myefox.com: Google is polluting the internet

Nov. 5, 2010 - PRLog -- Google is polluting the internet – Quality China Wholesale Electronics Store: www.myefox.com

google eye logo Google advertising … ‘We have public libraries. We need a public search engine.’

An advertising agency has monopolised, disorganised, and commercialised the largest library in human history. Without a fundamental rethinking of the way knowledge is organised in the digital era, Google’s information coup d’état will have profound existential consequences.

Google was originally conceived to be a commercial-free search engine. Twelve years ago, in the first public documentation of their technology, the inventors of Google warned that advertising corrupts search engines. “We expect that advertising-funded search engines,” Larry Page and Sergey Brin wrote, “will be inherently biased towards the advertisers and away from the needs of the consumers.” And they condemned as particularly “insidious” the sale of the top spot on search results; a practice Google now champions.

Under the sway of CEO Eric Schmidt, Google currently makes nearly all its money from practices its founders once rightly abhorred. Following its $3.1bn acquisition of DoubleClick in 2007, Google has became the world’s largest online advertising company. With ad space on 85% of all internet sites, upwards of 98% of Google’s revenue comes solely from polluting online knowledge with commercial messages. In the gleeful words of Schmidt, “We are an advertising company.” Google is not a search engine; it is the most powerful commercialising force on the internet.

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Every era believes their way of organising knowledge is ideal and dismisses prior systems as nonsensical. Academic libraries in the US use subject categorisation derived from Sir Francis Bacon’s 17th-century division of all knowledge into imagination, memory and reason. Yet who today, aside from one or two exceptions, would try to organise the internet using a handful of categories? For a generation trained to use Google, this approach seems outmoded, illogical or impossible. But modern search engines, which operate by indexing instead of categorising, are also fundamentally flawed.

Three hundred years ago, Jonathan Swift foresaw the cultural danger of relying on indexes to organise knowledge. He believed index learning led to superficial thinking. Swift was right and a growing of teachers and public intellectuals are coming to the realisation that search engines encourage skimming, light reading and trifling thoughts. Whereas subject classification creates harmony and encourages serendipity; indexes fracture knowledge into snippets making us stupid. Thanks to Google, the superficiality of index learning is infecting our culture, our society, and our civilisation.

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