Web Personalization: Powerful Information Tool or Filter Bubble?
Donna WitekPublic Services LibrarianWeinberg Memorial LibraryApril 18, 2013
Where everybody knows your name.
Personalization...
Personalization and Customization
• Vendor-initiated vs. user-initiated
• adaptivity vs. adaptability
• passive vs. active
Types of algorithmo content-based
• user-profileso collaborative/hybrid
• rules-based • recommendations
o social-basedo demographic/context-basedo knowledge-based
(Ads were at the bottom of the page.)
(No two News Feeds are alike!)
Amazon, Netflix, and Pandora
(Shopping/entertainment = recommendations/ratings)
Image by Toothpaste for Dinner (10/06/11)
Image from The Telegraph
"The new generation of Internet filters looks at the things you seem to like--the actual things you've done, or the things people like you like--and tries to extrapolate. They are prediction engines, constantly creating and refining a theory of who you are and what you'll do and want next. Together, these engines create a unique universe of information for each of us--what I've come to call a filter bubble--which fundamentally alters the way we encounter ideas and information." --Eli Pariser, The Filter Bubble, p. 9
dontbubble.usduckduckgo.com
