The moral bias behind your search results | Andreas Ekström
Why Do We Google?
The Common Reasons for Using Google
- The speaker asks students why they prefer Google as their search engine, receiving three consistent answers.
- The first answer is "Because it works," which the speaker agrees with.
- The second response is a lack of awareness of alternatives, prompting the speaker to suggest searching for "search engine" to find options.
- The third answer reflects a belief in Google's ability to provide the best and unbiased search results, which concerns the speaker.
Understanding Search Queries
- The speaker emphasizes the importance of distinguishing between isolated facts and complex knowledge when using search engines.
- For simple queries like "What is the capital of France?" factual answers are straightforward; however, more complex questions require nuanced understanding.
- Personal perspectives influence how individuals value different facts, leading to diverse interpretations and discussions.
Challenges in Achieving Objective Knowledge
- True knowledge requires filtering facts through various social lenses (friends, family, media), which search engines struggle to facilitate effectively.
Case Study: Michelle Obama’s Image Search
Initial Search Results
- A practical example involves searching for images of Michelle Obama, where results appear accurate based on captions and file names.
Manipulation of Search Results
- In 2009, racist campaigns distorted Michelle Obama's image in search results by manipulating captions and file names intentionally.
Google's Response
- Google recognized this manipulation as harmful and took steps to manually correct these biased search results.
Reflection on Information Control
Anders Behring Breivik Incident
- On July 22, 2011, Anders Behring Breivik committed acts of terror in Norway while also aiming to control his online image post-event.
Social Media Response
Understanding Algorithmic Bias and Power Dynamics
The Case of Google Search Manipulation
- A campaign was initiated to manipulate Google search results for Anders Behring Breivik, labeling a picture file as "Breivik.jpeg" to associate him with a negative image (dog poop). This effort succeeded in altering search results significantly.
- Unlike the previous incident involving Michelle Obama, where Google intervened to clean up search results, they did not take action in Breivik's case. This raises questions about the consistency of Google's response.
- The speaker highlights a stark contrast between the two cases: Michelle Obama is viewed positively while Breivik is seen negatively. This reflects an inherent bias in how individuals are evaluated by powerful entities like Google.
- The discussion emphasizes that algorithms are influenced by human beliefs and biases. It calls for individuals involved in technology to recognize their biases and take responsibility for their impact on society.