Search Engine Bias and the Demise of Search Engine Utopianism
Santa Clara University - School of Law
Yale Journal of Law & Technology, 2005-2006
Santa Clara Univ. Legal Studies Research Paper No. 06-08
Marquette University Law School Legal Research Paper No. 06-20
Due to search engines' automated operations, people often assume that search engines display search results neutrally and without bias. However, this perception is mistaken. Like any other media company, search engines affirmatively control their users' experiences, which has the consequence of skewing search results (a phenomenon called "search engine bias"). Some commentators believe that search engine bias is a defect requiring legislative correction. Instead, this Essay argues that search engine bias is the beneficial consequence of search engines optimizing content for their users. The Essay further argues that the most problematic aspect of search engine bias, the "winner-take-all" effect caused by top placement in search results, will be mooted by emerging personalized search technology.
Number of Pages in PDF File: 14
Keywords: search engine, search engine bias, PageRank, ranking algorithms, personalized search
JEL Classification: D61, D8, D83, K00, L51, L86, M31
Date posted: March 29, 2006
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