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Networked control: search engines and the symmetry of confidence
Bernhard Rieder. "Networked control: search engines and the symmetry of confidence". International Review of Information Ethics. Vol. 3 (06/2005). P. 26-32.
Online: http://www.i-r-i-e.net/inhalt/003/003_rieder.pdf
Abstract
Search engines have become an integral part of our Internet use. They shape the way we look at the world, they provide orientation where there is none; but the maps they draw are too often hijacked by commercial interest. Search engines are less black box than black foam; functional decoupling, parasite technologies, and the embedding in the greater context of culture and society render the search act subject to overdetermination. Control is thus diluted into a dense network of human and non-human “actants” and the power of the search engine is located in a control zone rather than a control center. In order to shift power back to the public, this paper proposes the concept of “symmetry of confidence”, a new relationship between search engine companies and their users.
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