Personas shows you how the Internet sees you. It allows you to see how the machine is working, revealing the computer’s uncanny insights and inadvertent errors such as the mischaracterizations caused by the inability to separate data from multiple owners of the same name. It is meant for the viewer to our current and future world where digital histories are as important – if not more important – than oral histories, and computational methods of condensing our digital traces are opaque and socially ignorant – for now. Fortunes are sought through data-mining vast information repositories, and this kind of data is indispensable but far from infallible.

Enter your name, and Personas scours the web for information and attempts to characterize the person – to fit them to a predetermined set of categories that an algorithmic process created from a massive corpus of data. The computational process is visualized with each stage of the analysis, finally resulting in the presentation of a seemingly authoritative personal profile.

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