Savvy communications people have sensed this for some time, but now we're seeing it pulled together — as in this concise paper, "The Personalization Paradox," from Cookerly Public Relations in Atlanta. Our information sources are becoming more like a constricting pipeline than a nimble breeze. And that can be stunting to all of us.
Even if our web pipeline includes our friends, as is true for most of us, it's still small bore compared to the vastness of what's being accumulated. How do we come across the chance information that can be more important to us than what we already know? Editors used to fulfill that function, but they're becoming eclipsed by information that's produced by technology or people we already know. Increasingly, we're missing out on chance insights, invaluable as they can be.
That's what Cookerly means by "The Personalization Paradox." The more we surf, the less we know, in terms of what we might become aware of if our circulating had more random origins, like it used to. More but less, you might say.
Eli Pariser wrote of "The Filter Bubble: What the Internet is Hiding From You," and you can find a link to a TED talk by Pariser in the notes to the Cookerly paper.
We've got to get this post out to the web, so we'll end it here. But there's much in the concise Cookerly paper to give publicists, and people in general, concern about how the word is getting out anymore.
(Illustration from the Health Innovations in Context site.)
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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