How algorithms influence what you see on the Internet

 

 

I am Lilian H. Hill, moderator of Information Literacy online forum.

Have you ever wondered if your computer is spying on you? Let’s say you searched for a topic on your laptop, only to find advertisements for related products on your smart phone or tablet later in the day, even from organizations or companies you did not view. This phenomenon is based on algorithms used by programs that operate on the internet. 

You may vaguely remember the word algorithms from high school math class, and probably forgot all about them. So, to remind you, an algorithm is a series of instructions for problem solving used in mathematics. The reasons they are pertinent now is that the word also refers to instructions programmed into computers for solving such as what you see when you perform a search on the Internet. In other words, algorithms are the foundation of how computers work. Computer technology can perform algorithmic operations at a speed not possible for human beings. 

Ubiquity of Algorithms  

Algorithms are everywhere because many items in our lives have embedded computer chips: in our cars, household appliances, home entertainment and security systems, and even doorbells. We wear them on our wrists as smartwatches or carry them around on our smartphones. They are even in medical devices such as hearing aids, pacemakers, or wearable glucose monitors. They provide for our convenience, health monitoring, and even safety. 

Personalized Information 

Social media and search engines such as Google are structured to personalize information that you see. They track information about your preferences and interests by following what you search for, how long you view websites, and even purchases you make online. You are more likely to see information you are interested in, but the trade-off is that you sacrifice some privacy. You are also more likely to see information that you agree with, meaning that algorithms may be shaping your opinions and view of reality. They are responsible for promoting fake news, information that is inaccurate, one-sided, or biased. They may promote and perpetuate racist, sexist, and other prejudicial perspectives. 

Machine Learning 

With the advent of machine learning, algorithms have become more independent of human control. They are controlling many things. For example, as many as 65% of stock market trades are controlled by algorithms instead of thinking human beings. Depending on their programming, the values they operate on may be to maximize profit no matter the results in human lives. Algorithms are at the forefront of innovation, creativity, and technological advancement. 

Algorithms are imperfect and have limitations based on their programming. They draw from past data, even while they are influencing our decisions. Because they have penetrated many aspects of our lives, this is a good time to ask questions about the influence of algorithms on our daily lives.

References 

Algorithms are controlling everything in today’s digital world. Retrieved from https://futurside.com/algorithms-are-controlling-everything-in-todays-digital-world/