Abstract
Search engines and social networking sites use a number of signals to track interests and preferences online in order to continually display content that retains readership and activity. Building on work done around Filter Bubbles, this paper investigates the cognitive workings of a typical user in sub-consciously constructing “echo chambers” by making use of Facebook’s News Feed. Their interaction with like-minded content and the unintentional consequence of losing access to opposing or challenging information reinforces the confirmation bias that stunts social synthesis and political progression. This largely involuntary binding of users in ideological camps damages the Hegelian social dialectic and demands regulation, especially in states devoid of strong institutional frameworks capable of withstanding polarised polities.
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