Search Engine Analysis

Search Engine Analysis Mini Presentation (rough draft)
Circuit–>Representation: Search Engine Analysis
“Why is the internet so bad,” asks Google. The search engine offers this autosuggestion in a list of other, sometimes grand, questions about the nature, value, and frustrations of the Web. It’s not difficult to imagine that such value-laden suggestions make impressions on people as they enter search queries, perhaps making them think about things in beneficial ways that they hadn’t before but also perhaps biasing them and clouding the picture they have of a given topic.
As we discussed last week (specifically in regards to Cathy O’Neil’s Weapons of Math Destruction), machine-learning algorithms have made search results on the internet are anything but neutral. This week, we dig a little deeper into this notion with the viewing of the Netflix documentary, The Social Dilemma (and corresponding lesson), which introduces the concept “Surveillance CapitalismLinks to an external site.” and that the advertising-based, engagement-fueled business model that has come to dominate the internet is fundamentally built on psychological manipulation.
In Lesson 3, film subject Justin Rosenstein says, “You look over at the other [political] side, and you start to think, ‘How can those people be so stupid? Look at all of this information that I’m constantly seeing. How are they not seeing that same information?’ And the
answer is: they are not seeing that same information.” It is also noted in the lesson that “Google search results can shift the voting preferences of undecided voters by up to 20% or more,” solidifying the fact that the use of machine-learning algorithms and filter bubbles impacts what we see when we go to look for information online.

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For this assignment you will be asked to analyze a search term of your choosing to consider how search engines represent that topic and how your own biases and “filter bubbles” come into play. You’ll also be analyzing the aspect of Representation from the Circuit of Culture (use this helpful handout I made if you need assistance using the CoC for analysis).
Directions for rough draft

1. Choose a search term. It can be a single word or a short name or phrase that refers to a cultural object, place, or figure.
2. Claim your search term : FACEBOOK
3. Preparation: Perform a series of searches for your term on at least three different search engines, such as Google, Microsoft Bing, DuckDuckGo, Yahoo, Baidu (China), Yandex (Russia), Naver (South Korea), and Ecosia (Germany). Take notes on the autosuggestions (for instance, in the form “why is the _” or some other phrase that elicits intriguing responses) and the first page of search results. If you find that you’re getting the same results from all three consider adding one of the lesser known search engines or one from another country.
   a) Why is facebook…
   b) Why does facebook….
   c) Etc…..
4. Take at least 3 screenshots of the autosuggestions and first page of results from the 3 search engines you used.
5. Analyze the results of your various searches. Think about where they are similar and different and why that might be.
6. Circuit of Culture: Analyze the results with attention to the aspect of representation from the circuit of culture. How do the autosuggestions and search results represent your topic? Do certain search engines represent the topic more favorably than others? What cultural values do the results express? How do you believe your personal identity and web activity impacted your results?
7. Write a draft of your analysis that is no less than 400 words and makes a CLEAR ARGUMENT as to what you believe the results of your study point to in terms of ethical issues around machine learning A.I. used by these companies. Your argument should be supported both by your analysis of your results and at least one quote from The Social Dilemma (that does NOT appear in the lesson) and one quote from Harari and one quote from O’Neil (though these can be included in the final draft…you wont lose points for not having them in the rough draft)
8. Submit your draft (include the screenshots )