We have already learned that information can be biased. Now, it is important to think about our own bias.
Research shows that we are more likely to accept information that matches what we already believe. This is called confirmation bias or myside bias (see Kappes et al., 2020; McCrudden & Barnes, 2016; Pilditch & Custers, 2018). Wittebols (2019) defines it as a “tendency to be psychologically invested in the familiar and what we believe and less receptive to information that contradicts what we believe” (p. 211). Qn simple terms, we may reject information that does not support our existing ideas.
This bias can appear in different ways. Hahn and Harris (2014) identify four main behaviours:
Peters (2020) also suggests that we are more likely to remember information that supports our views. This can strengthen our bias even more. Overall, research shows that bias strongly affects the way we think. To learn more about how and why bias affects everyday thinking, watch the short video.
The idea of filter bubbles was first introduced in 2011 by internet activist Eli Pariser. He described it as “your own personal unique world of information that you live in online” (Pariser, 2011, 4:21). At the time, Pariser focused on how algorithms on social media platforms and search engines work. These algorithms prioritise content based on a person’s past online activity. This means “the Internet is showing us what it thinks we want to see, but not necessarily what we should see” (Pariser, 2011, 3:47). You can watch his TED talk to learn more.
Today, we understand that people also create their own filter bubbles. This can happen when you look for people or sources that share your views, follow friends or public figures on social media, and connect with people who have similar beliefs and interests.
Barack Obama (2017) spoke about filter bubbles in his presidential farewell address:
For too many of us it’s become safer to retreat into our own bubbles, whether in our neighbourhoods, or on college campuses, or places of worship, or especially our social media feeds, surrounded by people who look like us and share the same political outlook and never challenge our assumptions… Increasingly we become so secure in our bubbles that we start accepting only information, whether it’s true or not, that fits our opinions, instead of basing our opinions on the evidence that is out there. (Obama, 2017, 22:57).
Filter bubbles are not new. Before social media, a similar idea was called an echo chamber. This term was used to describe how news media can present different viewpoints in separate spaces. In an echo chamber, people mainly see information that supports their existing beliefs and are less likely to see ideas that challenge or oppose them.
There are many other ways that bias can affect how you think and understand new information. Try the quiz below to learn about other types of bias, or read Buzzfeed’s 2017 article on cognitive bias.