Algorithmic probing: Prompting offensive Google results and their moderation

Abstract

Google results have been scrutinized over the years for what they privilege, be it the surface web, the powerful, optimized webpages, the personalized and/or their own properties. For some time now, another type of Google returns also has been the source of attention: the offensive result. The following revisits a selection of offensive and other problematic results found by journalists and researchers alike. In a technique termed ‘algorithmic probing’, the prompting queries are re-run to study what has come of these results in Google Web and Image Search but mainly in Google Autocompletion. The question concerns a different kind of privileging – Google's hierarchy of concerns – or the extent to which certain categories as well as languages are moderated and others less so. In all, it was found that Google heavily moderates religion, ethnicities and sexualities (albeit with gaps) but leaves alone stereotypes of gendered professions as well as ageism. It also moderates to a greater degree in English compared to southern European and Balkan languages. The article concludes with a discussion of the stakes of Google's moderation, including its uneven coverage.