#algorithmic gaze

Wolfram Facebook report

The increased use of data profiles also taps into the social aspect of all personality tests- it’s not just how you see you, but how they see you compared to an average that’s fascinating: how you come across to others, compared to others. Wanting to know what others ‘really’ think of us beyond surface social codes of civility, or wanting to work out one’s place in the social pecking order is obviously nothing new.But, in an increasingly technologically augmented world this anxiety intersects with the knowledge of being observed by both human and non-human ‘others’ who may be scanning our data and behaviours without contextual info to justify it. (e.g. coincidentally using a string of trigger words in your emails and being arrested- even if this technically can’t happen, following NSA revelations it’s already part of the popular imagination). 

Data profiles tap into a desire to discover our algorithmic identity, bringing to mind Boris Groys’ notion of performing to an algorithmic gaze. But they may also acclimatise us to the concept of ubiquitous, ambient surveillance, encouraging us to accept that since it’s already happening, we might as well find out for ourselves what it is ‘they’ see.