Google's Filter Bubble is a scary thing

Martin Brinkmann
Oct 15, 2012
Updated • Dec 10, 2012
Internet, Search
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16

Research on the Internet can be a tricky business these days, especially if you rely on a major search engine like Google or Bing. The main reason for this is a change to personalized search results that happened in the last few years. What's bad about personalized search results you ask, a valid question. The problem is twofold. First, search engines use information they have about you, from previous searches, devices that you own, sites you like, purchases you make and every other imaginable activity to deliver personalized results to you. What this means is that you are likely to get results that you tend to agree with more than you are not.

If you are a supporter of Obama, you are likely to get pro-Obama results, if you are a conservative, you may get results from Fox News and not that many liberal news sources. While that may be reassuring for you as everyone seems to be agreeing with your point of view , it may make it more difficulty to educate yourself about a topic you are interested in.

google filter bubble

The creators of the DuckDuckGo search engine recently ran an experiment with more than 100 participants to find out more about Google's filter bubble. For that, the company asked all participants to search for the terms gun control, Obama and abortion at the same time and make screenshots of the results.

The results show that search results are heavily personalized, both for logged in users but also for users who are not signed in to a Google account. Here is a short video that highlights the findings:

There is a second factor that may come into play. If search engines have the power to personalize search results, they may also influence your decisions based on what results they provide you with.

The reason for personalizing search results however is mundane at best: if you get results that you agree with or can relate to, you are more likely to like the search engine and keep using it in the future.

There are ways to get balanced news or information. One option is to use multiple search engines when you search on the Internet. Instead of relying solely on Google or Bing, you can use both and a third party search engine like DuckDuckGo or Yandex to diversify the search results.

What's your take on the finding?

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Comments

  1. ilev said on August 4, 2012 at 7:53 pm
    Reply

    Doesn’t Windows 8 know that www. or http:// are passe ?

    1. Martin Brinkmann said on August 4, 2012 at 7:57 pm
      Reply

      Well it is a bit difficulty to distinguish between name.com domains and files for instance.

    2. Leonidas Burton said on September 4, 2023 at 4:51 am
      Reply

      I know a service made by google that is similar to Google bookmarks.
      http://www.google.com/saved

  2. VioletMoon said on August 16, 2023 at 5:26 pm
    Reply

    @Ashwin–Thankful you delighted my comment; who knows how many “gamers” would have disagreed!

  3. Karl said on August 17, 2023 at 10:36 pm
    Reply

    @Martin

    The comments section under this very article (3 comments) is identical to the comments section found under the following article:
    https://www.ghacks.net/2023/08/15/netflix-is-testing-game-streaming-on-tvs-and-computers/

    Not sure what the issue is, but have seen this issue under some other articles recently but did not report it back then.

  4. Anonymous said on August 25, 2023 at 11:44 am
    Reply

    Omg a badge!!!
    Some tangible reward lmao.

    It sucks that redditors are going to love the fuck out of it too.

  5. Scroogled said on August 25, 2023 at 10:57 pm
    Reply

    With the cloud, there is no such thing as unlimited storage or privacy. Stop relying on these tech scums. Purchase your own hardware and develop your own solutions.

    1. lollmaoeven said on August 27, 2023 at 6:24 am
      Reply

      This is a certified reddit cringe moment. Hilarious how the article’s author tries to dress it up like it’s anything more than a png for doing the reddit corporation’s moderation work for free (or for bribes from companies and political groups)

  6. El Duderino said on August 25, 2023 at 11:14 pm
    Reply

    Almost al unlmited services have a real limit.

    And this comment is written on the dropbox article from August 25, 2023.

  7. John G. said on August 26, 2023 at 1:29 am
    Reply

    First comment > @ilev said on August 4, 2012 at 7:53 pm

    For the God’s sake, fix the comments soon please! :[

  8. Kalmly said on August 26, 2023 at 4:42 pm
    Reply

    Yes. Please. Fix the comments.

  9. Kim Schmidt said on September 3, 2023 at 3:42 pm
    Reply

    With Google Chrome, it’s only been 1,500 for some time now.

    Anyone who wants to force me in such a way into buying something that I can get elsewhere for free will certainly never see a single dime from my side. I don’t even know how stupid their marketing department is to impose these limits on users instead of offering a valuable product to the paying faction. But they don’t. Even if you pay, you get something that is also available for free elsewhere.

    The algorithm has also become less and less savvy in terms of e.g. English/German translations. It used to be that the bot could sort of sense what you were trying to say and put it into different colloquialisms, which was even fun because it was like, “I know what you’re trying to say here, how about…” Now it’s in parts too stupid to translate the simplest sentences correctly, and the suggestions it makes are at times as moronic as those made by Google Translations.

    If this is a deep-learning AI that learns from users’ translations and the phrases they choose most often – which, by the way, is a valuable, moneys worthwhile contribution of every free user to this project: They invest their time and texts, thereby providing the necessary data for the AI to do the thing as nicely as they brag about it in the first place – alas, the more unprofessional users discovered the translator, the worse the language of this deep-learning bot has become, the greater the aggregate of linguistically illiterate users has become, and the worse the language of this deep-learning bot has become, as it now learns the drivel of every Tom, Dick and Harry out there, which is why I now get their Mickey Mouse language as suggestions: the inane language of people who can barely spell the alphabet, it seems.

    And as a thank you for our time and effort in helping them and their AI learn, they’ve lowered the limit from what was once 5,000 to now 1,500…? A big “fuck off” from here for that! Not a brass farthing from me for this attitude and behaviour, not in a hundred years.

  10. Anonymous said on September 28, 2023 at 8:19 am
    Reply

    When will you put an end to the mess in the comments?

  11. RIP said on September 28, 2023 at 9:36 am
    Reply

    Ghacks comments have been broken for too long. What article did you see this comment on? Reply below. If we get to 20 different articles we should all stop using the site in protest.

    I posted this on [https://www.ghacks.net/2023/09/28/reddit-enforces-user-activity-tracking-on-site-to-push-advertising-revenue/] so please reply if you see it on a different article.

    1. RIP said on September 28, 2023 at 11:01 am
      Reply

      Comment redirected me to [https://www.ghacks.net/2012/08/04/add-search-the-internet-to-the-windows-start-menu/] which seems to be the ‘real’ article it is attached to

  12. RIP said on September 28, 2023 at 10:48 am
    Reply

    Comment redirected me to [https://www.ghacks.net/2012/08/04/add-search-the-internet-to-the-windows-start-menu/] which seems to be the ‘real’ article it is attached to

  13. Mystique said on September 28, 2023 at 12:13 pm
    Reply

    Article Title: Reddit enforces user activity tracking on site to push advertising revenue
    Article URL: https://www.ghacks.net/2023/09/28/reddit-enforces-user-activity-tracking-on-site-to-push-advertising-revenue/

    No surprises here. This is just the beginning really. I cannot see a valid reason as to why anyone would continue to use the platform anymore when there are enough alternatives fill that void.

  14. justputthispostanywhere said on September 29, 2023 at 3:59 am
    Reply

    I’m not sure if there is a point in commenting given that comments seem to appear under random posts now, but I’ll try… this comment is for https://www.ghacks.net/2023/09/28/reddit-enforces-user-activity-tracking-on-site-to-push-advertising-revenue/

    My temporary “solution”, if you can call it that, is to use a VPN (Mullvad in my case) to sign up for and access Reddit via a European connection. I’m doing that with pretty much everything now, at least until the rest of the world catches up with GDPR. I don’t think GDPR is a magical privacy solution but it’s at least a first step.

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