Safiya Umoja Noble. Algorithms of Oppression: How Search Engines Reinforce Racism. New York University Press, New York, UNITED STATES, 2018. ISBN 978-1-4798-3364-1. URL: https://orbiscascade-washington.primo.exlibrisgroup.com/permalink/01ALLIANCE_UW/8iqusu/alma99162068349301452 (visited on 2023-12-10).
Search engines are meant to enhance users' experience by collecting data from users and recommending users based on their interests and values, which can lead to skewing search results. This type of behavior also exists in real life; for example, when you are in a group with people that have similar views as you, which can lead people to reinforce everyone's view, ultimately subconsciously creating a very extreme view. This is a cycle that users can escape unless they delete their profile and the data the social media has collected from them.