Search bubbles or filter bubbles are personalized information for the user. It takes in all the users past history and presents information that is familiar and pleasant to the user. It hides information that is irrelevant to the user. The search algorithim uses someones past clicks, searches, and location and personalizes it on the World Wide Web. Google and Facebook both use it heavily on users. It is also a great and innovative way for adverstisements to get the right people the right products.There are a lot of positives but also some negatives.
Eli Pariser, a internet activist, wrote a book and used this exact term as the title. He comes at it from a negative view saying people are missing out on important news and points. He has a strong point about how people are stuck in their own bubble now and aren't exposed to new information and how users can break the barrier to these search bubbles. Two people searching the same thing can get completely different results. Which is controversial because Eli states that we are being creative and experiencing new things but rather just doing everything in our self interest.
Bursting the bubbleEdit
Users are taking extra measures to break through their self-interest communities. There are simple ways of going against the algorithms that find your ads. Things like ad-block, deleting search history, location off can limit what algorithms do. There are even extensions for browsers that can basically turn off filter bubbles so you aren't exposed to biased information.