Od personalizacji do profilowania. Opis konsekwencji korzystania z wyszukiwarki internetowej Google
From personalization to profiling. Description of consequences of using Google search engine

Summary/Abstract: The aim of this article is to show effects of activity of the most popular in the world Web search engine, using personalized search and building profiles of each of its users. Personalized search concerns a trend of customization: a searcher get such kind of information which meets his interests, dreams, social status. It implies that there is the highest relevance of the search results but on the other hand it carries serious consequences of limited access to a wide range of knowledge. Eli Pariser called this phenomenon “filter bubble”. Internet users are shut in the world of their opinions, prejudices, they do not have chance to encounter across the unknown. Customization of Web search results requires collecting complete knowledge of each of Internet user, in other words to build a profile. However, users do not realize that their profiles are built and Google can know more about them than themselves. The European Union wants to resist this situation. The article also shows legal solutions which can regulate using personal data for profiling.

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