The filter bubbles and homophily

            Personalization algorithms, especially those that factor in our friends’ preferences, have a way of clumping us into ever more homogeneous and like-minded groups. That’s one of the central ideas of The Filter Bubble. But, as Eli freely admits, online personalization is not the only force filtering out diversity and sieving in homogeneity. We humans are very good at sorting ourselves into groups that look and think much like ourselves – without the help of algorithms.
            The power of homophily, the sociological term for our self-sorting tendencies, hardly needs scholarly backing ; just glancing around any college cafeteria should be enough to convince that we flock to birds of similar feathers. But that doesn’t stop academics from supplying hundreds of studies for evidence.
             People always looking for others that similar to themselves to build relationships. It limits the oppourtunity for people to know new information because you might already know what your friends know. The social networking also blocks the way that you use to get important information. Such as Google, it will show only the prefered results based on what people click the most times when researching. The research tool filters out the information that might be important or challenging to people. People will see different results when researching the same topic. Although the research tool might bring you the information that you need more convenently, friends can tell you what you want to know based on their understandings of you. We still need to know the complete information in order to understand and make the right choice.