Excerpt from a timely, important, and insightful NYRB review
Among the many insidious consequences of this individualization is that by tailoring the information you receive to the algorithm’s perception of who you are, a perception that it constructs out of fifty-seven variables, Google directs you to material that is most likely to reinforce your own worldview, ideology, and assumptions. Pariser suggests, for example, that a search for proof about climate change will turn up different results for an environmental activist than it would for an oil company executive and, one assumes, a different result for a person whom the algorithm understands to be a Democrat than for one it supposes to be a Republican. (One need not declare a party affiliation per se—the algorithm will prise this out.) In this way, the Internet, which isn’t the press, but often functions like the press by disseminating news and information, begins to cut us off from dissenting opinion and conflicting points of view, all the while seeming to be neutral and objective and unencumbered by the kind of bias inherent in, and embraced by, say, the The Weekly Standard or The Nation.