What’s in YourFilter Bubble?Or,how has the internet censored                   you today?
• Personalization• Editorial Role• The web is a land  of opportunity (ie $  $$$$)
In Portland:                                                                Me – 30s, Female, Librarian, far left         ...
Browser: Google Chrome                       Google Account: forder@pdx.eduBrowser: FirefoxGoogle Account: fordemily@gmail...
Browser: Internet ExplorerGoogle Account: not signed in
And then thishappened…
“Emily, did you know that viewersof this show also like (Planned)Parenthood?”
The Conclusion?   • My test searches were bad.                  • My test subjects weren’t                    representati...
How old I am                What degrees I’ve earned and where I                earned them                Who are my frie...
Who I had happy hour with on July 29,Omg what does   2010 and where we werethe internet                What videos I’ve wa...
So What do we        1. Burn your cookies.do?                  2. Erase your web history.                     3. Tell Face...
So What do we do?        1.  Be aware and informed.                         2.  Tell local decision-makers you care.A Libr...
Thanks to the        •   flickr.com/photos/39580703@N02/6122020531/folks who have       •   flickr.com/photos/cakper/59780...
Other resources   On the Media Interview Transcript with                  Eli Pariser                  onthemedia.org/2011...
Questions/   Emily Fordcomments/    Urban & Public Affairs LibrarianETC          Portland State University             Bra...
What’s in YourFilter Bubble?Or,how has the internet censored                   you today?
• Personalization                                          • Editorial Role                                          • The...
If my world was indeed captured in a little bubble, I wanted to   investigate it and understand it. So I decided I’d try t...
In Portland:                                                                                   Me – 30s, Female, Librarian...
No difference
Not really any difference
Except this one. This particular result came from S. – 30s, male, PhD  but works for a health insurance company, Libertarian
So I tried to have my participants re-do the search that Pariser had the  ladies do. My subjects searched for BP. I notice...
Browser: Google Chrome                                             Google Account: forder@pdx.edu                      Bro...
Browser: Internet Explorer                                      Google Account: not signed inAnd I tried using IE, too, wh...
My conclusion was: meh. It failed. Yeah, maybe my searches were a little different, but nothing of significance.
And then this                      happened…I was innocently curled up on my big arm chair sipping on wine with the   dog ...
“Emily, did you know that viewers                   of this show also like (Planned)                   Parenthood?”This po...
The Conclusion?   • My test searches were bad.                  • My test subjects weren’t                    representati...
How old I am                                     What degrees I’ve earned and where I                                     ...
Who I had happy hour with on July 29,                     Omg what does   2010 and where we were                     the i...
So What do we        1. Burn your cookies.                      do?                  2. Erase your web history.           ...
So What do we do?        1.  Be aware and informed.                                                2.  Tell local decision...
Thanks to the        •   flickr.com/photos/39580703@N02/6122020531/folks who have       •   flickr.com/photos/cakper/59780...
Other resources   On the Media Interview Transcript with                  Eli Pariser                  onthemedia.org/2011...
Questions/   Emily Fordcomments/    Urban & Public Affairs LibrarianETC          Portland State University             Bra...
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
What's in your filter bubble? Or, how has the internet censored you today?
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What's in your filter bubble? Or, how has the internet censored you today?

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As presented at the 2012 Oregon Library Association Conference.

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What's in your filter bubble? Or, how has the internet censored you today?

  1. 1. What’s in YourFilter Bubble?Or,how has the internet censored you today?
  2. 2. • Personalization• Editorial Role• The web is a land of opportunity (ie $ $$$$)
  3. 3. In Portland: Me – 30s, Female, Librarian, far left S. – 30s, male, PhD but works for a health insurance company, Libertarian D. – 40s, female, model maker, far left In Helena: A. – 30s, Female, Librarian, politics unknownIn Corvallis: In NYC:L. – 30s ?, Female, Librarian, politics D. – 30s, Female, Librarian, farunknown leftIn Eugene: L. – 30s, Female, Librarian, far leftM. – 30s, Female, Librarian, far left In Tallahassee: A. – 30s, Male, Librarian, politics unknown
  4. 4. Browser: Google Chrome Google Account: forder@pdx.eduBrowser: FirefoxGoogle Account: fordemily@gmail.com
  5. 5. Browser: Internet ExplorerGoogle Account: not signed in
  6. 6. And then thishappened…
  7. 7. “Emily, did you know that viewersof this show also like (Planned)Parenthood?”
  8. 8. The Conclusion? • My test searches were bad. • My test subjects weren’t representative enough. • I have created my own bubble and Google has aided and abetted me in doing so. • #*@#$*@&!!!
  9. 9. How old I am What degrees I’ve earned and where I earned them Who are my friends Who are my familyOmg what does Who I have datedthe internet Where I liveGoogle know Where and when I’ve traveled and withabout me??? whom Where I work My bike route to work What organizations I support financially My political views What car I drive What bike I ride Who I email most often and what I say When my cat died and what vet hospital I patronized My favorite blog My favorite food this week and last year My favorite author
  10. 10. Who I had happy hour with on July 29,Omg what does 2010 and where we werethe internet What videos I’ve watched on YouTubeGoogle know and when and how many timesabout me??? What kind of phone I use and what applications are on it and when I use those applications My penchant for fictional family dramas What podcasts I listen to What book my book club is reading, where we’re meeting, and when…
  11. 11. So What do we 1. Burn your cookies.do? 2. Erase your web history. 3. Tell Facebook to keep your dataPariser’s 10 Ways privateto Pop your Filter 4. It’s your birthday and you can hide itBubble if you want to. 5. Turn off targeted ads, and tell the stalking sneakers to buzz off. 6. Go incognito. 7. Or better yet, go anonymous. 8. Depersonalize your browser. 9. Tell Google and Facebook to make it easier to see and control your filters. thefilterbubble.com/10-things-you-can-do 10. Tell Congress you care.
  12. 12. So What do we do? 1. Be aware and informed. 2. Tell local decision-makers you care.A Librarian’s 10 3. Tell Congress you care.ways to pop the filterbubble 4. Use a different search engine. 5. Build mutually beneficial relationships with vendors. 6. Create our own tools. 7. Integrate awareness into our actions and interactions. 8. Provide feedback when asked. 9. Discover what the Internet already knows and change it. 10. Spread the word.
  13. 13. Thanks to the • flickr.com/photos/39580703@N02/6122020531/folks who have • flickr.com/photos/cakper/5978028199/licensed their • flickr.com/photos/mirindas/5890851809/flickr images with • flickr.com/photos/ncc_badiey/3095099782/creative commonslicenses. • flickr.com/photos/84568447@N00/2278294489/
  14. 14. Other resources On the Media Interview Transcript with Eli Pariser onthemedia.org/2011/may/20/the-filter-bubble/transcript The Filter Bubble Web site thefilterbubble.com Eli’s TED Talk ted.com/talks/eli_pariser_beware_online_filter_bubbles.
  15. 15. Questions/ Emily Fordcomments/ Urban & Public Affairs LibrarianETC Portland State University Branford P. Millar Library forder@pdx.edu
  16. 16. What’s in YourFilter Bubble?Or,how has the internet censored you today?
  17. 17. • Personalization • Editorial Role • The web is a land of opportunity (ie $ $$$$)This book was written and published.Pariser shows how we are being algorithmically filtered. This filtering is to achieve a few things:PersonalizationMarketingWe’ve all personalized things. We personalize our houses with paint colors, our bodies with tattoos, our identities with our clothing, etc. and this all translated to the web. Our cell phones and our e-mail inboxes have so many personalization options. They are intended to optimize the functionality of these tools so that we can be effective and have fun doing it.
  18. 18. If my world was indeed captured in a little bubble, I wanted to investigate it and understand it. So I decided I’d try to (unscientifically) see if I could find evidence of my filter bubble.I tried to repeat the gist of what Pariser did when he talked about having two separate people google the same thing at the same time and see what happened. In his case, “ Brooke Gladstone: …Even a small search yields different results for different people, says Pariser, as when two people he knows searched “BP” during the oil spill. ELI PARISER: And one person saw information about the oil spill - what you can do about it, the environmental consequences - and another person saw
  19. 19. In Portland: Me – 30s, Female, Librarian, far left S. – 30s, male, PhD but works for a health insurance company, Libertarian D. – 40s, female, model maker, far left In Helena: A. – 30s, Female, Librarian, politics unknown In Corvallis: In NYC: L. – 30s ?, Female, Librarian, politics D. – 30s, Female, Librarian, far unknown left In Eugene: L. – 30s, Female, Librarian, far left M. – 30s, Female, Librarian, far left In Tallahassee: A. – 30s, Male, Librarian, politics unknownSo I tried to replicate the experiment that Parisier talks about in his book. For background, he asked two women to google the same thing at the same time. The search was “bp.”
  20. 20. No difference
  21. 21. Not really any difference
  22. 22. Except this one. This particular result came from S. – 30s, male, PhD but works for a health insurance company, Libertarian
  23. 23. So I tried to have my participants re-do the search that Pariser had the ladies do. My subjects searched for BP. I noticed some slight differences, as in those who live in areas with BP gas stations had those mapped and listed up top. Other than that, there was not much difference at all.
  24. 24. Browser: Google Chrome Google Account: forder@pdx.edu Browser: Firefox Google Account: fordemily@gmail.comSo then I thought maybe it’s a browser thing? And I tried an experiment on myself. At work I have two browsers open, one with work stuff, one with personal. And I don
  25. 25. Browser: Internet Explorer Google Account: not signed inAnd I tried using IE, too, which I try to never use.
  26. 26. My conclusion was: meh. It failed. Yeah, maybe my searches were a little different, but nothing of significance.
  27. 27. And then this happened…I was innocently curled up on my big arm chair sipping on wine with the dog sleeping by my feet, about to watch one of my shows on Hulu (I don’t have cable).
  28. 28. “Emily, did you know that viewers of this show also like (Planned) Parenthood?”This popped onto my screen. (Parentheses is what I heard– I’m still not sure if that’s what it said.)
  29. 29. The Conclusion? • My test searches were bad. • My test subjects weren’t representative enough. • I have created my own bubble and Google has aided and abetted me in doing so. • #*@#$*@&!!!
  30. 30. How old I am What degrees I’ve earned and where I earned them Who are my friends Who are my family Omg what does Who I have dated the internet Where I live Google know Where and when I’ve traveled and with about me??? whom Where I work My bike route to work What organizations I support financially My political views What car I drive What bike I ride Who I email most often and what I say When my cat died and what vet hospital I patronized My favorite blog My favorite food this week and last year My favorite authorSo I looked at my Google Dashboard. And I downloaded my Facebook data. And this is just a sample list of what Google and Facebook, combined, know about me. Potentially what has been sold to companies like Axciom. This more information than my partner, my parents, and best friends know about me.
  31. 31. Who I had happy hour with on July 29, Omg what does 2010 and where we were the internet Google know What videos I’ve watched on YouTube and when and how many times about me??? What kind of phone I use and what applications are on it and when I use those applications My penchant for fictional family dramas What podcasts I listen to What book my book club is reading, where we’re meeting, and when…And it can get even more precise…
  32. 32. So What do we 1. Burn your cookies. do? 2. Erase your web history. 3. Tell Facebook to keep your data Pariser’s 10 Ways private to Pop your Filter 4. It’s your birthday and you can hide it Bubble if you want to. 5. Turn off targeted ads, and tell the stalking sneakers to buzz off. 6. Go incognito. 7. Or better yet, go anonymous. 8. Depersonalize your browser. 9. Tell Google and Facebook to make it easier to see and control your filters. thefilterbubble.com/10-things-you-can-do 10. Tell Congress you care.OMG What does Google Think I should Know?OMG What does Google Want me to know?Education/Awareness—librarians are really good at this.Opting out – Delete cookies regularly. Have your browser ask about cookies. Use plugins like Disconnect.Talk to your local and national decision-makers– technology decisions can have impacts that reach far into the future
  33. 33. So What do we do? 1. Be aware and informed. 2. Tell local decision-makers you care. A Librarian’s 10 3. Tell Congress you care. ways to pop the filter bubble 4. Use a different search engine. 5. Build mutually beneficial relationships with vendors. 6. Create our own tools. 7. Integrate awareness into our actions and interactions. 8. Provide feedback when asked. 9. Discover what the Internet already knows and change it. 10. Spread the word.Local decision makers may include your library director, your supervisor, etc. Without having these conversations I don’t think we’ll get anywhere, which is why I moved them up on the list.Duckduckgo
  34. 34. Thanks to the • flickr.com/photos/39580703@N02/6122020531/folks who have • flickr.com/photos/cakper/5978028199/licensed their • flickr.com/photos/mirindas/5890851809/flickr images with • flickr.com/photos/ncc_badiey/3095099782/creative commonslicenses. • flickr.com/photos/84568447@N00/2278294489/
  35. 35. Other resources On the Media Interview Transcript with Eli Pariser onthemedia.org/2011/may/20/the-filter-bubble/transcript/ The Filter Bubble Web site thefilterbubble.com Eli’s TED Talk ted.com/talks/eli_pariser_beware_online_filter_bubbles.html
  36. 36. Questions/ Emily Fordcomments/ Urban & Public Affairs LibrarianETC Portland State University Branford P. Millar Library forder@pdx.edu

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