Cybernetic Feedback Loops: How They Shape Our Digital Trust
It's ok to step off the path and seek new information.
Our digital interactions are increasingly influenced by systems that adapt to our behaviors. These systems don't just passively relay information; they actively change how we connect, perceive, and trust in the digital world. Central to this process are cybernetic feedback loops, which help explain how technology shapes our online experiences
What are cybernetic feedback loops?
Cybernetic feedback loops, introduced by Norbert Wiener in his seminal work "Cybernetics: Or Control and Communication in the Animal and the Machine,"1 describe systems where outputs become inputs, creating continuous cycles of information processing. While this idea predates our modern digital systems, these loops play a crucial role in shaping our online experiences and, importantly, our trust in digital platforms.
Personal bubbles of information
Consider how social media tailors your feed based on your likes, shares, and comments. While this personalization can enhance user experience, it also risks creating what Eli Pariser calls "filter bubbles," potentially limiting exposure to diverse viewpoints.2 This phenomenon is part of a broader system of feedback loops in digital spaces.
As Cass Sunstein notes in his book "#Republic: Divided Democracy in the Age of Social Media," "When people use Facebook to see exactly what they want to see, their understanding of the world can be greatly affected."3 This observation highlights how cybernetic feedback loops in digital platforms can shape our online experiences and, importantly, our trust in these systems.
Trust in the age of algorithms
Feedback loops present both opportunities and challenges for building trust online:
Positive: Consistent, personalized experiences can build user confidence.
Negative: As Shoshana Zuboff argues in "The Age of Surveillance Capitalism,"4 these systems can be used to manipulate behavior, raising ethical concerns.
Navigating the digital landscape
So how can we harness the benefits of these systems while mitigating risks? Here are some strategies:
Actively seek out diverse content to counteract algorithmic bias.
Regularly review and adjust your privacy settings.
Support platforms that prioritize transparency in their recommendation systems.
Understanding cybernetic feedback loops is crucial for maintaining authentic and trustworthy online interactions as our digital ecosystems continue to evolve. This awareness empowers us to make more informed choices about our digital engagement, ultimately shaping our online experiences and relationships with technology and each other.
My Personal Reflections
Wiener, N. (1948). Cybernetics: Or Control and Communication in the Animal and the Machine. MIT Press.
Pariser, E. (2011). The Filter Bubble: What the Internet Is Hiding from You. Penguin Press.
Sunstein, C. R. (2017). #Republic: Divided Democracy in the Age of Social Media. Princeton University Press.
Zuboff, S. (2019). The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. Public Affairs.