13

978-0143121237
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Editorial Reviews

Review

“Well-timed . . . a powerful indictment of the current system.” —Wall Street Journal

“Eli Pariser is no enemy of the Internet. The 30-year-old online organizer is the former executive director and now board president of the online liberal political group MoveOn.org. But while Pariser understands the influence of the Internet, he also knows the power of online search engines and social networks to control exactly how we get information—for good and for ill.” —TIME Magazine

“[An] important new inquiry into the dangers of excessive personalization . . . entertaining . . . provocative.” —New York Times Book Review

“Fascinating . . . a compelling deep-dive into the invisible algorithmic editing on the web, a world where we're being shown more of what algorithms think we want to see and less of what we should see.” —The Atlantic

“Pariser’s vision of the Internet’s near future is compelling.” —Boston Globe

“Chilling.” —New York Review of Books

About the Author

Eli Pariser is the Board President, and former Executive Director, of the 5-million member organization MoveOn.org. A pioneer in online politics, Pariser is a Senior Fellow at the Roosevelt Institute and a co-founder of Avaaz.org, one of the world’s largest citizen organizations. His op-eds have appeared in The Washington Post, The Los Angeles Times and Wall Street Journal. He grew up in Lincolnville, Me.

Product details

Publisher ‏ : ‎ Penguin Books; Reprint edition (April 24, 2012)
Language ‏ : ‎ English
Paperback ‏ : ‎ 304 pages
ISBN-10 ‏ : ‎ 0143121235
ISBN-13 ‏ : ‎ 978-0143121237
Item Weight ‏ : ‎ 7.7 ounces
Dimensions ‏ : ‎ 0.9 x 5 x 7.6 inches

Best Sellers Rank: #980,790 in Books (See Top 100 in Books)
- #292 in Human-Computer Interaction (Books)
- #1,514 in Internet & Telecommunications
- #1,643 in E-commerce Professional (Books)

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4.3 364 ratings

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Eli Pariser

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Eli Pariser is the board president and former executive director of MoveOn.org, which at five million members is one of the largest citizens' organizations in American politics. During his time leading MoveOn, he sent 937,510,800 e-mails to members in his name. He has written op-eds for The Washington Post and The Wall Street Journal and has appeared on The Colbert Report, Good Morning America, Fresh Air, and World News Tonight.

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Ron Immink

The shallows on steroids?

Reviewed in the United States 🇺🇸 on May 15, 2013

Verified Purchase

Client problem
A lot of our clients are struggling with the speed of change. In social media, in marketing and in customer behavjour. They are also struggling with innovation .

Future bubble
A friend (thanks Alan Boyd) recommended "Filter Bubble". Boy(d) am I impressed. It is a book that covers the impact of the introduction of personalised search. My search results on "soccer" will be very different than yours (Ajax!). And that has all kinds of consequences.

Touches on privacy, data, innovation, culture, the role of news, democracy, marketing, selling, tracking, etc.

Other books
Reminds me of "From Gutenberg to Zuckerberg" and how the internet can be a source of good, but also a source of evil (like the invention of the book, that opened knowledge to the masses, but was then uses as a way to enforce dogmas though books such as the bible). Also reminds me of "Brandwashed", a nasty book about marketing.

If you had any doubts about the internet after reading "Future minds" and "The shallows", you be even more concerned. Big brother has arrived and is called Acxiom (billions of data profiles), Bluecavia (database of every computer, mobile device, piece of hardware), Google and Facebook.

Why is that important to business?
- Personalised search will make it more difficult to reach your target market.
- Personalised search will impact on your innovation capability.
- With the available data you can pinpoint clients to a very high degree.
- With the available data and technology you can influence buying behaviour in ways that you can't even imagine.
- Data is everything.
- You have to decide how ethical you want to be on data, tracking, influencing, branding and selling.
- Expect a backlash if you are not.

New terms
Learned lots of new words:
- Attention crash
- Click signals
- Retargeting
- Advertar
- Naive realisme (we believe the world is as it appears to be)
- Confirmation bias
- Clickstreams
- Information obesity

Some interesting facts
Did you know that:
- The top 50 sites install 64 cookies each on your computer to track your behaviour
- 36% of Americans get their news through social media sites
- Yahoo uses the stream of search queries to make news
- 15% of Americans believed that Obama is Muslim.
- The percentage had doubled
- Targeted persuasion styles can increase effectiveness of marketing material by 30-40%
- The Netflix algorithm is better at making recommendations than you
- LinkedIn can forecast where you will be in 5 years time
- Personalisation will become the new marketing
- The next attractive man or woman who friends you on Facebook could turn out to be an advertisement for a bag of chips
- That in the future websites will morph to your personal preferences to increase your purchase intentions

The consequence
We are dumbing down, hyper focus and bias displaces general knowledge, context, contrast, discovery, serendipity and ultimately innovation and creativity.

You literally become what you click. As with food, you are what information you consume (picture information obesity). With as the ultimate consequence an identity loop and the threat of monoculture (1984).

What if.......
Through manipulation, curation, context and information flow you can be managed. Imagine a world where Google searches, Facebook likes, your e-mails, your documents (Google docs!), your DNA, your location data from your iPhone or Android, RFID on all the items you bought, the data from your cookies on your computer and more are all combined and are then used to:
- sell
- manipulate
- influence

The cloud is just a handful of companies. What would happen if Google would do evil and Facebook goes into politics (!!!).

A passionate plea
To end with the author;

As billions come online in India and Brazil and Africa, the Internet is transforming into a truly global place. Increasingly, it will be the place where we live our lives. But in the end, a small group of American companies may unilaterally dictate how billions of people work, play, communicate, and understand the world. Protecting the early vision of radical connectedness and user control should be an urgent priority for all of us.

The lessons for business; opportunity, threat, be aware, take a position

One person found this helpful

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Clint Schnekloth

Popping the Bubble

Reviewed in the United States 🇺🇸 on July 15, 2011

Verified Purchase

Imagine this scenario,

"A personalization device in the sanctuary will read your data from your cell phone as you walk into worship, and will select individualized music for you for worship so you can sing your own song, while others around you sing the songs selected for them that match their preferences, all based on an algorithm developed by, but not understood by, technicians at Google."

This is not a scenario Eli Pariser describes in his book The Filter Bubble: What the Internet Is Hiding from You, but it is a scenario I as a pastor imagined as a possibility after reading his book.

Eli Pariser's central thesis is that the development of personalization algorithms on search engines and social networks (his primary, but not exclusive, targets here are Google and Facebook), means that each of us is increasingly (and often unwittingly) experiencing a personalized and filtered bubble of information. And inasmuch as we are doing so, we aren't experiencing the free range of connections and ideas that a true democracy or open system would expose us to.

The book itself is a rather breathless and inspiring tour of the landscape of contemporary media and the digital age. You can read it profitably just on that level, as brief explorations into the development of some of the major institutions and networks that now shape our days. If you've read a bit of history of Google or Facebook, some of it won't be that new, but the stories are well told.

Much of it is new, at least to me. I had no idea that perhaps the largest database of personal information in the world is located in Conway, Arkansas! Acxiom was utilized after 9/11 to find information about the terrorists who flew the planes. They know pretty much everything about you. Seriously.

My two take-aways. First, it's worth knowing that the web is now personalized to you, personally. When you do a Google search for "Lutheran Confessions" from your computer, you will get a different set of results than, say, a person sitting at a desktop computer in a small town across the country who holds different political views than yourself. Each search is personalized based on 59 or so pieces of data about your geographical and social location, including what kind of browser you use, what your past search history was like, and so on.

Second, one of Eli Parisers most intriguing suggestions is that web designers need to build more "drift" and serendipity into the system, and each of us needs to find our own ways to drift as well. What this means in practice is that, instead of getting your news and information from the four or five web sites you visit each day, you may want to venture out into uncharted territory--international newspapers, new blogs written by people who think very differently from yourself, etc. And those who write algorithms shaping where we go on the web should build some of that serendipity into the programs they write as well.

Somewhat inexplicably, Eli Pariser doesn't point out in his book that you can turn these personalization features off on Google and Facebook. But he is collecting ideas and insights at his web site for the book, so we can all post responses and insights there. In fact, reading the web site, I see he's added information like what I've just mentioned in order to expand on and improve his book. Here's the link: [ ... ] Eli Pariser has written a GREAT book. I recommend it highly.

One person found this helpful

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