Chareyre Interview with Renaud, researcher and author of Google Spleen.
By Eduardo Febbro.
The great devourer of books and information begins to have some problems with the image of relevance that encrypted their success. Google is the subject of an investigation by the European Union to establish whether the company that manages the search results manipulate data displayed in the browser. The Label of the two "O" comes from a form that is far from coinciding with the honesty and transparency that shaped his image. Europeans suspect Google has long handled the schemes of search engine not only economically disadvantaged but also to establish a monopoly in the market. Giant Double "O" does not seem to honor the company's motto, "Do not be evil." Google has been doing very bad things for some time. In 2006 prepared a self-censored version intended for the Chinese market to save a confrontation with the communist Beijing, then launched a powerful campaign to digitize books with honest intentions do not always later appeared spying mail accounts and access, Internet system with Street View, and finally Google was reported numerous times to spy on Internet users with the objective of creating a custom profile and tailor advertising for different people.
The Department of Competition of the European Commission, by the European Commission Vice President, Joaquin Almunia, today investigating whether Google is not violating the rules of the Treaty on European Union. Last year, the premier UK price comparison, Founder, the online shopping portal Ciao! French law and the search engine Google ejustice.fr incriminated by the way the browser are relegated in the last positions of the search results. Ciao!, In turn, questioned Google about the conditions that set at artificially high advertising rates. In both cases, less noble heart of Google that stands naked. The authorities of the European Union companies and organizations sent a hundred questions to determine whether the company manipulated California or not the results. Renaud
Chareyre has not the slightest doubt of such manipulation. In a thorough profile book, Google Spleen, the researchers crushed the less bright side of Google, the famous system whereby Google AdWords advertising associated with the search results. And the more you pay, appears above. Chareyre Renaud showed that the responses offered by the search are, in fact, handled, passed through the sieve of profit. In this interview with Pagina/12 in Paris, the author of Google Spleen ( www.googlespleen.com ) states practices of a company that makes everything points to a single goal: to make more money with human knowledge.
- Google has always enjoyed a very positive image. For people giant dominates 90 percent of the market for search engines always appeared as the quintessential anti Microsoft. However, little by little, he was like a kind of antidote to the devil began to lose its attributes of an angel.
- Google is an extremely powerful, both economically as image. The Google is a very complex issue, there are many parameters and it is extremely difficult to make people see the reality of Google. With Google we a company that knew how to develop a very effective marketing strategy that helped him build an image almost untouchable, which relies largely on the principle of free solutions proposed. But behind this is the economic model that supports the solutions proposed by Google. This model is unclear. The funder is Google AdWords. The user does not pay when you search. Everything depends on advertising from advertisers who provide budgets in the Google system. Now, the question is how to organize these ads.
- That is because the main form that the response depends on what the advertiser paid or not. That is, if you search on an object that appears first response is regulated according to what the advertiser paid. It is, in short, an organized response by a commercial basis.
- indeed, the AdWords system logic. Google ensures advertisers who paid the highest price appears better placed in the answers. Google is also considering the rate of clicks and modulates its response in terms of it. The mechanisms involved in this process are extremely complex. But we realize that, ultimately, it is Google that decides which list appears on the screen of the Internet and without that advertisers may decide something. Google also decides the classification of the ads. Furthermore, Google Answers vary from one screen to another. The presence or absence of certain advertisements is determined by Google based on the profile of A or B. A user will see on your screen to a particular type of ads while the B will be others.
- This involves constant monitoring.
- Google works with a constant algorithm that analyzes the results of advertising in order to modulate the occurrence or non-sponsored links. The purpose of all this is a permanent model management advertising posters.
- Google is like God is everywhere: we found as search engine as e-mail through G-mail also has its own operating system with Android, we've got as bookworm, in short, is a machine with a single expansionist philosophy.
- Google is a company that makes money on the cognitive relationships. Seek possession of all that can allow an individual to extend their field of expertise to take advantage of it. Hence the logic to propose advertising as known by the user, the profile it was established, the definition of your interests. The same principle applies in relation to the project of digitization of books. Google wants to offer an opening to free culture, but below, this principle allows Google to follow every surfer to your interests. You can learn many things about the books a person reads. You can find out their ideas, tastes, etc. The project to digitize books is a mirror of what Google did with YouTube. Books are placed within reach of people, hence creating a profile of the person and benefits are taken back to advertising. Google will know the favorite authors of each net and, simultaneously, to advertise the books it sells in its online bookstore.
- Many analysts now wonder if perhaps Google did not become something too large a danger to democracy, to the principle of choice.
- The principle of choice, from the moment we know that Google is able to regulate the information provided to the surfer-and all this with an image of relevance, we see immediately that there is a strong threat on consumer choice. This leads us to wonder if this model are still in the market economy, ie a model of free movement of supply and demand. Our thesis, the book is that Google is in a position where it can provide commercial information coverage of the relevance-Internet have a blind trust, to guide the surfer to consumer preferences. At the political level there are also many questions. When we have a tool like Google that can predict the evolution of influenza A in terms of Internet queries to the search engine, we also think that Google is able to anticipate trends in public opinion, trends election. Therefore, Google can regulate the flow of information according to the ideas or opinions.
- What is the greatest secret of Google?
- The first secret is being able to mount an economic system that sells something that does not correspond with what customers buy. The second, thanks to extreme intelligence, is produced an image of extreme relevance. Internet users use Google when in fact there is little relevance in the system. The secret is the image that erases all reality and the inconsistencies in its economic system.
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