The Main Tool

Algorithms

Algorithms are predetermined procedures used to process input data into a desired output based on specified calculations (Gillespie, 2014). Nowadays, Algorithms are used for an array of different purposes besides just for mathematical calculations. In fact, algorithms become the main tool used for generating possible matches between two individuals on an online dating site like OKCupid. The partner matching suggestions provided on the OKCupid dating site are a result of social sorting. Social sorting is the manipulation of abstract data of all kinds to produce profiles and risk categories within a fluid network (Lyon, 2007). Lyon (2007) claimed that large organizations can make decisions that affect the lives of people whose data is being processed by them. This description fits well with OKCupid. As a large organization and an online dating site, OKCupid may make decisions that help people find their matching partners and change their lives. 

In addition, it is common for algorithms to be integrated into databases and help organize the personal information stored in those databases. Migration of data storage to online formats makes it possible for database managers to track the specific actions of database users. Organizations who have access to these databases examine parts of this enormous amount of raw data to gain a better understanding of their users and create value for their organizations. OKCupid, for example, is an online dating site which collects personal data from its users. The data collected in OKCupid is not only limited to the actual information entered on the site itself. Gillespie (2014) mentions that normally a “digital trace” is created from every login, page view and click performed by users. Users of OKCupid leave a digital trace indicating whose profile they view, how many minutes spent on a message, how many keystrokes used to type a message, and etc. From these various types of data collected from millions of users, Rudder is able to identify patterns and create interesting conclusions about the society.