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that is constructed by Google, but does not play such a major role in it as other aspects do, such as absence and passivization of the user. Nevertheless, it seems that in the discourse on algorithms, there is indeed a tendency to speak of the algorithm in terms of “organic”. Consider Granka’s suggestion about regulating algorithms: “If any aspect of search engine algorithms were to be regulated, the most important part is identifying when the search engine deviates from their organic algorithm to instead promote profit-making content” (Granka 2010, 369, my emphasis). Yet, she neglects explain what organic means: when is an algorithm organic? Without clear definition and criteria that constitute a norm, it is impossible to determine deviation from the norm. Thereby, Granka’s mentioning of “organic” seems to refer to some common knowledge about what organic is. 45PDF Image | peek into the discursive construction of the Google Search Algorithm: A critical discourse analysis
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