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Why won’t tech companies let us freely use terms that already enjoy wide circulation and legitimacy? Do they fashion themselves as our new guardians? Are they too greedy to correct their algorithms’ mistakes?

Thanks to Silicon Valley, our public life is undergoing a transformation. Accompanying this digital metamorphosis is the emergence of new, algorithmic gatekeepers, who, unlike the gatekeepers of the previous era — journalists, publishers, editors — don’t flaunt their cultural authority. They may even be unaware of it themselves, eager to deploy algorithms for fun and profit.