How Google Dominates Us by James Gleick | The New York Review of Books - 1 views
www.nybooks.com/...how-google-dominates-us
google information consequences power interests social media learning technology
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Most of the time Google does not actually have the answers. When people say, “I looked it up on Google,” they are committing a solecism. When they try to erase their embarrassing personal histories “on Google,” they are barking up the wrong tree. It is seldom right to say that anything is true “according to Google.” Google is the oracle of redirection. Go there for “hamadryad,” and it points you to Wikipedia. Or the Free Online Dictionary. Or the Official Hamadryad Web Site (it’s a rock band, too, wouldn’t you know). Google defines its mission as “to organize the world’s information,” not to possess it or accumulate it.
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Then again, a substantial portion of the world’s printed books have now been copied onto the company’s servers, where they share space with millions of hours of video and detailed multilevel imagery of the entire globe, from satellites and from its squadrons of roving street-level cameras. Not to mention the great and growing trove of information Google possesses regarding the interests and behavior of, approximately, everyone.
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When I say Google “possesses” all this information, that’s not the same as owning it. What it means to own information is very much in flux.
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The essence of the Web is the linking of individual “pages” on websites, one to another. Every link represents a recommendation—a vote of interest, if not quality. So the algorithm assigns every page a rank, depending on how many other pages link to it. Furthermore, all links are not valued equally. A recommendation is worth more when it comes from a page that has a high rank itself. The math isn’t trivial—PageRank is a probability distribution, and the calculation is recursive, each page’s rank depending on the ranks of pages that depend…and so on. Page and Brin patented PageRank and published the details even before starting the company they called Google.
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As they saw it from the first, their mission encompassed not just the Internet but all the world’s books and images, too.