Understanding Google: Search Engines and the Changing Nature of Access, Thought and Knowledge within a Global Context

This thesis explores the impact of search engines within contemporary digital culture and, in particular, focuses on the social, cultural, and philosophical influence of Google. Search engines are deeply enmeshed with other recent developments in digital culture; therefore, in addressing their impact these intersections must be recognised, while highlighting the technological and social specificity of search engines. Also important is acknowledging the way that certain institutions, in particular Google, have shaped the web and wider culture around a particular set of economic incentives that have far-reaching consequences for contemporary digital culture. This thesis argues that to understand search engines requires a recognition of its contemporary context, while also acknowledging that Google’s quest to “organize the world's information and make it universally accessible and useful” is part of a much older and broader discourse. Balancing these two viewpoints is important; Google is shaping public discourse on a global scale with unprecedentedly extensive consequences. However, many of the issues addressed by this thesis would remain centrally important even if Google declared bankruptcy or if search engines were abandoned for a different technology. Search engines are a specific technological response to a particular cultural environment; however, their social function and technical operation are embedded within a historical relationship to enquiry and inscription that stretches back to antiquity. This thesis addresses the following broad research questions, while at each stage specifically addressing the role and influence of search engines: how do individuals interrogate and navigate the world around them? How do technologies and social institutions facilitate how we think and remember? How culturally situated is knowledge; are there epistemological truths that transcend social environments? How does technological expansion fit within wider questions of globalisation? How do technological discourses shape the global flows of information and capital? These five questions map directly onto the five chapters of this thesis. Much of the existing study of search engines has been focused on small-scale evaluation, which either addresses Google’s day-by-day algorithmic changes or poses relatively isolated disciplinary questions. Therefore, not only is the number of academics, technicians, and journalists attending to search engines relatively small, given the centrality of search engines to digital culture, but much of the knowledge that is produced becomes outdated with algorithmic changes or the shifting strategies of companies. This thesis ties these focused concerns to wider issues, with a view to encourage and facilitate further enquiry.This thesis explores the impact of Google’s search engine within contemporary digital culture. Search engines have been studied in various disciplines, for example information retrieval, computer science, law, and new media, yet much of this work remains fixed within disciplinary boundaries. The approach of this thesis is to draw on work from a number of areas in order to link a technical understanding of how search engines function with a wider cultural and philosophical context. In particular, this thesis draws on critical theory in order to attend to the convergence of language, programming, and culture on a global scale. The chapter outline is as follows. Chapter one compares search engine queries to traditional questions. The chapter draws from information retrieval research to provide a technical framework that is brought into contact with philosophy and critical theory, including Plato and Hans-Georg Gadamer. Chapter two investigates search engines as memory aids, deploying a history of memory and exploring practices within oral cultures and mnemonic techniques such as the Ars Memoria. This places search engines within a longer historical context, while drawing on contemporary insights from the philosophy and science of cognition. Chapter three addresses Google’s Autocomplete functionality and chapter four explores the contextual nature of results in order to highlight how different characteristics of users are used to personalise access to the web. These chapters address Google’s role within a global context and the implications for identity and community online. Finally, chapter five explores how Google’s method of generating revenue, through advertising, has a social impact on the web as a whole, particularly when considered through the lens of contemporary Post-Fordist accounts of capitalism. Throughout, this thesis develops a framework for attending to algorithmic cultures and outlines the specific influence that Google has had on the web and continues to have at a global scale.Arts and Humanities Research Counci