Jul 12 2011
Filtering the world
A sudden thought popped into my head:
In a time where we get a lot of our news online, we also have search giants trying to tailor their results to our liking. Why is this happening? And an even better question, could it actually be bad?
The growth of content
It’s happening as a response to the fantastic growth of online content. With millions of pages appearing every day, it’s impossible to find what we’re looking for. We turn to google and yahoo and bing (who users bing? Seriously?), and they say ok ok, I want you to keep using my services so I’ll help you out. The reason why people started liking google so much was that it worked! It filtered out the crap and gave you what you wanted.
Then they started personalizing searches as well as ads. This was where the internet started to work for us. And against us. It worked for us because now we could get to the content that we WANTED. The content that was relevant to us. All the irrelevant content was being filtered out by google or blocked by our ever-present adblockers. And that in itself is the inherent problem in filtering results. We are removing information that we don’t want.
We are slowly (and successfully) blocking ads, filtering and personalizing search results & blocking friends and twitter feeds that annoy us. What’s worse is we don’t just block out what annoys us, we block out things that we don’t already have an interest in. And our excuse (and it’s a good excuse) is “information overload”. With hundreds of updates on our news feed every day, we don’t bother with them all and block links on topics that we aren’t already obsessed in.
No more discovery?
Yes, we still discover new things online every day, thanks to news sites and blogs and facebook shared links. But it’s limited to the circle of friends we choose (and whether we block their links from showing up on our news feed). We are consciously limiting our own horizons. And ideas don’t come from empty brains. They come from brains exposed to and stimulated by (inspired by?) a multitude of ideas. To create a rich soil from which ideas can grow, we can’t simply limit ourselves to only ideas or blogs or circles of friends that we are comfortable with. How can you think about solutions on “the shortage of clean water” when you don’t even know it’s a fast growing problem that is already affecting the developing world and will affect the developed world soon as well.
A future of 12 year-olds
If the internet starts getting any better in “personalizing the web” or “predicting relevant search results”, our online information exposure will be limited to things that interest you when you first came online. Imagine the kids nowadays who come online at a young age. Imagine a 12-year-old. Now, what if his main source of information isn’t TV or the newspaper, but rather the internet? Not so hard to imagine is it?
That 12-year-old will have an internet that only ever feeds him what he is interested in. If that happens for a year, at 13 he will still only know about the topics that interested him at 12. If it happens for another 3 years, at 15 he will still only know those topics. He won’t get exposure to politics, or extreme ironing, or coding. Fast forward 20 years, you’ll have a person whose age is 35 but has not much more world exposure than that 12-year-old. Simple because the internet was waayyyy too good in “personalizing search results”.
Real Life
That was obviously an extreme example. But that’s where the internet collective is headed unless we introduce a way to get new (and possibly disruptive) ideas to come into our line of sight. Currently, that purpose is served by “real life”. By having friends and family, we are often forced to expose ourselves to their ideas and viewpoints as well and this can serve as a trigger for us to learn about a new topic.
But the internet has given us access to millions like us. In our own geographical area, we might find 1 or 2 people who think the same. You make friends with them and make a clique. On the internet, there are millions like us. There is no end to people who have the same viewpoint. Under those conditions, why would you hang out with someone who is completely different from you? We already pick our friends in real life. This is easily magnified in our virtual lives.
So what should we do about this? Is it even a real problem in the first place?