The Information Bubble

People today have access to a vast array of informational resources, ranging from online search engines like Google and social media platforms like Facebook and Twitter, to simple mailing lists and WhatsApp groups. However, the abundance of information available can make it challenging to handle. Unfortunately, with the increase in information load and sources, there has also been a rise in the distribution of fake news and conspiracy theories. While fake news and propaganda have always existed, the emergence of new information sources has changed the ways in which they are distributed, highlighting the importance of finding ways to protect people from false information and theories.

Our social influences play a significant role in how we choose to receive information. People seek information about what their peers believe and do in order to avoid social exclusion or just to feel part of a group. This is connected to the reputational aspect of socialisation that encourages individuals to follow certain behaviours of their peers. As a result, people tend to discover news from posts made by their friends on social media platforms. Given that young people consume most of their information from social media, this reputational aspect has become a crucial element in the information gathering process among the various social media platforms available.

An information bubble is created when people primarily, or exclusively, consume information from the same type of sources, or with the same type of agenda or political viewpoint.

The consequences of information bubbles can be significant. They can lead to a polarised and fragmented debate where people are less likely to engage with those who hold different views, and where social and political divisions are reinforced. They can also undermine the public's trust in institutions such as the media, and in some cases, can even have real-world consequences such as the spread of misinformation or the exacerbation of social and political conflicts.

Breaking out of the information bubbles is essential for maintaining a healthy public discourse and democracy. It is important to raise public awareness about the algorithms used by search engines and social media platforms and their impact on our lives. Public debates on issues like censorship, personal data protection, and ethical platform design are necessary to reach a solution that benefits all stakeholders. However, it is important to keep in mind that sudden and rapid attempts to break information bubbles may backfire and lead to even greater polarisation. It is very difficult to break down an information bubble from the outside. 

There are several proposed methods for breaking information bubbles. Users could be offered the option to switch from personalised to non-personalised search results or use algorithm-free search engines like duckduckgo.com. Adding serendipity to web-searches, which introduces an element of luck into the search results, can increase the user's exposure to diverse perspectives. Additionally, search engines and social media platforms could provide information on how search results are produced, helping users understand the algorithms used and the potential biases inherent in their results.