Personal Web searching in the age of semantic capitalism: Diagnosing the mechanisms of personalisation

Authors

  • Martin Feuz Goldsmiths College, University of London
  • Matthew Fuller Goldsmiths College, University of London
  • Felix Stalder Zurich University of the Arts

DOI:

https://doi.org/10.5210/fm.v16i2.3344

Keywords:

Digital Methods, Personalisation, Web Search, Google, Advertising

Abstract

Web search engines have become indispensable tools for finding information online effectively. As the range of information, context and users of Internet searches has grown, the relationship between the search query, search interest and user has become more tenuous. Not all users are seeking the same information, even if they use the same query term. Thus, the quality of search results has, at least potentially, been decreasing. Search engines have begun to respond to this problem by trying to personalise search in order to deliver more relevant results to the users. A query is now evaluated in the context of a user’s search history and other data compiled into a personal profile and associated with statistical groups. This, at least, is the promise stated by the search engines themselves. This paper tries to assess the current reality of the personalisation of search results. We analyse the mechanisms of personalisation in the case of Google web search by empirically testing three commonly held assumptions about what personalisation does. To do this, we developed new digital methods which are explained here. The findings suggest that Google personal search does not fully provide the much-touted benefits for its search users. More likely, it seems to serve the interest of advertisers in providing more relevant audiences to them.

Author Biographies

Martin Feuz, Goldsmiths College, University of London

Martin Feuz is a Ph.D. researcher at the Centre for Cultural Studies, Goldsmiths, University of London. His research focuses on exploratory search interactions and how such interactions can be meaningfully supported.

Matthew Fuller, Goldsmiths College, University of London

Matthew Fuller is David Gee Reader in Digital Media at the Centre for Cultural Studies, Goldsmiths, University of London.

Felix Stalder, Zurich University of the Arts

Felix Stalder is lecturer in digital culture and network theories at the Zurich University of Arts and senior researcher at the Institute for New Culture Technologies in Vienna. His work is accessible at felix.openflows.com.

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Published

2011-02-01

How to Cite

Feuz, M., Fuller, M., & Stalder, F. (2011). Personal Web searching in the age of semantic capitalism: Diagnosing the mechanisms of personalisation. First Monday, 16(2). https://doi.org/10.5210/fm.v16i2.3344