«(...) we are turning media into a mirror that reflects our own prejudices back at us. Even worse, services like Google and Facebook distort the mirror so that it exaggerates our grosser characteristics. Without our knowing, they reshape our information worlds according to their interpretation of our interests. Few people are aware that when they look up a topic in Google, their searches are personalized. Google infers what people want from their past searching behavior and skews results accordingly»
«(...) We are beginning to live in what Pariser calls “filter bubbles,” personalized micro-universes of information that overemphasize what we want to hear and filter out what we don’t. Not only are we unaware of the information that is filtered out, but we are unaware that we are unaware. Our personal economies of information seem complete despite their deficiencies. Personal decisions contribute to this pattern, and ever more sophisticated technologies add to it. Google’s understanding of our tastes and interests is still a crude one, but it shapes the information that we find via Google searches. And because the information we are exposed to perpetually reshapes our interests, we can become trapped in feedback loops: Google’s perception of what we want to read shapes the information we receive, which in turn affects our interests and browsing behavior, providing Google with new information. The result, Pariser suggests, may be “a static ever-narrowing version of yourself» [mais aqui]
