{"id":15180,"date":"2023-09-18T13:54:18","date_gmt":"2023-09-18T12:54:18","guid":{"rendered":"https:\/\/dataethics.eu\/?p=15180"},"modified":"2025-10-19T13:20:12","modified_gmt":"2025-10-19T12:20:12","slug":"how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism","status":"publish","type":"post","link":"https:\/\/dataethics.eu\/da\/how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism\/","title":{"rendered":"How Google&#8217;s Motto &#8216;Don&#8217;t Be Evil&#8217; Disappeared With Its Shaping of &#8216;Trusted Users&#8217; Through Surveillance Capitalism"},"content":{"rendered":"\n<p><em>Guest Contributor Ren\u00e9e Ridgway<\/em><\/p>\n\n\n\n<p>This open access article published recently in <a href=\"https:\/\/journals.sagepub.com\/doi\/10.1177\/20539517231171058\">Big Data &amp; Society <\/a>draws on Brin and Page\u2019s original 1998 paper to explain how Google developed its hegemony on search and laid the groundwork for contemporary surveillance capitalism.<\/p>\n\n\n\n<p> \u2018Deleterious consequences\u2019 was coined by computer scientist and theorist Phil Agre who in 1998 expressed concern about the harmful effects of AI if programmers did not keep one foot planted in the craft work of design and the other foot planted in the reflexive work of critique.<\/p>\n\n\n\n<p>In this article, I revisit Brin and Page\u2019s coeval, seminal and only extant text on their search engine and the PageRank algorithm, <em>\u2018The Anatomy of a Large-Scale Hypertextual Web Search Engine\u2019 <\/em>(1998). I highlight and contextualise some of their original keywords<em> (counting citations or backlinks, trusted user, advertising, personalization, usage data, smart algorithms<\/em>) that already foreshadow what was yet to come at Google in spite of their \u2018don\u2019t be evil\u2019 motto. Although Google\u2019s mission statement \u2018organising the world\u2019s information and making it accessible and useful\u2019 is well known, what isn\u2019t well known is that Google\u2019s \u2018intentions\u2019 were not necessarily accidental, arbitrary nor (un)intentional. Through certain \u2018moments of contingency\u2019 their decisions led to corporate \u2018lock-ins\u2019 along with promoting their own services in search results along with corporate acquisitions and takeovers that facilitated the \u2018googlization of everything\u2019 (Google Ads, Google Maps, Gmail, Google Earth, Google Docs, Google Deep Mind, Android, Waymo, et al).<\/p>\n\n\n\n<p>The past 25 years Google came to not only \u2018shape the web\u2019 through patents and the novel PageRank algorithm that <em>counted citations or backlinks <\/em>to deliver search resultsbut by reinventing digital<em>advertising<\/em> through secret auctions on keywords. <em>Trusted users\u2019<\/em> search queries and clicking on links increased traffic and the flow of capital as well as contributing to the world\u2019s largest \u2018database of intentions\u2019. As an omnipotent infrastructure that is intertwined with Big Data\u2019s platformization, the article also explains what <em>usage data<\/em> is accumulated (all) and how it is shared, borrowed and stored beyond just <em>personalization<\/em>. This extraction and refinement of <em>usage data<\/em> becomes what Shoshana Zuboff deems \u2018behavioural surplus\u2019 and results in deleterious consequences: a \u2018habit of automaticity,\u2019 which shapes the <em>trusted user<\/em> through \u2018ubiquitous googling\u2019 and Google\u2019s <em>smart algorithms<\/em>, whilst simultaneously generating prediction products for surveillance capitalism. What would Google have become if Brin and Page in 1998 had applied a \u2018critical technical practice\u2019, combining reflexive critique and design decisions instead of developing an advertisement company (87% of their revenue still comes from advertising as of writing) cum search engine and not a search engine for research? <\/p>\n\n\n\n<p>This article is part of a special issue, <em>State of Google Critique and Intervention<\/em>, published by Big Data &amp; Society as open access. <a href=\"https:\/\/journals.sagepub.com\/page\/bds\/collections\/stateofgooglecritiqueandintervention\">Other articles can be found here. <\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/pure.au.dk\/portal\/en\/rridgway@cc.au.dk\">More about Ren\u00e9e Ridgway<\/a><\/p>\n\n\n\n<p><strong><em>Photo: Adobe Firefly (supposedly trained only on consented data) with the prompt: <\/em><\/strong><em><strong>&#8216;user in front of a computer searching with google as it surveils them&#8217;<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Guest Contributor Ren\u00e9e Ridgway This open access article published recently in Big Data &amp; Society&#8230;<\/p>\n","protected":false},"author":8,"featured_media":15182,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9,4272],"tags":[1730],"class_list":["post-15180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","category-open-source","tag-open-source"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Google&#039;s Motto &#039;Don&#039;t Be Evil&#039; Disappeared With Its Shaping of &#039;Trusted Users&#039; Through Surveillance Capitalism &#183; Dataetisk T&aelig;nkehandletank<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dataethics.eu\/da\/how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Google&#039;s Motto &#039;Don&#039;t Be Evil&#039; Disappeared With Its Shaping of &#039;Trusted Users&#039; Through Surveillance Capitalism &#183; Dataetisk T&aelig;nkehandletank\" \/>\n<meta property=\"og:description\" content=\"Guest Contributor Ren\u00e9e Ridgway This open access article published recently in Big Data &amp; Society...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dataethics.eu\/da\/how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism\/\" \/>\n<meta property=\"og:site_name\" content=\"Dataetisk T&aelig;nkehandletank\" \/>\n<meta property=\"article:published_time\" content=\"2023-09-18T12:54:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-19T12:20:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dataethics.eu\/wp-content\/uploads\/2023\/09\/adobefirely.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"723\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Dataethics\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dataethicseu\" \/>\n<meta name=\"twitter:site\" content=\"@dataethicseu\" \/>\n<meta name=\"twitter:label1\" content=\"Skrevet af\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dataethics\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimeret l\u00e6setid\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutter\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/dataethics.eu\\\/da\\\/how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/dataethics.eu\\\/da\\\/how-googles-motto-dont-be-evil-disappeared-with-its-shaping-of-trusted-users-through-surveillance-capitalism\\\/\"},\"author\":{\"name\":\"Dataethics\",\"@id\":\"https:\\\/\\\/dataethics.eu\\\/da\\\/#\\\/schema\\\/person\\\/e12ef507b252271eeded4c747773df4c\"},\"headline\":\"How Google&#8217;s Motto &#8216;Don&#8217;t Be Evil&#8217; 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