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FILTER BUBBLES

The concept of digital identities is further seen through the notion of filter bubbles. Social media platforms often refine the information we are exposed to on our social accounts, simply based on what we digitally interact with the most. Through this act of filtering, it contributes to our distinctive digital identity (Western Sydney University 2018). Flammini et al. (2015) further reiterates the notion of social filters as a recommendation system. He defines it as content tailored specifically to individuals based on their past reactions or social networks. He demonstrates social filters through the activity of online shopping. Retail websites will often enhance the type of products being shown based on what you have browsed or previously purchased (Flammini et al. 2015). An example of this can be also seen through my YouTube newsfeed. Once I’m on YouTube, the first thing that will appear is a range of videos automatically recommended by YouTube based on what I watch the most which is mostly make-up, fitness, vines and music.

 

 

 

 

 

 

 

           Figure 1: Screenshot of YouTubes recommended videos based on what I watch

Although, the concept of social filters don’t seem physically harming but they however affect our intellectual growth. With our social platforms basing information on what we are mostly interested in, it limits individuals from enhanving their knowledge in their field of interests. Many of the suggested videos, pictures, news and people our social media accounts expose us too often just contribute to what we are aware of already. Instead of exposing us to the different and conflicting perspectives of our interests, it often just keeps us trapped into our digital comfort zone. Bodo et al. (2016) further reiterates this notion by arguing that refined information can limit the diversity of media content exposed to individuals and thus have a detrimental effect on an individuals ability to have an open-mind within a health public sphere. This negative effect on individuals can be described as confirmation bias. Nickerson, RS (1998) defines Confirmation or Confirmatory bias as the discovery or interpretation of evidence in forms that contribute to existing beliefs or expectations.

 

Like every issue within our digital world, there is a solution! Bozdag & Van Den Hoven (2015) discuss a possible software that can help reduce the filter bubbles that limit the information exposed to us. A online tool called considerate was created with the purpose of public discussion groups with individuals who share different perspectives, encouraging individuals to reflect on other perspectives and also allowing users to see how others have formed their opinions. Bozdag & Van Den Hoven (2015) demonstrated the purpose and reliability of this software through a pilot study called Living Voters Guide. The system was tested during the Washington State Election 2010, refining the topics on tax; alcohol; state debt and other political topics. In the LVG study, 8823 individuals browsed the site with only 468 interaction with at least one topic. In conclusion, 56% have changed their perspectives on these topics, either switching from supporting to opposing or vice cersa. Further results confirmed that 32% of users have altered there perspectives and 12% have strengthened their current perspectives.

 

 

 

REFERENCES

Bodo, B, De Vreese, C, Helberger, N, Moller, J, Trilling, D & Zuiderveen, FB 2016, ‘Should We Worry About Filter Bubbles’, Internet Policy Reviews, vol. 5, issue 1, viewed 25 March 2018, DOI: 10.14763/2016.1.401

Bozdag, E & Van Den Hoven, J 2015, ‘Breaking the Filter Bubble: Democracy and Design’, Ethics and Information Technology, vol. 17, issue 4, viewed 25 March 2018, DOI https://doi.org/10.1007/s10676-015-9380-y

Flammini, A, Menczer, F, Nikolov, D & Oliverira, DFM 2015, ‘Measuring Online Social Bubbles’, PeerJ, 2 December, viewed 24 March 2018, https://peerj.com/articles/cs-38/?utm_source=TrendMD&utm_campaign=PeerJ_TrendMD_0&utm_medium=TrendMD

Nickerson, RS 1998, ‘Confirmation Bias: A Ubiquitous Phenomenon in Many Guises’, Review of General Psychology, vol. 2, issue 2, viewed 25 March 2018

Western Sydney University 2018, Are You A Filter Bubble?, 19 March, Module 4.3, WSU, Online.

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