"If there is a law that requires DNSs to do X and it's passed by both houses of Congress and signed by the President of the United States and we disagree with it then we would still fight it."

When you follow your friends on Facebook or run a search on Google, what information comes up, and what gets left out? That’s the subject of a new book by Eli Pariser called The Filter Bubble: What the Internet Is Hiding from You. According to Pariser, the internet is increasingly becoming an echo chamber in which websites tailor information according to the preferences they detect in each viewer.

The top 50 websites collect an average of 64 bits of personal information each time we visit and then custom-designs their sites to conform to our perceived preferences. While these websites profit from tailoring their advertisements to specific visitors, users pay a big price for living in an information bubble outside of their control.

That’s right. I was surprised. I didn’t know that that was, you know, how it was working, until I stumbled across a little blog post on Google’s blog that said "personalized search for everyone." And as it turns out, for the last several years, there is no standard Google. There’s no sort of "this is the link that is the best link." It’s the best link for you. And the definition of what the best link for you is, is the thing that you’re the most likely to click. So, it’s not necessarily what you need to know; it’s what you want to know, what you’re most likely to click.

Well, it’s really striking. I mean, even if you’re not—if you’re logged in to Google, then Google obviously has access to all of your email, all of your documents that you’ve uploaded, a lot of information. But even if you’re logged out, an engineer told me that there are 57 signals that Google tracks—"signals" is sort of their word for variables that they look at—everything from your computer’s IP address—that’s basically its address on the Internet—what kind of laptop you’re using or computer you’re using, what kind of software you’re using, even things like the font size or how long you’re hovering over a particular link. And they use that to develop a profile of you, a sense of what kind of person is this. And then they use that to tailor the information that they show you.

And this is happening in a whole bunch of places, you know, not just sort of the main Google search, but also on Google News.

And what are the options, the opt-out options, if there are any, for those who use, whether it’s Google or Yahoo! or Facebook? Their ability to control and keep their personal information?

Well, you know, there aren’t perfect opt-out options, because even if you take a new laptop out of the box, already it says something about you, that you bought a Mac and not a PC. I mean, it’s very hard to get entirely out of this. There’s no way to turn it off entirely at Google. But certainly, you can open a private browsing window. That helps.

ELI PARISER: Yeah. You know, if you look at how they talked about the original Google algorithm, they actually talked about it in these explicitly democratic terms, that the web was kind of voting—each page was voting on each other page in how credible it was. And this is really a departure from that. This is moving more toward, you know, something where each person can get very different results based on what they click on. [my note: that is not true but the message being promoted here is that Google is turning bad.]

And when I did this recently with Egypt—I had two friends google "Egypt"—one person gets search results that are full of information about the protests there, about what’s going on politically; the other person, literally nothing about the protests, only sort of travel to see the Pyramids websites.

AMY GOODMAN: Now, wait, explain that again. I mean, that is astounding. So you go in. The uprising is happening in Egypt.

ELI PARISER: Right.

AMY GOODMAN: In fact, today there’s a mass protest in Tahrir Square. They’re protesting the military council and other issues. So, if I look, and someone who likes to travel look, they may not even see a reference to the uprising?

ELI PARISER: That’s right. I mean, there was nothing in the top 10 links. And, you know, actually, the way that people use Google, most people use just those top three links. So, if Google isn’t showing you sort of the information that you need to know pretty quickly, you can really miss it.

JUAN GONZALEZ: Well, what about the responses of those who run these search engines, that they’re merely responding to the interests and needs of the people who use the system?

ELI PARISER: Well, you know, I think—they say, "We’re just giving people what we want." And I say, "Well, what do you mean by 'what we want'?" Because I think, actually, all of us want a lot of different things. And there’s a short-term sort of compulsive self that clicks on the celebrity gossip and the more trivial articles, and there’s a longer-term self that wants to be informed about the world and be a good citizen. And those things are in contention all the time. You know, we have those two forces inside us. And the best media helps us sort of—helps the long-term self get an edge a little bit. It gives us some sort of information vegetables and some information dessert, and you get a balanced information diet. This is like you’re just surrounded by empty calories, by information junk food.

It’s a natural byproduct of consolidating so much of what we do online in a few big companies that really don’t have a whole lot of accountability, you know, that aren’t being pushed very hard by governments to do this right or do it responsibly.

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