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The Filter Bubble
                         Eli Pariser
                         @elipariser on Twitter




Wednesday 22 June 2011
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Wednesday 22 June 2011
Why?



Wednesday 22 June 2011
Information
                         Created




                         0                         20
                              all of human history 10

Wednesday 22 June 2011
Information
                         Created




                         0                         20
                              all of human history 10

Wednesday 22 June 2011
Information
                         Created




                         mon       2 days in 2011   wed
Wednesday 22 June 2011
If you like this,
                         youʼll like that.



Wednesday 22 June 2011
Meet Scott’s Google Search
                         GENDER:
                                     Male
                         RACE:
                                     Caucasian
                         LOCATION:
                                     New York




Wednesday 22 June 2011
Meet Daniel’s Google Search
                         GENDER:
                                     Male
                         RACE:
                                     Caucasian
                         LOCATION:
                                     New York




Wednesday 22 June 2011
Scott’s Search   Daniel’s Search




Wednesday 22 June 2011
Goooooooooogle


Wednesday 22 June 2011
Goooooooooogle
                         Egypt




Wednesday 22 June 2011
o
                         Goooooooooogle
                         Egypt

                                 Crisis in Egypt    Travel, Vacations
                                 Protests of 2011   Egypt Daily News
                                 Lara Logan         CIA World Factbook


Wednesday 22 June 2011
“Relevance.”



Wednesday 22 June 2011
“The future of the web
                         is about personalization.”
                                     Tapan Bhat, Yahoo VP




Wednesday 22 June 2011
“It will be very hard for people
                          to watch or consume something
                          that has not in some sense
                          been tailored for them.”
                                        Eric Schmidt, Google


Wednesday 22 June 2011
Wednesday 22 June 2011
“A squirrel dying in front of your
                          house may be more relevant
                          to your interests right now than
                          people dying in Africa.”
                                   Mark Zuckerberg, Facebook


Wednesday 22 June 2011
Whatʼs different:
                          - Unique
                          - Invisible
                          - Passive




Wednesday 22 June 2011
YOU




Wednesday 22 June 2011
A ZON        H UF
                                                                                 FI N
                                                        AM                              GT
                                                                                           O
                                              X                                                N




                                          LI




                                                                                                   PO
                                     TF
                                NE




                                                                                                    ST
                             O O N E WS




                                                                                                         POST
                                                                 YOU




                                                                                                        TO N
                         YAH




                                                                                                    NG
                                                                                                    HI
                                                                                               AS
                                           O




                                                                                           W
                                          G




                                               O
                                                   GL
                                                        E
                                                                              OA RD
                                                                     F LIPB
Wednesday 22 June 2011
A ZON        H UF
                                                                                 FI N
                                                        AM                              GT
                                                                                           O
                                              X                                                N




                                          LI




                                                                                                   PO
                                     TF
                                NE




                                                                                                    ST
                             O O N E WS




                                                                                                         POST
                                                                 YOU




                                                                                                        TO N
                         YAH




                                                                                                    NG
                                                                                                    HI
                                                                                               AS
                                           O




                                                                                           W
                                          G




                                               O
                                                   GL
                                                        E
                                                                              OA RD
                                                                     F LIPB
Wednesday 22 June 2011
A ZON        H UF
                                                                                 FI N
                                                        AM                              GT
                                                                                           O
                                              X                                                N




                                          LI




                                                                                                   PO
                                     TF
                                NE




                                                                                                    ST
                             O O N E WS




                                                                                                         POST
                                                                 YOU




                                                                                                        TO N
                         YAH




                                                                                                    NG
                                                                                                    HI
                                                                                               AS
                                           O




                                                                                           W
                                          G




                                               O
                                                   GL
                                                        E
                                                                              OA RD
                                                                     F LIPB
Wednesday 22 June 2011
1. The Distortion Problem



Wednesday 22 June 2011
Wednesday 22 June 2011
2. “The Psychological
                         Equivalent of Obesity”




Wednesday 22 June 2011
Ironman   Waiting for
                                   Superman
Wednesday 22 June 2011
Ironman   Waiting for
                                   Superman
Wednesday 22 June 2011
Ironman   Waiting for
                                   Superman
Wednesday 22 June 2011
Wednesday 22 June 2011
Wednesday 22 June 2011
Wednesday 22 June 2011
The Balance:   Justin Bieber

                                        The Oscars

                                        Agreeable Ideas

                                        People like You

Wednesday 22 June 2011
The Balance:   Justin Bieber
                                        Afghanistan
                                        The Oscars
                                        Homelessness
                                        Agreeable Ideas
                                        Challenging Ideas
                                        People like You
                                        Different People
Wednesday 22 June 2011
omg




Wednesday 22 June 2011
lol
                          ; )
                                      #more
                                omg




                          #mmm           wtf?
Wednesday 22 June 2011
3. A Matter of Control




Wednesday 22 June 2011
“They want Google to tell
                          them what to do next.”
                                      Eric Schmidt again




Wednesday 22 June 2011
Wednesday 22 June 2011
Wednesday 22 June 2011
Thank you, Internet!




Wednesday 22 June 2011
0100101010
                         0010101000
                         0100111011
                         0100101010
                         0010101000




Wednesday 22 June 2011
sort by:   Relevant
                                    Important
                                    Uncomfortable
                                    Challenging
                                    Other Points
                                    of View

Wednesday 22 June 2011
sort by:   Relevant
                                    Important
                                    Uncomfortable
                                    Challenging
                                    Other Points
                                    of View

Wednesday 22 June 2011
sort by:   Relevant
                                    Important
                                    Uncomfortable
                                    Challenging
                                    Other Points
                                    of View

Wednesday 22 June 2011
“Algorithmic Paternalism”




Wednesday 22 June 2011
“Technology is neither good
                          nor evil, nor is it neutral.”

                                       Kranzbergʼs First Law




Wednesday 22 June 2011
YOU
Wednesday 22 June 2011
YOU




Wednesday 22 June 2011
YOU




Wednesday 22 June 2011
YOU




Wednesday 22 June 2011
Wednesday 22 June 2011

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Eli Pariser presents The Filter Bubble at Canvas8

  • 1. The Filter Bubble Eli Pariser @elipariser on Twitter Wednesday 22 June 2011
  • 2. /'0*!-1'2*!72**#)=!='9%.)(%)*!0<%)5#)=8 /"#$%&'()"*+,"-!"#$%!-!&'((%)*!-!+,-.% 0*1%&(2+,&*%#-+.AB3 0*#8+)"+(+0*1%&(2+9&)*:2%+(1";)+<=>+(#-+=?@ ,**<>??<':8('9%')8'.=?)<.<10?@.7A61 B,%!C%<21:#7-)0!D20*!.%:%-0%5!*,%#.!125=%*!<.'<'0-:E!-)5!#*!F%.'%0!'2*!62)5#)=! 6'.!1'*,!G/C!-)5!/H+II*,%!3'.0*!<.'<'0-:!#)!('.%!*,-)!-!5%7-5%8 0"#$%&'()"*+,"-!"#$%!-!&'((%)*!-!+,-.% !"#$%&'()*'%+,&*%#-+./ /'0*!-1'2*!*,%!.2)-3-4!5%6#7#*8 !"#$%&'()"*+,"-!"#$%!-!&'((%)*!-!+,-.% 0*1%&(2+,&*%#-+.345 /'0*!-1'2*!2)#9%.0-:!,%-:*,!7-.%8 ."#$%&'()"*+,"-!"#$%!-!&'((%)*!-!+,-.% !"#$%&'()*'%+,&*%#-+.4 /'0*!-1'2*!*,%!B%-!/-.*48 1"#$%&'()"*+,"-!"#$%!-!&'((%)*!-!+,-.% 0*1%&(2+,&*%#-+.67/ ;)'*,%.!<'0*!-1'2*!2)#9%.0-:!,%-:*,!7-.%8 Wednesday 22 June 2011
  •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ednesday 22 June 2011
  •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ednesday 22 June 2011
  • 6. Information Created 0 20 all of human history 10 Wednesday 22 June 2011
  • 7. Information Created 0 20 all of human history 10 Wednesday 22 June 2011
  • 8. Information Created mon 2 days in 2011 wed Wednesday 22 June 2011
  • 9. If you like this, youʼll like that. Wednesday 22 June 2011
  • 10. Meet Scott’s Google Search GENDER: Male RACE: Caucasian LOCATION: New York Wednesday 22 June 2011
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  • 14. Goooooooooogle Egypt Wednesday 22 June 2011
  • 15. o Goooooooooogle Egypt Crisis in Egypt Travel, Vacations Protests of 2011 Egypt Daily News Lara Logan CIA World Factbook Wednesday 22 June 2011
  • 17. “The future of the web is about personalization.” Tapan Bhat, Yahoo VP Wednesday 22 June 2011
  • 18. “It will be very hard for people to watch or consume something that has not in some sense been tailored for them.” Eric Schmidt, Google Wednesday 22 June 2011
  • 20. “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” Mark Zuckerberg, Facebook Wednesday 22 June 2011
  • 21. Whatʼs different: - Unique - Invisible - Passive Wednesday 22 June 2011
  • 23. A ZON H UF FI N AM GT O X N LI PO TF NE ST O O N E WS POST YOU TO N YAH NG HI AS O W G O GL E OA RD F LIPB Wednesday 22 June 2011
  • 24. A ZON H UF FI N AM GT O X N LI PO TF NE ST O O N E WS POST YOU TO N YAH NG HI AS O W G O GL E OA RD F LIPB Wednesday 22 June 2011
  • 25. A ZON H UF FI N AM GT O X N LI PO TF NE ST O O N E WS POST YOU TO N YAH NG HI AS O W G O GL E OA RD F LIPB Wednesday 22 June 2011
  • 26. 1. The Distortion Problem Wednesday 22 June 2011
  • 28. 2. “The Psychological Equivalent of Obesity” Wednesday 22 June 2011
  • 29. Ironman Waiting for Superman Wednesday 22 June 2011
  • 30. Ironman Waiting for Superman Wednesday 22 June 2011
  • 31. Ironman Waiting for Superman Wednesday 22 June 2011
  • 35. The Balance: Justin Bieber The Oscars Agreeable Ideas People like You Wednesday 22 June 2011
  • 36. The Balance: Justin Bieber Afghanistan The Oscars Homelessness Agreeable Ideas Challenging Ideas People like You Different People Wednesday 22 June 2011
  • 38. lol ; ) #more omg #mmm wtf? Wednesday 22 June 2011
  • 39. 3. A Matter of Control Wednesday 22 June 2011
  • 40. “They want Google to tell them what to do next.” Eric Schmidt again Wednesday 22 June 2011
  • 44. 0100101010 0010101000 0100111011 0100101010 0010101000 Wednesday 22 June 2011
  • 45. sort by: Relevant Important Uncomfortable Challenging Other Points of View Wednesday 22 June 2011
  • 46. sort by: Relevant Important Uncomfortable Challenging Other Points of View Wednesday 22 June 2011
  • 47. sort by: Relevant Important Uncomfortable Challenging Other Points of View Wednesday 22 June 2011
  • 49. “Technology is neither good nor evil, nor is it neutral.” Kranzbergʼs First Law Wednesday 22 June 2011

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