Introduction
• Personalization vs. democracy?
• Google meant to “tell us what we should be doing next”
• filter bubble: alone in it, invisible, not chosen
• search algorithms construct theories of self
• every technology has an interface. what does the filter bubble’s look like?
• “informational determinism,” “global lobotomy”
The You Loop
• “one identity”?  what is the interplay of identity and personalization? “fundamental attribution error”
• Facebook vs. Google’s personalization. aspirational vs. current selves, the “present bias.”
• persuasion profiles
• search without search, the “priming effect”
• “local-maximum problem,” identity loops, and “overfitting”
What You Want, Whether You Want It or Not
• advertars and robotic assistants
• search by face, ambient intelligence and IoT
• algorithmic black box
• advertiser-funded media
• website morphing
• people filtering