DIGITAL CULTURAL BUBBLE

Internet corporations such as Google, Facebook, Apple, and Microsoft, are analysing through tools such as Filter Bubbles algorithms (Eli Pariser, 2012) users’ web usage (click behaviour, browsing history, search history and location) to process with tools such as Hyper-personalization what information users would like to see in order to give them back customized personalize online experiences. In fact, in the Web 2.0 users are getting less exposure to diverse viewpoints and therefore becoming isolated in their own social cultural clusters.

 

The Global Village was supposed to expose individuals to unexpected cultural encounters which could nourish genuine and innovative social interactions and therefore lead to social, economic, and technical innovation. However it is yet to be understood whether the Internet is fostering cultural exchange through individuals’ interactions or if it is just increasing the amount of interconnections within already existing cultural or ideological bubbles let us being surrounded only by contacts and information we already know and agree with.