Visions and values in the shaping of search engines

The project investigated three alternative search engines from Europe: The privacy-friendly search engine Startpage, the peer-to-peer search engine YaCy, and the Open Web Index initiative. The analysis focused on visions and values shaping these search engines, how these get translated into search technology, and how the European context matters in these practices.

The results show that the search engine projects are driven by values such as privacy, openness, de-centrality and independence. These values are not fixed or rigid, but rather fluid, context-dependent, and changing over time tightly intertwined with the development of the technologies. This flexiblity enables the projects to develop a certain value pragmatics needed to grow and become more sustainable. Moreover, “European values”, and broader notions of Europe as “unified or pluralistic”, were imagined and co-produced along with the technologies. Some of them, such as privacy and digital sovereignty, were anchored in larger European narratives to situate and promote the projects. 

Furthermore, less prominent visions of Europe were shaped in the context of alternative search engines, which pointed towards challenges in the particular Europen context. The frame of “bureaucratic Europe” most importantly, which search engine developers related to cumbersome funding structures and a reluctant start-up mentality. Moreover, alternative visions of a pluralistic Europe were articulated in regard to techonlogical diversity and de-centrality. An open web index, for example, could create a whole range of different search engines, ranking algorithms, and applications. This would better correspond to multicultural, divers, and federal European contexts than big tech companies like Google that primarily count on monopolism and commercialization.

To conclude, the project finally suggested three interventions that may help pave the way towards pluarlistic Europe based on technological diversity and decentrality.

  • Long-term funding and slow scalability: Big infrastructure projects like an open web index as a backbone to search engine diversity require bold, long-term, and sustainable funding structures to develop digital sovereignty.
  • Continuous auditing and advice: The making and governing of digital technologies requires continuous and interdisciplinary advice guaranteed by professional, independent processes and authorities, as well as adequate resources; instead of ex-post, snapshot auditing.
  • Opening up data? The development of alternative technologies and infrastructures requires data to train algorithms and machine learning models. How to open up commercial data, to share public data, and to create collective data pools that go beyond individual responsibility and ownership of data are central questions that need to be tackled in the future.

The results of this project will be combined with results from two previous search engine projects to write the habilitation “Algorithmic Imaginaries”. This habilitation will show how search technology and society co-emerge in specific economic, political, and cultural environments; with a particular focus on the European context.

Publications

  • Algorithmic Imaginaries. Visions & values in the shaping of search engines. / Mager, Astrid.
    Wien: University of Vienna, 2024.
  • Europa auf dem Weg zur digitalen Souveränität? / Mager, Astrid.
    In: Der Standard, 06.03.2024.
  • European Search? How to counter-imagine and counteract hegemonic search with European search engine projects. / Mager, Astrid.
    In: Big Data and Society, Vol. 10, No. 2, 15.07.2023, p. ARTN 20539517231163173.

    This article investigates how developers of alternative search engines challenge increasingly corporate imaginaries of digital futures by building out counter-imaginaries of search engines devoted to social values instead of mere profit maximization. Drawing on three in-depth case studies of European search engines, it analyzes how search engine developers counter-imagine hegemonic search, what social values support their imaginaries, and how they are intertwined with their sociotechnical practices. This analysis shows that notions like privacy, independence, and openness appear to be fluid, context-dependent, and changing over time, leading to a certain “value pragmatics” that allows the projects to scale beyond their own communities of practice. It further shows how European values, and broader notions of Europe as “unified or pluralistic,” are constructed and co-produced with developers’ attempts to counter-imagine and counteract hegemonic search. To conclude, I suggest three points of intervention that may help alternative search engine projects, and digital technologies more generally, to not only make their counter-imaginaries more powerful, but also acquire the necessary resources to build their technologies and infrastructures accordingly. I finally discuss how “European values,” in all their richness and diversity, can contribute to this undertaking.

  • Advancing search engine studies: The evolution of Google critique and intervention. / Mager, Astrid; Norocel, Ov Cristian; Rogers, Richard.
    In: Big Data and Society, Vol. 10, No. 2, 15.07.2023, p. ARTN 20539517231191528.
  • Big Data & Society Special Issue: The State of Google Critique and Intervention. / Mager, Astrid (Editor); Norocel, Cristian (Editor); Rogers, Richard (Editor).
    2 ed. 2023.

    This special issue focuses on Google as an object of critical study and European interventions that increasingly strive to counteract its dominance. Grounded in empirical case studies, it traces the politics of search engines to its very beginning by revisiting Brin’s and Page’s “mixed motives” of the PageRank algorithm and how they contributed to surveillance capitalism. It analyses search engine bias and discrimination by focusing on “data voids” and how they may potentially be filled with extreme right-wing sources, as well as the patching of “offensive results”, both past and present. It poses the question of how Google’s ubiquity is complicit in the creation of ignorance in the context of the climate crisis. Beyond the critique, it finally investigates how providers of alternative search engines counter-imagine hegemonic search and what interventions may help these projects to grow out of their niches, especially in Europe where social values and fundamental rights are strongly upheld in policy rhetoric. The special issue closes with two commentaries embedding “the State of Google Critique and Intervention” in larger discussions on the ethical dimensions of Google Autocomplete and the political economy of technical systems.

  • European Search. ITA-Dossier No 70en (March 2023; Author: Astrid Mager). / Mager, Astrid.
    2 p. Wien. 2023. (ITA-Dossiers).

    -> The European search engine market is heavily dominated by Google. -> In Europe, the call for “digital sovereignty” is getting louder and louder. -> The design of European search engines is linked to different values, but also associated with different ideas of Europe. -> The notion of a pluralistic Europe is related to technological diversity and decentralisation. -> This could be supported with long-term funding, interdisciplinary counsel, and the opening up of data. decentralization

  • Der Weg zu einer europäischen Suchmaschine. / Riedlinger, Denise.
    In: ITA-NewsFeed, No. www.oeaw.ac.at/ita/news, 06.04.2023.
  • Europäische Suche. ITA Dossier Nr. 70 (März2023; Autorin: Astrid Mager). / Mager, Astrid.
    2 p. Wien. 2023. (ITA-Dossiers).

    -> Der europäische Suchmaschinenmarkt ist stark von Google dominiert.-> In Europa wird der Ruf nach „digitaler Souveränität“ immer lauter.-> Mit der Gestaltung von europäischen Suchmaschinen sind unterschiedliche Werte, aber auch unterschiedliche Vorstellung von Europa verknüpft.-> Das Bild des pluralistischen Europas wird mit technologischer Diversität und Dezentralität verbunden.-> Diese gilt es mittels Langzeitfinanzierung, interdisziplinärer Beratung und der Öffnung von Daten zu fördern.

  • David gegen Goliath? Wie europäische Suchmaschinen digitale Zukünfte neu denken und gestalten. / Mager, Astrid.
    2022.
  • New paths towards open data? ITA Dossier No 63en (May 2022, Author: Fynn Semken, Astrid Mager). / Semken, Fynn Thjorben; Mager, Astrid.
    2 p. Wien. 2022. (ITA-Dossiers).
  • Neue Wege zu offenen Daten. ITA-Dossier Nr. 63 (Mai 2022; Autor*innen: Fynn Semken, Astrid Mager). / Mager, Astrid; Semken, Fynn Thjorben.
    2 p. Wien. 2022. (ITA-Dossiers).

    Einige wenige Tech-Monopole besitzen die Mehrheit an digital generierten Daten. Das erschwert die Entwicklung alternativer Algorithmen und Künstlicher Intelligenz (KI). Diese Monopole könnten herausgefordert werden, indem sie etwa rechtlich zum Teilen ihrer Daten verpflichtet werden. Daten könnten als öffentliches Gut organisieren werden, um Innovationen in verschiedenen Bereichen zu fördern. Diese Maßnahmen sind nicht ohne Nachteile und stehen teilweise in Konflikt mit individuellen Datenschutzrechten.

  • Wie diskriminierend sind Computersysteme? / Riedlinger, Denise.
    In: ITA-NewsFeed, No. www.oeaw.ac.at/ita/news, 01.03.2022.
  • Future imaginaries in the making and governing of digital technology: Multiple, contested, commodified. / Mager, Astrid; Katzenbach, Christian.
    In: New Media and Society, Vol. 23, No. 2, 25.02.2021, p. 223-236.
  • AMS-Algorithmus könnte zu struktureller und sozialer Ungleichheit beitragen. / Mager, A; Allhutter, D.
    In: Arbeit und Wirtschaft Blog, 14.12.2020.
  • Deus ex machina? Rezension zu "Todesalgorithmus: Das Dilemma der künstlichen Intelligenz" von Roberto Simanowski. / Mager, Astrid.
    In: N/A, 20.10.2020.
  • Digitale Weichenstellungen in der Krise. / Mager, A.
    In: Der Standard - Junge Akademie Blog, 18.05.2020.
  • Body data-data body: Tracing ambiguous trajectories of data bodies between empowerment and social control in the context of health. / Mager, Astrid; Mayer, Katja.
    In: Social Studies of Science, Vol. 8, No. 2, 08.07.2019, p. 95-108.

    A plethora of health apps and tracking devices is used around the globe to measure, store, and process body data. In this article, we use various approaches from the fields of science and technology studies (STS), surveillance studies and medical sociology to grasp and theorize these global trends of body datafication in health-related contexts. We (re)introduce the post-digital concept of the data body as the intersection of online and offline, individual and collective, private and public aspects, emphasizing the entanglements of the physical body from its data- dimensions and its situatedness between empowerment and social control. We conclude by discussing aspects of ownership, care, and control of digital data bodies and how both individuals and society may cope with them in the future.

  • Zur Definition der Ideologie des Algorithmus: Kommerzielle Suchmaschinen im Licht der Ideologiekritik. / Mager, Astrid.
    In: Maske und Kothurn, Vol. 64, No. 1-2, 28.01.2019, p. 107-127.
  • Book Review: Ann Rudinow Sætnan, Ingrid Schneider, and Nicola Green (2018): The Politics of Big Data. Big Data, Big Brother? / Mager, Astrid.
    In: Information Communication and Society, Vol. 22, No. 10, 22.01.2019, p. 1523-1525.
  • Internet governance as joint effort: (Re)Ordering search engines at the intersection of global and local cultures. / Mager, Astrid.
    In: Social Studies of Science, Vol. 20, No. 10, 31.10.2018, p. 3657-3677.

Conference Papers/Speeches

  • Wien

    Europäische Suche? Vom Datenkapitalismus zur Suchmaschinen-Diversität (Keynote #2)

    Mager, A. (Speaker)

    5 Oct 2023

  • Innsbruck

    Machtfaktor Infrastruktur: Von Informationshegemonien zu pluralen Suchmaschinenlandschaften in Europa

    Mager, A. (Speaker)

    26 Jun 2023

  • Wien

    Europäische Such-Infrastruktur? Von Informationshegemonien zu pluralen Suchmaschinenlandschaften

    Mager, A. (Speaker)

    6 Jun 2023

  • Cholula (online)

    How to counter-act hegemonic search with European search projects “growing in the ruins scalability leaves behind”

    Mager, A. (Speaker)

    7 Dec 2022

  • Dublin

    Marginalized search. How to counter-act hegemonic search with alternative search projects from Europe

    Mager, A. (Speaker)

    4 Nov 2022

  • Madrid

    Alternative Search. Envisioning and encoding social justice in European search infrastructures

    Mager, A. (Speaker)

    7 Jul 2022

  • Wien

    How to counter–act hegemonic search with alternative search projects from Europe

    Mager, A. (Speaker)

    1 Jun 2022

  • Wien

    Algorithmic Imaginaries. Visions and values in the shaping of search engines

    Mager, A. (Speaker)

    17 May 2022

  • Wien

    Algorithmic Imaginaries

    Mager, A. (Speaker)

    12 Apr 2022

  • Wien

    Algorithmische Imaginationen. Von der kapitalistischen Ideologie zur Suchmaschinen-Diversität?

    Mager, A. (Speaker)

    22 Feb 2022

  • Hallstatt

    Momentum Young Research Workshop

    Mager, A. (Speaker) & Gegenhuber, T. (Contributor)

    14 Oct 2021

  • online / Genf

    Encoding social change? Analysis of open search technology between German hacker ethics and Asian star-up culture

    Mager, A. (Speaker)

    12 Oct 2021

  • online / Toronto

    Encoding Freedom: Analysis of open search technology between German hacker ethics and Asian start-up culture

    Mager, A. (Speaker)

    9 Oct 2021

  • online / Lund

    Searching for alternatives. How counter-imaginaries drive digital search technology

    Mager, A. (Speaker)

    16 Sep 2021

  • Wien

    Auf zu neuen Ufern? Analyse von alternativen Suchmaschinen und deren Imaginationen von demokratischen digitalen Zukünften

    Mager, A. (Speaker)

    11 May 2021

  • Online

    Ask Susi! Analyzing open search technology between German hacker ethics and Asian start-up culture

    Mager, A. (Speaker)

    16 Oct 2020

  • Linz

    How to create your own AI device with SUSI.AI – An open source platform for conversational web

    Mager, A. (Speaker) & Dang, H. (Contributor)

    11 Sep 2020

  • online /Prague

    Future imaginaries in the making and governing of digital technology: Multiple, contested, commodified

    Mager, A. (Speaker) & C, K. (Contributor)

    19 Aug 2020

  • online /Prague

    How to push back hegemonic search? Analyzing alternative imaginaries in search engine design and their potential to contribute to more open digital futures

    Mager, A. (Speaker)

    18 Aug 2020

  • Wien

    Das eingefärbte Fenster zu Welt

    Mager, A. (Speaker)

    5 Dec 2019

Duration

11/2016 - 11/2022

Project team

Funding

Elise Richter project.