Posts on social media represent diverse perspectives, religious beliefs, and political opinions, yet you usually see only the point of view that aligns with yours. You can blame (or thank) filter bubbles for that. It’s crucial to be aware of filter bubbles to maintain a balanced view of the world and think critically, so let’s see what a filter bubble is and how to burst it.
Contents
Filter bubble definition
A filter bubble is a phenomenon when your opinions, beliefs, and preferences influence the information you encounter online.
Internet activist Eli Pariser coined the term “filter bubble” circa 2010. He noticed that search engines, social media sites, and other platforms use algorithms to personalize and present the content based on your previous activity, usually filtering out the content that offers contrasting views or opinions.
Because of the filter bubble, you mostly see the posts reinforcing your beliefs. Diverse content that could challenge what you believe in is just not there. That’s why the filter bubble skews the information you encounter online and can distort your perception of reality.
Here’s Pariser’s TED talk explaining the concept:
Internet search engines and social media platforms usually track your activity on their site and, with the help of third-party cookies, also off their site. They can log:
Platforms use this information to deduce many things about you – from your age and gender to your relationship status and hobbies. Add it to the information you provide to the companies willingly by posting, commenting, or simply registering for their service, and you get a one-of-a-kind personalized profile. Checking what Google knows about you is an excellent example of that.
After gathering enough information, algorithms make assumptions about the content you should see next to stay on the platform longer.
Of course, platforms prefer the first option better.
The result is an isolated online experience where you only see the information that reinforces your views, limiting access to diverse content and potentially contributing to misinformation.
Information sources should not be biased – you need to hear both sides of the story. Journalist ethics, for example, were created to show an unbiased, complete picture, yet there’s none of that online if you end up in a filter bubble.
Web search results and social media feeds are the most common examples of online filter bubbles. But filter bubbles now exist beyond these platforms. Algorithms dictate suggested movies and series on streaming sites, songs on Spotify, videos on YouTube, and even what content you see first on some news sites.
You can test it yourself. Do an online search or watch a video on YouTube and ask your friend to look up the exact things. Their search results or suggested videos won’t necessarily match what you experienced.
Filter bubbles are even more evident on social media platforms. Even if you like the same accounts and follow the same people, you and your friend may have different posts on your feeds.
Sometimes you don’t need algorithmic help. You can create a bubble for yourself, e.g., if you read news sources, listen to podcasts, or watch TV channels presenting only one viewpoint. In this case, you end up in an epistemic bubble since it’s not the algorithms’ fault what information you get to consume.
Moreover, such bubbles can exist offline. Your social circle may share the same political outlook, interests, or religious views, thus creating a bubble – you won’t be exposed to diverse perspectives or even know what reality looks like outside of your family and friend group.
A filter bubble can have both positive and negative impacts, usually depending on what your filter bubble consists of.
Filtering information based on preferences exists for a reason – filter bubbles have some clear benefits:
Despite the positive impact, a filter bubble can distort the way we see reality:
If you value critical thinking and aim for a more balanced understanding of the world, it’s crucial to be aware of filter bubbles and avoid them.
Here are some proactive measures you can take to diversify your online experiences and burst the filter bubble if you already find yourself in one.
Engage in active search and discovery. Rather than relying on algorithms to present information to you, actively seek out information and discover new sources of content:
It can broaden your horizons and expose you to new ideas and viewpoints.
You can use RSS feeds to manage all that content diversity. RSS feeds allow you to subscribe to different sources of information and receive updates when new content is posted. It can help you stay informed without relying on personalized algorithms or social media platforms.
Critically evaluate the content. Don’t take everything you read, watch, or hear for granted. Fact-check content, be aware of the biases and perspectives of its sources, and consider the validity and reliability of the information.
If it sounds tiring, it doesn’t have to be – you can always use fact-checking tools and websites to verify the accuracy and reliability of the information presented.
A few new browsing habits and tricks can help avoid personalization that creates a filter bubble.
Use a VPN to change your IP address and avoid tracking. Websites won’t connect your IP address to your previous experience on the site, allowing you to see the content without a filter bubble being in the way. A VPN can also make it more difficult for algorithms to create a personalized information environment based on your browsing or search history.
Moreover, NordVPN’s Threat Protection feature blocks trackers, further protecting your privacy and preventing filter bubbles. It also blocks ads and malware downloads so that you can browse online with confidence.