Another dot in the blogosphere?

Googling the good

Posted on: December 24, 2018

It has often been said that technology is just a tool. It is not.

We shape our tools and then our tools shape us. -- Marshall McLuhan

I do not have argument with “tool”; I take issue with “just”. Tools are not always neutral because they are designed with intent and function. These are part of the affordances of any technology.

What the layperson might not understand is that while some affordances are designed for and expected, others are negotiated or emergent.


Video source

So when Google released its video on Searches in 2018, it chose to focus on the good and not the bad. This does not mean that it and its users did not do any evil.

We live in an era when we seem to have the unprecedented ability to generate and spread both misinformation and disinformation. Our technologies may have enhanced and enabled these, but we are responsible.

A gun may be designed to fire a projectile, but it is a person who choses a target, takes aim, and fires. Or not.

Likewise, Google Search extends our reach for information far beyond our fingertips and borders. But we can choose to reinforce our walls or burst our bubbles. Which we choose to do also depends on Google’s algorithms.

Google Search is a tool, but not just. The demean the description with “just” is to assumes that our searches are pure queries. They are not. We should not ignore that searches can be biased by algorithms and our mindsets.

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