Bias on the web

Abstract

OUR INHERENT HUMAN tendency of favoring one thing or opinion over another is reflected in every aspect of our lives, creating both latent and overt biases toward everything we see, hear, and do. Any remedy for bias must start with awareness that bias exists; for example, most mature societies raise awareness of social bias through affirmative-action programs, and, while awareness alone does not completely alleviate the problem, it helps guide us toward a solution. Bias on the Web reflects both societal and internal biases within ourselves, emerging in subtler ways. This article aims to increase awareness of the potential effects imposed on us all through bias present in Web use and content. We must thus consider and account for it in the design of Web systems that truly address people's needs.