Digithoughts

In a recent Q&A with Mashable, Eli Pariser, author of The Filter Bubble, argues that we’re being isolated because of content filtering. That because of filtering, new ideas and opposing view points are hidden from our view. His premise seems to hinge on the ideas we only consume content passively and that information outside our world-view is difficult to find when we look for it. Neither of which are true in my experience.

Filtering is a convenience for content consumers when browsing the Internet passively, without agenda. When I’m in “passive mode,” I want the signal-to-noise ratio to tip towards signal. I want the irrelevant filtered from view. I don’t believe that I’m unique in that regard. We Homo sapiens are actually hardwired to respond to relevant content. Without relevancy, without accurate filtering, a content provider’s consumer constituency will not remain loyal. They will eventually leave for a content provider that delivers them content that they are interested in consuming while in passive mode.

Information has never been more available and accessible.  Filtering doesn’t prevent content consumers from discovering new things, it just means that in order to discover new things, they have to possess the desire to do so. The person that never wanted to read the front page of the newspaper and skipped to the Sports section is probably not going to read similar “front page” content on their mobile phone or in their browser. When Mr. Sports Section wants to read what’s happening in Afghanistan, it’s not difficult for him to find what he wants.

When I’m not in “passive mode” and I’m interested in discovering something new, I have no problem finding it. I just search for it. Relevance applies to search as much as it does personalization. If a search engine doesn’t provide relevant results, given the keywords submitted to it, that search engine will see its popularity diminish.

Relevance is king. Filtering is who crowned him.

Chuck Phillips CTO

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