http://personas.media.mit.edu/personasWeb.html
This morning I was browsing around trying to find a site identity related that I could use for this write up. I’m the kind of person who doesn’t like going for the generic type sites and reviewing them, I like to find unique little abstract sites. It just so happens that I stumbled across a very very interesing, well its actually more of a tool than a website, nevertheless it is very much identity related and it is very interesting. This online tool is called “Personas” developed by Aaron Zinman which was part of the Metropath(ologies) exhibit which was displayed at the MIT Museum in the USA.
“In a world where fortunes are sought through data-mining vast information repositories, the computer is our indispensable but far from infallible assistant. Personas demonstrates the computer’s uncanny insights and its 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 reflect on 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.”
PersonasĀ “uses sophistacated natural language processsing and the Internet to create a data portrait of one’s aggregated online identity. In short, Personas shows you how the Internet sees you.”
So essentially this tool takes a your first and lastname, quickly scans through all the information it can find about you on the Internet and presents you with a coloured bar which is labeled with the areas or categories eg Sport, religion, fashion which it found the most information about you from. By doing this Personas is effectively able to characterise you from what the information on the internet.
As Personas scans through the data on the Internet pertaining to the name you provided, and it displays this information as it is scanning and categorising it. For me it picked up that I was a student at Sydney University studying Design Computing, next a sentence relating to my days of playing AFL for Western Suburbs appeared. You can actually observe how this program is thinking and how it is converting these strings of text into these coloured boxes and effectively categorising the data and creating your online profile as seen by the Internet.
For example if I type in Thom Yorke (lead singer of Radiohead) this is what happens:

This is essentially allowing us to observe the brain working, displaying the computer’s “uncanny insights” into our individual indentity.
The main major downfall with personas is that it cannot differentiate between people who have the same name, so for people with fairly generic names such as John Smith, their online identity is a culmination of the identity of all the John Smiths in the world. However, this does give an accurate representation to how the Internet sees us. The internet doesn’t know that John Smith from Canada and John Smith from Sydney are two different people, it only knows that they have the same name and treats them as the same person because of that.
Zinman states that Personas is “meant for the viewer to reflect on our current and future world where digital histories are as important – if not more important – than oral histories, and computational methods of condensing out digital traces are opaque and socially ignorant – for now”.
I personally really love this work and Zinman is a genius for creating it. For unique names like mine it works quite well, and I found that the results were quite accurate. This concept of discovering your online identity, as seen by the Internet, is really unique, profound and interesting. Maybe in the future it will be able to differentiate the identity of people with the same name.