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Search Engine Ethics


But critics have argued that this obviously is not the case today, rather they are biased. For example, Brey (1998, 2004) and Friedman and Nissenbaum (1996) have argued that computer technology has certain built-in features that tend to favor some values over others, and possibly prevent some valuable information from being accessed by the user. From a rational view, search engines should not be permitted to use their market power to discriminate against competing applications or content. Just as telephone companies are not permitted to tell consumers who they can call or what they can say, search engines should not be allowed to use their market power to control activity online. Tim Berners-Lee emphasized this, adding that "the neutral communications medium is essential to our society. It is the basis of a fair competitive market economy. It is the basis of democracy, by which a community should decide what to do. It is the basis of science, by which humankind should decide what is true. Let us protect the neutrality of the net.".
             In computing, spam-dexing is the deliberate manipulate of search engine indexes. It involves repeatedly using certain keywords - registered trademarks, brand names or famous names - in one's Web page. Doing this can make a Web site move to the top of a search engine list, drawing higher traffic to that site - even if the site has nothing to do with the search request (Wordspy.com). In 'Shaping the Web' Introna and Nissenbaum (2000) stated that search engines "systematically exclude certain sites and certain types of sites, in favor of others, systematically giving prominence to some at the expense of others." This could be due to the interests of advertisers who sponsor search engines. Some critics point out that search engine companies are "answerable" to the paid advertisers who sponsor them. So, for many of these critics, bias-related concerns affecting the inclusion or exclusion of certain sites can be attributable mainly to the interests of paid advertisers (Plato.


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