Naslov
Hidden labour, ideology and profit maximization behind Google’s changing algorithm

Autori
Bilić, Paško

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, pp prezentacija, znanstveni

Skup
EURICOM#32: The Problems With Work in Communication: Discourses, Identities, Practices, Materiality

Mjesto i datum
Piran, Slovenija, 14.10.2016. - 16.10.2016

Vrsta sudjelovanja
Pozvano predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Hidden labour; ideology; profit maximization; search engines
(Hidden labour; ideology and profit maximization behind Google’s changing algorithm)

Sažetak
The presentation examines the formation of algorithmic objectivity and bias of the internet search engine Google. The process is simultaneously ideological and material since neutrality construction comprises an important element sustaining the company’s economic position in the global search engine market. A full account of the relations between company engineers, internet users and the work of human raters who adapt search results to local languages in global markets is not entirely disclosed by the company. Geographically dispersed quality raters hired via product localization and crowdsourcing companies such as Lionbridge, Appen and Leapforce, perform tasks adapted to local cultural contexts in order to streamline the search algorithm, increase search relevance and maximize profit for Google. Publicly available documents from Google and multiple reports from media specialising in search engine business constitute the main research data. The complexity of the research question and the lack of reliable information require an inductive, explorative and critical approach to determine contingencies between publicised technical decisions and to clarify how, and where, they interweave with profit motives and discourses legitimising these choices. Theoretically, the presentation draws on the social contextualisation and social arrangements of machines and algorithms and, more broadly, on the approaches from the critical political economy of communication and digital labour. The conclusion is that Google’s ideological engineering and the language of seamlessness shape global internet use since algorithmic changes, paid search, search engine optimisation techniques, targeted advertising and hidden labour circumscribe the options for creative expression, transparent, accountable and democratic use of the internet.

Izvorni jezik
Engleski

Znanstvena područja
Sociologija

POVEZANOST RADA