Defining Filter Bubbles and Polarization.

In this post, we’ll be taking a deeper look and defining filter bubbles and polarization. Now that you’ve been introduced to our campaign, and the aims we want to achieve, it’s time to explain these concepts properly, and how they are often intertwined.

Quite simply, filter bubbles are a result of algorithms which are built into social media platforms and that are created in order to recognise user’s preferences. Using the information collected, platforms can show personalised, preferential content to users. This means that whatever a user engages with most, will most likely be the type of content to reappear, with the aim of encouraging you to stay on the site for as long as possible.

For example, does your TikTok feed often show you the same type of content, making you wonder how it knows you so well?

Or does your Twitter feed love to keep you updated on what you’re interested in most?

Do these things then keep you scrolling for longer?

If so, then you already have first-hand experience of algorithms at work! Who knew? So let’s dive in.

Filter bubbles emerge from the use of these algorithms because as our feed fills up with preferential content, designed for our attention, contrary opinions that may challenge our viewpoints are filtered out. This allows for our current, algorithm-based content to reinforce our beliefs and possibly even give us a false perception of reality. This is called a filter bubble.

The next concept we will look at is polarization. There are two main types of this, both of which we will touch upon. First, is ideological polarization which is how much people disagree about political issues. For example, how far apart opinions are on political issues. Levels of polarisation are now thought to be rising to very high levels with people moving away from the centre, further toward differing ideological extremes. The issue with this, is the loss of a political common ground to make compromise and agreements. Similar to this, is affective polarization. This is how much people dislike or distrust their political opponents, and this too is now reaching high levels. Again, this reduces the space for communication and compromise on the political platform, as well as between the general public.

The issue with filter bubbles and polarization, is that they are feeding into one another. They are two separate concepts, yet they often appear together. Filter bubbles are allowing spheres to exist on social media platforms, for polarization to develop. Similarly, polarization is leading to people disengaging with content they disagree with and embracing filter bubbles. Therefore, such situations need to be understood and identifiable by the general public, to make sure we are consuming balanced information to help us in making informed decisions when voting. That is where we come in! Aiming to help you to understand, identify, and eventually avoid this from occurring to you too.