they became interested in the frequent inquiries from search engine
users about cultural stereotypes.
Type "why are Americans," and the autocomplete choices include
"fat," "stupid" and "patriotic." Substitute "Chinese," and the
autocompletes include "skinny," "rude" and "smart." If autocomplete
is any indicator, search engine users regularly wonder if Jews are
smarter and whether African-Americans are better athletes.
In a statement, Krisztina Radosavljevic-Szilagyi, a Google
spokeswoman, wrote: "The search queries that you see as part of
autocomplete are a reflection of the search activity of all Web
users." She declined to give an interview about autocomplete, but
added in her note that Google tried to reflect accurately the
diversity of what is on the Internet, whether good or bad.
There are other possibilities for why these questions yield
impolitic results.
One is the nature of language. Questions beginning with "is"
might be more likely to lend themselves to asking about someone's
sexuality than questions beginning with, for example, "where." On
Bing, sexual orientation also is a regular topic, with questions
beginning with the word "was" (Was J. Edgar Hoover, the former chief
of the Federal Bureau of Investigation, gay?).
Another explanation for the autocomplete patterns could be some
meddling by pranksters trying to game the system. That can happen
with search engines. Recently, Bettina Wulff, wife of Christian
Wulff, a former president of Germany, asked Google to cease
suggesting terms like "prostituierte," the German word for
prostitute, after her name. Google declined, saying that the terms
had been individually typed in many, many times.
The development of the autocomplete feature reflects the
insatiable demand for speed among computer users. A reason the
search engines offer the service is to cut down on misspellings, so
Web pages can be delivered more quickly and accurately.
But another is to help people just feel as though things are
moving faster, saving them the time of typing a few extra words. In
an experiment several years ago, Google found that people reported
more happiness with search, even when the results were delivered a
few milliseconds faster, at a rate below what the conscious mind can
actually perceive. Since then, Google and Microsoft have spent
billions on returning faster searches to impatient computer users.
So what might explain this apparent fascination with people's
sexual orientation?
Ritch Savin-Williams, a professor at Cornell University in New
York State who studies gay issues, said that the frequency of such
inquiries was a symptom of the politicized nature of homosexuality.
For instance, he said that people who are gay or who favor gay
rights might be looking for allies and like-minded people, while
people who oppose such rights might be looking to demonize someone,
whether a politician, athlete or actor.
"People are asking because they want something, but that
something is not always the same," he said.
Sean Gourley, co-founder and chief technology officer of Quid, a
data analysis company, said the autocomplete results underscored the
private nature of the conversations people believe they are having
with their computers.
"We're not being judged by our computer, or we don't feel like
we're being judged," he said, adding, "We tend to ask questions with
no sort of barrier."
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News Column
Social Networking, Curiosity or Voyeurism?
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Source: (C) 2012 International Herald Tribune
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