What Drives the Selection of Political Information on Google? Tension Between Ideal Democracy and the Influence of Ranking

Abstract

The emergence of the Internet has altered how individuals obtain information—this also applies to political information. Search engines have taken over the role of political information gatekeepers, thus becoming key players in democracy. However, surprisingly little is known about the role of search engines in the political information process, that is, whether they represent an opportunity or a threat to democracy. Through an online survey experiment, which mimicked a Google web interface, this study examines how Swiss citizens select political information on a political news event from a Google search results page. Although citizens consider textual cues from snippets, they are more likely to select sources of information from the top of a Google results page, regardless of the source. We discuss these findings from a democratic theory perspective.