Search Concentration, Bias & Parochialism: A Comparative Study of Google, Baidu & Jike’s Search Results from China

Posted: 1 Apr 2013 Last revised: 14 Aug 2018

See all articles by Min Jiang

Min Jiang

University of North Carolina (UNC) at Charlotte; University of Pennsylvania - Center for Global Communication Studies

Date Written: March 31, 2013

Abstract

Do search engines drive Web traffic to well-established sites leading to a high degree of search results concentration? Do search engines favor their own content while demoting others? How parochial or cosmopolitan are search engines in directing traffic to sites beyond users’ national borders? This study explores these issues by empirically comparing search results of Baidu, Google and Jike from mainland China obtained in August 2011 and August 2012. It finds that search engines in China, particularly Baidu, tend to drive traffic to well-established sites. Baidu’s results also raise serious doubts over its impartiality. Rather than making users’ search experiences more cosmopolitan, tuned to the larger world around them, search engines rarely direct Chinese users to content beyond national borders.

Keywords: China, search engine, Baidu, Google, Jike, search concentration, search bias, search parochialism

Suggested Citation

Jiang, Min, Search Concentration, Bias & Parochialism: A Comparative Study of Google, Baidu & Jike’s Search Results from China (March 31, 2013). TPRC Conference, September 2013; TPRC 41: The 41st Research Conference on Communication, Information and Internet Policy. Available at SSRN: https://ssrn.com/abstract=2242652 or http://dx.doi.org/10.2139/ssrn.2242652

Min Jiang (Contact Author)

University of North Carolina (UNC) at Charlotte ( email )

9201 University City Boulevard
Charlotte, NC 28223
United States

University of Pennsylvania - Center for Global Communication Studies ( email )

3620 Walnut St
Philadelphia, PA Pennsylvania 19104
United States

HOME PAGE: http://www.linkedin.com/in/minjiang

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