Worldwide there is an underlying issue within search engines and social media. This issue is becoming evident as the number of people retrieving their news through Google and Facebook increases. Personalisation through searches is evolving to only show the consumer what they want to see not what they need to see. Online Organiser and Author of ‘The Filter Bubble’, Eli Pariser argues in his TED Talk about the unreliability of not being exposed to information that could broaden our worldwide view and possibly resolve pivotal democratic issues. This cycle of trying to consistently please the users is becoming evident within search organisations and has evolved with technology as algorithmic filters were introduced having an unbalanced and unethical filter. This invisible filter is now generating a “personal unique universe of information” (Pariser, 2011), for every individual user, enforcing the inability to have a functioning democracy because of the public not receiving accurate and most importantly balanced information.
The Filter Bubble’s motive is to create a personalised environment online through the search engine, by getting to know the source of sites it thinks it’s consumer is interested in. The filter then only provides their subject with specific ‘relevant’ information. The continuous flow of information being shown on google and Facebook revolves around the commonly visited sites rather than things that benefit the users worldwide view and get them thinking (Eli