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Figure 6: Small Multiples visualisation of the word frequency in the Google corpus (left) versus the word frequency in the academic corpus. For each word, the frequency in the Google corpus is compared to the frequency in the academic corpus. For each word an independent scale is used. For this visualisation, RAW was used (Caviglia et al., n.d.) that content from search results can be removed under certain conditions (“Policies” 2015). Also, Google does indicate that sponsored links “are clearly marked as such” (“Ten Things We Know to Be True” 2015), but offers no insight in the workings of the algorithms. Transparency as discussed by scholars, namely as giving full disclosure of the algorithmic code, its data and the criteria that are used for the data, is absent from Google’s discourse. (Caviglia et al., n.d.) I would argue that this gap, so it seems, is rather replaced by utopian promises, thereby distracting the reader from recent problems and discussions concerning ethics, bias, discrimination, and transparency. The Google corpus is dense with references of products and services that are yet to be build. The word new for instance, is one of the most occurring words in the Google corpus (the tenth most frequent, to be exact).18 Moreover, many products or processes are described in terms of better and faster, for instance; but what does better means, and for whom is it better? What is new, is it really new, or is new only used to capitalize on user’s hopes? Google does not, or barely elaborates on these concepts, but merely uses them. By close reading the Google corpus again, it was attempted to find answers to how Google exactly shapes this utopian replacement and how this replacement contributes to the discursive construction to Google’s Search Algorithm. It was found from the close reading analysis that using Google’s products, including search, should be a “seamless experience” (“Ten Things We Know to Be True” 2015), it should be “fast” (“Ten Things We Know to Be True” 2015), “free” (“Ten Things We Know to 18 The eight most frequent words are all words that are either a synonym for search algorithm, or an aspect of it (“google”, “results”, “content”). 40PDF Image | peek into the discursive construction of the Google Search Algorithm: A critical discourse analysis
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