Until this reading, I wasn’t nearly as informed on how all of the ads on search engines just so happen to be my preferred online shopping websites. Fascinating though alarming at the same time, the personalization of technology has been so developed that it almost seems inherent that we each have a distinct relationship to technology. Within Pariser, Negroponte elaborates on how the solution to organizing what we see on the internet is simple: the internet must keep our attention by giving us what we want. Like Jaron Lanier, I see a problem with this. Though it is convenient to not have to dig deep online for what we want, I see these concepts limiting our ability to seek out new things and learn about new ideas that we would never think to find before. For example, if all we see are advertisements for a certain political party, the likelihood of us being exposed to new political ideas is less.
Furthermore, the relevance factor within the internet is said to ‘benefit us’ however, it is from the Morozov reading that furthered my opinions on not only the relationship between society and the internet but one of the key elements that fueled this relationship: money. With relevance comes advertisements and with advertisements come money. Are companies such as Google and Facebook truly working to benefit us or are they ultimately trying to benefit their stocks and monetary worth? It is said in chapter three that Orwell emphasizes the ‘pervasive surveillance and mind-numbing propaganda’ of technology as well as expressing his opinion that we are not entitled to privacy. It is interesting that he held that belief considering that it is evident that both he and Aldous Huxley failed to anticipate just how close the relationship between human and technology would become. I wonder, if either were alive today, would they hold that same belief? Would they redefine privacy? With the ‘technological space race’ (as I like to call it) and the persistence of different search engines and social networks to be the ‘next big thing’, what is that to say about the infiltration of the internet in 20 years from now? Will the internet really be able to tell our children ‘where they should go to college’ from simply typing it into the search box? How personal and how intelligent will technology really become? Intelligent enough to overcome it’s creators?