5

The reading by Safiya Umoja Noble, A Society Searching addresses how there are algorithmic biases behind commercial search engines such as a Google and other search engines, the sort of algorithmic bias categorized as sexist and racist and yet profitable information which dominates search results and or top search results. Arguably, Safiya Umoja Noble is highlighting how white ideology dominates search results and that these dominant narratives fit into hegemonic frameworks. The reading discusses how there is basically a symbiotic codependency for Google’s algorithmic conceptualizations and commercial search engines in general of such corporate platforms. The reading also discusses the normalization of algorithmic bias behind the artificial intelligence or artificial whiteness and white data where marginalized groups become commodified and or hypersexualized as discussed in the Bell Hooks section of the reading, surveilled to be made invisible in those monopolies where paid advertising is the number one priority. Solution? The reading mentions how there is lack of algorithmic literacy and knowledge of technical aspects of how search and retrieval operate. So what if there was a nonconforming search engine and or nonconforming extension to commercial search engines? One of the biggest problems with symbiotic codependency to commercial search engines and the media’s influence is that a lot of people are conformist promoting conformity. Globally there is so much more to be explored and adored as appreciated but these top search results limit other potentially accessible information. People are being coerced and conditioned with these algorithmic top search results to internalize nonsense and hat is interesting is how that very process has become normalized as if people just appreciate to look at anything on a screen no matter how irrelevant the external information is to their initial search. Irrelevant bias. Is this search results segregation? Realistically it is digital technology by white men catered to other white men spewing white ideology. Conformity is being sold, repackaged and sold again.