Far-reaching effects of the filter bubble, the most notorious metaphor in media studies

Abstract

This article discusses the topic of algorithmic personalization and the creation of the so-called “filter bubble” effect, which is often understood as one of the most problematic influences of artificial intelligence on democratic social order. The author suggests that focusing on the issue of information diversity, which had far-reaching effect on the empirical research that tried to quantitatively measure and systematically prove the existence of the filter bubbles, was the wrong starting point for the discussion on the application of algorithmic personalization. It has drawn our attention away from the deeper issue: habit. Habitual adaptation of algorithmic personalization, namely, stands in essential contradiction to the ideal image of a non-adaptive public sphere, upon which democratic societies should be based. Focusing on habitual adaptation could also explain why users addictively stick to certain kinds of information, even if they are not caught in an isolated chamber.