No ctrl
We invented algorithms. But they may soon be shaping us
HEPHZIBAH ANDERSON
ILLUSTRATION BY HANNAH BERRY
According to the internet, I’m middle-aged and married with teenage kids. I like to watch romantic movies, rock out to the blues, and immerse myself in craft projects. Oh, and I’m really interested in “vacuums and floor care” and computer programming.
This is the version of myself I encountered when I recently waded into Google’s personalisation settings. I was trying to figure out why, when I go online, I’m trailed by adverts for brightly coloured, diaphanous clothing of the kind that screams “quirky art teacher.” I didn’t emerge much the wiser, and only one of those demographic attributes is strictly accurate, but my delving reinforced that familiar online feeling of being snooped on. By whom? The algorithms.