week 13 

11/7/16 - 11/13/16 

Eli Pariser - Beware online "filter bubbles" 

This talk is particularly relevant to the class lecture on Mass Communication. and yet more interestingly- it reminded me of the discussion of the social penetration theory and how internet inverted it from the inside out. Here, I see the internet, as the new medium through which information is distributed, has changed in a reciprocal pattern ( x/y into y/x)- not only the receivers of the communication- the public, but in interesting ways the senders as well: the WHO received infromation, WHAT information is shared and HOW it is delivered 

1. when TV was the main distributor of information
1. throght the multiple step editiong process as information goes through each gatekeeper, the final message is only fraction of the original - has to appeal to all opposing view points of the public 
2. all of target public gets the same message at the same time in the same format - everyone was was wathcing the same adds  

as the internet became more and more popular, it began evolving. one of most notable features - is the trackaing ability of the internet - the browsing history and those "cookies" - we learned to process all of that into meaningful information - whats more descriptive of your inner core than your google history? all that information is changed into data and that data is BIG business. Instead of paying for commercial airtime to advertize their producsts, companies are buying data about their customers and are now able to deliver personalized and individualized adds to each customer at any point in time. 

1. 
   
2. when INTERNET distributes information
1. company buys data - but now company Edits the TARGET public - 
2. EACH target gets own FULL message - everyone watches individualized commercials (brought to you  by google) 

through TV: One message, Multiple edits, whole public - as One receiver, gets message ALL together at One set time.

through the INTERNET: Many messages, One edit (per message), Many individual receivers, getting information Separately and at Many different times.