In previous eras, U.S. officials could at least study, say, Nazi propaganda during World War II, and fully grasp what the Nazis wanted people to believe. Today, “it’s not a filter bubble; it’s a filter shroud,” Geltzer said.

‘themorepredictableresultwouldbeagradualdesertificationoftheculturallifeofindividualsnolongerabletoencounterwhatisunusual,unexpected,andsurprising.’[61]Ratherthanindividualizedbubbles,sharingsegregatessocialnetworkusersintoculturalbubblesofpreferences,products,andknowledge

Whileitmaysoundcontradictory,evenpersonalizationisanormalizingaction.Thepersonalizedprofilesor‘filterbubbles’generatedbyplatformssuchasGoogleandFacebookoperateonstandardizedalgorithms;whilethepredictionsabout‘whoyouareandwhatyou’lldoandwantnext’maybeuniquefordifferentsubjects,theyareuniqueonlyinlinewiththerulesofthealgorithm.

filterbubblessortandnarrowtheknowledgecitizensubjectsaccessandseparatethemintoindividualizeduniverseswheretherulesoftheirformationareinvisible.

SomescholarshavechallengedthesortingeffectsoftheGooglesearchenginetohighlightthatitsoperation(1)isbasedondecisionsinscribedintoalgorithmsthatfavouranddiscriminatecontent,(2)issubjecttopersonalization,localization,andselection,and(3)threatensprivacy

platformssuchasGoogleandFacebookthatoperatelike‘predictionengines’by‘constantlycreatingandrefiningatheoryofwhoyouareandwhatyou’lldoandwantnext’basedonwhatyouhavedoneandwantedbefore