There is always talk about how the internet is a magically decentralized system. Eli Pariser, the former head of the liberal, pro-Democratic Party group, MoveOn, challenges this notion in his 2011 book, The Filter Bubble: What the Internet is Hiding From You, in which he sounds off on the dangers of digital personalization. This article will review the book and also attempt to offer some methods of resisting digital personalization.
Pariser focuses much of his book around the ‘filter bubble.' Basically, the filter bubble is a set of algorithms used on sites such as Twitter, Google, Facebook, and Yahoo! to name a few. Filtering is, as Pariser describes it, is personalized tailoring of information to your liking. Such personalization, he says, could narrow our thoughts because we are inundated with those perspectives that agree with our views, not those that challenge us. In addition, the storage of our personal information by private companies and corporations is used to blast personalized advertising at us and filter our content through ‘click signals.’ Pariser worries that such filtering concentrates the control of the internet in the hands of a few American multinational corporations.
Digital personalization itself is the subject of a recent Warner Brothers film, Her. On the surface, the movie is about a relationship between the lonely and rarely social protagonist Theodore Twombly (Joaquin Phoenix), who works for a company that writes letters for those in intimate relationships, and an operating system (OS) with artificial intelligence named Samantha (voiced by Scarlett Johanson). Theodore, who is still married to a wife he has been separated with for years, tells Samantha his deepest thoughts as he falls deeply in love with her, and gets his life back together. Samantha is one of the many OS’s, commercial products that purport to make people understand their lives better, which evolve to meet the needs of the user, and personalize the content, so that they feel like a trusted friend. However, they are deceptive since the OS’s are not really human and their artificial intelligence creates a ‘lock in’ to their technology. They also suggest what you may like based on your activities, thoughts, a bit like the function on sites such as Facebook or Amazon saying ‘if you like this, then you’ll like this!’ Theodore finds out the true nature of Samantha when she tells him that she is talking to more than 8,000 at the same time as him and is in love with about 1/10 of them. He is shocked as he thought Samantha was only his and possibly commits suicide (its open to interpretation) as the film closes. In essence, this movie warns of the dangers of digital personalization and how it can control human life.
After reading through this book I was a bit depressed about the future predicament of netizens. US netizens, as they are called, are likely concerned about personalized ads being directed toward them. However, there is little action to counter such digital personalization. Interestingly, there has been more concern about the NSA engaging in mass surveillance on Americans and the rest of the world through the massive public-private national security complex, than the collection of personal data by companies such as Google and Yahoo!. This is not to say that NSA mass surveillance is not important, but rather that it is connected to what can rightly be called corporate surveillance. In the second part of the recent FRONTLINE documentary, United States of Secrets, it notes how the personal information which the
NSA collected to spy on Americans and people across the world was first exploited and stored by American multinational tech companies to benefit their bottom line.
Still, there is one major difference between collection of personal information which is digitally personalized by American multinationals and the ‘collect it all’ doctrine of the NSA & its partners. Digital personalization, as noted by Pariser, has the potential to seep into every part of our lives, as noted in the movie Her (talked about two paragraphs ago). NSA surveillance on the other hand is not all-encompassing, as it would be impossible for the NSA to collect all the personal information of Americans. Rather it is based on the idea of social control, where the NSA collects enough information for everyone to feel like they are under surveillance. Despite these differences, NSA surveillance and digital personalization are deeply connected, which is, strangely enough, not pointed out by Pariser, who only mentions the NSA once in passing in the book. But the book does allude to the possibility that government would exploit personal information used by American multinationals for their own uses (which they have done).
In the last chapter of the book, Pariser outlines what he believes are effective strategies for resisting digital personalization. They are pretty moderate in general. They include breaking your digital habits (looking at different things every day) and using technology where you have more control of the filter bubble imposed on you by the certain service. Pariser, for example, says that Twitter is better than Facebook because you get to control ‘your’ filter bubble. He also advocates for implementing and enforcing the Nixon-era Fair Information Practices as well. Also, he writes that “to rescue our digital environment from itself, we’ll ultimately need a new constituency of digital environmentalists—citizens of this new space we’re all building who band together to protect what’s great about it.” In a hopeful tone, Pariser says that “if the great mass of us decide that an open, public-spirited Internet matters and speak up about it…the lobbyists won’t stand a chance” (which was the case with the defeats of SOPA, PIPA and CISPA). But he worries that a “small group of American companies may unilaterally dictate how billions of people work, play, communicate, and understand the world.” He concludes with the though that for “all of us,” protecting the “early vision of radical connectedness [on the internet] and user control should be an urgent priority.”
I think that Pariser’s call to action to protect “radical connectedness” on the internet and resist digital personalization should be applauded. However, I feel that he does not go far enough. Companies like Google, Facebook, Yahoo! and others who are exploiting user information and selling it to advertisers and, at times, giving it to the government, are simply “digital imperialists…[who] violate the basic right to privacy…[and constitute] part of the globalization of the surveillance state.” Pariser’s book is a reminder of the increasing control of the internet by corporate power, but he does not mention, sadly, the “corporate concentration of the [online] blogosphere” or the growing power of a small number of internet service providers (mostly American multinationals) in the US.  To be fair, Pariser is focusing on digital personalization and highlighting its dangers in his book, not the issues I just talked about. On the other hand, I agree with Pariser’s view that as users, we should choose services which give us more power over our information flow: Twitter instead of Facebook, a digital dictatorship. Additionally, efforts to fight government or corporate censorship, through the law or otherwise, should be fought off.
 Other than Pariser’s book, most of the results are interviews with Pariser or reviews of his book. But there are also other articles like ‘Algorithms and the Filter Bubble Ruining Your Online Experience?‘ on Huffington Post, and ‘Tim Berners-Lee: Facebook could fragment web‘ in The Guardian.
 Much of the internet is tied into digital personalization, even constituting sites like the main feed on academia.edu (you can somewhat control it), Myspace (yes its still around), and others.
 Pariser, E. (2011). The filter bubble: what the Internet is hiding from you (p. 40). New York: Penguin Press. Pariser defines this as “the point at which users are so invested in their technology that even if competitors might offer better services, it’s not even worth making the switch” (40).
 Michael Hauben defines this term, also called Net Citizen, as someone who exists “as a citizen of the world thanks to the global connectivity that the Net makes possible [since]…you physically live in one country but you are in contact with much of the world via the global computer network.” TechTarget adds that a netizen is a “a citizen who uses the Internet as a way of participating in political society” or an “internet user who is trying to contribute to the Internet’s use and growth.”
 Pariser, 239-40 and more directly defined the summary of the report of the Secretary’s Advisory Committee on Automated Personal Data Systems in July 1973 as the following: “There must be no personal data record keeping systems whose very existence is secret.  There must be a way for an individual to find out what information about him is in a record and how it is used.  There must be a way for an individual to prevent information about him that was obtained for one purpose from being used or made available for other purposes without his consent.  There must be a way for an individual to correct or amend a record of identifiable information about him.  Any organization creating, maintaining, using, or disseminating records of identifiable personal data must assure the reliability of the data for their intended use and must take precautions to prevent misuse of the data.”
 Pariser, 242.
 Ibid, 243.
 My article on Nation of Change titled ‘The Digital Imperialists Strike Back.’