Desperately seeking the consumer : Personalized search engines and the commercial exploitation of user data

• With reference to surveillance studies theory, this paper critically assesses the role of personalized search engines as a mediator between advertisers and users. It first sketches the economic and technical background of online marketing and personalized searches. Then, it engages in an in-depth discussion of two examples of personalized search engines with regard to the data collection process used and the way in which this data is used for advertising purposes. The discussion shows that users' information needs, as well as their personal data, are subject to a growing pressure in terms of commercial exploitation. Essentially, search engines now fulfill the task of translating information needs into consumption needs.

Ämnesord

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Information Systems, Social aspects (hsv//eng)

Nyckelord

Personalized Search

Behavioral Targeting

Social Search

Recommender Systems

Surveillance

Medie- och kommunikationsvetenskap

Media and Communication Studies

Publikations- och innehållstyp

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