When the Internet Thinks It Knows You

[Commentary] Today’s Internet giants — Google, Facebook, Yahoo and Microsoft — see the remarkable rise of available information as an opportunity. If they can provide services that sift though the data and supply us with the most personally relevant and appealing results, they'll get the most users and the most ad views. As a result, they’re racing to offer personalized filters that show us the Internet that they think we want to see. These filters, in effect, control and limit the information that reaches our screens. There’s no going back to the old system of gatekeepers, nor should there be. But if algorithms are taking over the editing function and determining what we see, we need to make sure they weigh variables beyond a narrow “relevance.” They need to show us Afghanistan and Libya as well as Apple and Kanye.

Companies that make use of these algorithms must take this curative responsibility far more seriously than they have to date. They need to give us control over what we see — making it clear when they are personalizing, and allowing us to shape and adjust our own filters. We citizens need to uphold our end, too — developing the “filter literacy” needed to use these tools well and demanding content that broadens our horizons even when it’s uncomfortable. It is in our collective interest to ensure that the Internet lives up to its potential as a revolutionary connective medium. This won't happen if we’re all sealed off in our own personalized online worlds.