The Filter Bubble - Eli Pariser [41]
In the early days of the World Wide Web, when Yahoo was its king, the online terrain felt like an unmapped continent, and its users considered themselves discoverers and explorers. Yahoo was the village tavern where sailors would gather to swap tales about what strange beasts and distant lands they found out at sea. “The shift from exploration and discovery to the intent-based search of today was inconceivable,” an early Yahoo editor told search journalist John Battelle. “Now, we go online expecting everything we want to find will be there. That’s a major shift.”
This shift from a discovery-oriented Web to a search and retrieval–focused Web mirrors one other piece of the research surrounding creativity. Creativity experts mostly agree that it’s a process with at least two key parts: Producing novelty requires a lot of divergent, generative thinking—the reshuffling and recombining that Koestler describes. Then there’s a winnowing process—convergent thinking—as we survey the options for one that’ll fit the situation. The serendipitous Web attributes that Johnson praises—the way one can hop from article to article on Wikipedia—are friendly to the divergent part of that process.
But the rise of the filter bubble means that increasingly the convergent, synthetic part of the process is built in. Battelle calls Google a “database of intentions,” each query representing something that someone wants to do or know or buy. Google’s core mission, in many ways, is to transform those intentions into actions. But the better it gets at that, the worse it’ll be at providing serendipity, which, after all, is the process of stumbling across the unintended. Google is great at helping us find what we know we want, but not at finding what we don’t know we want.
To some degree, the sheer volume of information available mitigates this effect. There’s far more online content to choose from than there was in even the largest libraries. For an enterprising informational explorer, there’s endless terrain to cover. But one of the prices of personalization is that we become a bit more passive in the process. The better it works, the less exploring we have to do.
David Gelernter, a Yale professor and early supercomputing visionary, believes that computers will only serve us well when they can incorporate dream logic. “One of the hardest, most fascinating problems of this cyber-century is how to add ‘drift’ to the net,” he writes, “so that your view sometimes wanders (as your mind wanders when you’re tired) into places you hadn’t planned to go. Touching the machine brings the original topic back. We need help overcoming rationality sometimes, and allowing our thoughts to wander and metamorphose as they do in sleep.” To be truly helpful, algorithms may need to work more like the fuzzyminded, nonlinear humans they’re supposed to serve.
On California Island
In 1510, the Spanish writer Garci Rodriguez de Montalvo published a swashbuckling Odyssey-like novel, The Exploits of Esplandian, which included a description of a vast island called California:
On the right hand from the Indies exists an island called California very close to a side of the Earthly Paradise; and it was populated by black women, without any man existing there, because they lived in the way of the Amazons. They had beautiful and robust bodies, and were brave and very strong. Their island was the strongest of the World, with its cliffs and rocky shores. Their weapons were golden and so were the harnesses of the wild beasts that they were accustomed to domesticate and ride, because there was no other metal in the island than gold.
Rumors of gold propelled the legend of the island of California across Europe, prompting adventurers throughout the continent to set off in search of it. Hernán Cortés, the Spanish conquistador who led the colonization of the Americas, requested money from Spain’s king to lead a worldwide hunt. And when he landed in what