The hidden logics of search

The hidden logics of search
The black box society

The concepts which were discussed in the hidden logics of search were; whitelisting, search transparency, personalised advertising, search as a ‘leveller’ and auto correct functions on search.

The article describes search as a leveller- something that treats or affects all people the same way. Search gives anyone with computer or a nearby library access to resources that were once out of reach. It also has the power to give each of us our own individual world, tailored to our personal interests and preferences by tracking our activity online. In an attempt to justify this collection of personal data (that some may deem an infringement), large corporations such as Google merely play it down to suggest a better user experience will be gained.

For most of us the easiest way to seek information we desire is to type into Google or other search engines. Search engines are revolutionary; they have become a social leveller by allowing free content to everyone. In this way search engines have gained trust from consumers via this convenient, free and unlimited access to information. Users then rely on the convenience of these tech giants and combined with our inertia, often determine what subjects reach our awareness. Search has made cultural, economical and political inroads; the case of Santorum and Savage highlights how search can easily be manipulate.

The Hidden Logics of Search examines if this trust has been abused by the tech giants, thus leaving us to question the legitimacy of consumer trust; whether it is wholly present, expected, or whether there is a lack of knowledge on their methods. A key example is that we trust searches to give us the most relevant webpages by sorting them automatically- so users don’t have to. Companies such as Foundem experienced difficulties with the issue of relevance within search results (whitelisted) because the algorithms used by Google tarnished the page as spam. Google is known to be a multi-platform online giant and thus it could be argued that they once again abuse user trust by using their power to covertly eliminate competition- a decline in Google traffic could be seen as devastating to the future advancement of the company. This kind of online tyranny was not overtly apparent to the public in 2009.
It can be questioned whether there is more political motivation behind these online power-houses than the average man would suspect. When Occupy Wall Street began to gain mass media attention in 2011, it seemed that the global networking and social media giant Twitter omitted to set the subject as ‘trending’. When questioned, a spokesperson for Twitter’s Communications stated that this was solely due to coding algorithms- the velocity of ‘tweets’ at a certain time, rather than the popularity of the subject itself. Henceforth, online platforms feed us information that we regard to be trustworthy, but in reality the transparency is questionable; it can be argued that there are political, economical and social motives behind everything we see and do not see online.

‘’ Better user experience is the reason major internet companies give for almost everything they do’’. Auto-completes was invented by Google to make searches easier- the user no longer has to type their topic in full, algorithms are now used to predict user searches. Algorithms usually reflect the search activity of users combined with the content of web pages indexed by Google. Bettina Wulff is an example negating the fact that ‘’better user experience’’ is not always justifiable. Whenever Wullf’s name was typed into Google’s search engine; ‘’Bettina Wulff prostituierte’’ and ‘’Bettina Wulff escort’’ were seen in autocompletes, leading Wulff to fear a judgement would be made of her character rather than the combining of information and facts on her legal battles against slander. In rebuttal, Google claimed innocence; stating that it is the users obligation to know the validity of web pages and what they read. In a world where users trust Google to correct their spelling and finish their searches for them, it seems unclear as to why the major internet company would only cached negative words to Wulff’s name, instead of the entire factual truths behind her story. Some would argue that this could be a tactic to drive online traffic through Google pages, leaving us to question whether user experience is to the fore at all. If Google are willing to cross boundaries for the aforesaid then one must question whether they are always trying to educate us and give us the right answers or whether they are feeding us what they want us to see. This brings forward a question of social morality- if a person is being defamed wrongly online due to their ‘’better user experience’’ algorithms, do Google have a moral obligation to feed us the truth De Facto, or do they feed us De Jure to ensure the approval and loyalty of their shareholders.

How advertising effects masculinity

Advertisements from the 1970’s to present day show a shift in society’s view of masculinity; “Modern man is changing”. Men in the 1970’s grooming adverts seemed a more achievable look consumers could realistically strive for, however nowadays advertisements use male models and other famous celebrities to showcase their product. In thew 1970’s the cosmetic industry concentrated more on the female market. Whereas nowadays these industries have created the metrosexual man. Thus showing the idea of masculinity has changed.

                          1970 Old Spice                                           2008 Gillette razor

Twenty first century advertising focusing specifically on male grooming products show that men now take more pride in their appearance. The 2008 Gillette advertisement shows a well groomed David Beckham holding a razor. Beckham is a worldwide male icon and Gillette’s choice to use Beckham in the campaign suggests that he is modern society’s idea of a masculine man; ‘‘In the 1990s, we called Beckham a New Man, or a metrosexual.’’[1] Where as Beckham is showing his muscular torso, the two men advertising Old Spice are wearing sailors uniform. This could be seen as this era’s ideal image of masculinity because some women associate uniforms with masculinity. Although, this is still prevalent now- shown with the creation of dating sites such as uniform dating.com, this may be because metro sexuality was not to the fore.

 

In present day pride in one’s appearance is unequivocally apparent and as a whole men seem to take fitness as an import element of manhood. In 2010 fitness for weightless stated on their website that “23 million men belong to a gym”[2] in America. Nowadays men are bombarded with imagery much like the toned David Beckham. The subliminal message behind Gillette’s advert is that if you buy the razor you look like Beckham, henceforth, men are striving for his physique. In the 1970’s adverts the sailor’s physique is less emphasised and the models are older, instead the product is prioritised.

 

Contemporary adverts sell idealised masculinity through images of society’s perfect man because of the media. Consumers are buying into the ideas and fantasies that the adverts are creating thus overshadowing the products themselves.

 

 

[1] Cashmore, Ellis. David Beckham: Rise Of The Metrosexual. CNN, 2012. Print.

[2] http://www.fitnessforweightloss.com/gym-statistics-members-equipment-and-cancellations

 

Racial stereotypes in advertising

Advertising companies sell stereotypes through the use of subliminal messaging;“Stereotypes perform a necessary function. They are natural. Normal “noise filters” that people use (admittedly or not) to sort through the web of social groups they encounter every day in the world around them.”[1].

 

2007 intel core 2 duo processor ad

Budweiser 1934 ad 

These two adverts portray the stereotype that white people have a higher stance within society. In the 2007 Intel advertisement the white man is stood at the front with black people bowing to him. His posture and position in the image suggests that the white man is their ‘master’. It appears that the white man is the manager in the office and the black people are below him thus visually representing their lower rank in society. The 1934 Budweiser reinforces this idea of white superiority. Here the afro Americans are depicted as waiters and servants, whereas the white man is seen to be in a position of power. White superiority was a socially accepted stereotype in the 1930’s ‘Black wages were at least 30 percent below those of white workers’[1]. Unequal employment and unfair wages suggests the white men had a greater stance in society, hindering the progression of Afro Americans.

 

In comparison to the afro Americans did enjoy full civil rights by the time the 2007 intel advert was released. It is difficult to comprehend why intel used such a controversial image for their campaign, knowing that diversity is now less of a social stigma. The Intel advert shows Jamaican runners looking as though they are about to start a race; suggesting how quick the duo processor works. Choosing this nationality has the desired effect on its audience as Jamaican runners are recognised, reputable athletes often enjoying global success. It is interesting to note that no other nationalities are used for example white or Asian runners. Suggesting that people of African decent have athletic superiority: this stereotype could likewise be deemed as offensive to other races. On the other hand, this advertisement may not be overtly racist if the audience already view the stereotype as subliminal fact.

 

 ‘Scientists have looked into the genetics of Jamaican sprinters’ dominance. The first gene associated with powerful sprinting is the angiotensin-converting enzyme, or ACE, gene. If you have a particular variant of this gene (known as the “D allele”) you are likely to have a larger than average heart capable of pumping highly oxygenated blood to muscles quicker than the average human. In people of west African origin, the frequency of the variant is slightly higher than in those of European and Japanese origin. In Jamaica, it’s a little higher than in west Africa.’[2]

 

It could be argued that in fact Intel were right to choose black runner because it is scientific fact that they genetically have the ability to be better athletes. Evident in the Budweiser advert is the athletic build of the black man. Highlighting his broad and muscular physique while opening the bottle for the white man- a task that he is fully capable in doing himself. Through sports and culture, society has acknowledged the link between black people and sport. These associations generated by stereotypes are used in advertising to sell the products.

The two advert shown create a delta between the black mans athletic superiority and social inferiority. These associations generated by stereotypes are used often in advertising to sell the product by underlying messages and psychological association.

 

 

 

[1] http://socialistworker.org/2012/06/28/blacks-and-the-great-depression

[2] http://www.theguardian.com/commentisfree/2014/jul/21/jamaicans-sprinting-athletics-commonwealth-games

 

[3] Pardun, CJ., (2009), Advertising & Society, Wiley Blackwell, London, pp. 131

 

 

The sexualising of women in advertising

Sexism has always been used to convince consumers to buy a product so we that women can strive to  fulfil the idealised images that advertisers present us with. It Is the norm for advertisements to contain explicit images of the female body. The 1970’s Tipalet campaign and 2011 Lynx campaigning both sexualise women in their ads. Both brands are selling sex. Consumers are buying into the desire to fulfil the image in the ad and have an emotive response to the women in the images. Using explicit images of women in adverts changes societies view of femininity. Young girls and women will deem the content of these adverts the perfect female form. Thus furthering that the sexualising of woman does not always have the desired effect and can have a negative impact rather than empowering.

Tipalet ad 1970’s

Imagery from the 1970s’ such at the Tipalet cigarette poster saw the increase in seductive photography used to sell products to men. The poster shows a woman gazing into the mans eyes.  It is fair to suggest from this gaze that the woman looks sexually aroused. “Seeing a face anticipating orgasm, even if it is staged, is a powerful sell” [1]The advert tells the male consumers that smoking this type of cigarette will attract women, in turn the male smoking will become a sexual magnet and the woman a sexual object once purchasing Tipalet. Furthermore, the contemporary 2011 Lynx campaign shows how seductive photography is still rife in advertising. The model is holding her breasts with a seductive smile. Similarly, the 1970’s Tipalet ad these features also imitate sexual arousal. On the whole Lucy Pinder (glamour model) is objectified, she is merely seen as a ‘piece of meat’, focusing on her breasts, legs, mouth and other features. It is evident that advertisers have not stopped sexualising women for their campaigns; exemplifying Pinders’ body and sexuality only.

Outdoor ad for Lynx Excite 2011

The sexualisation of women in advertisements has led to the distortion of femininity. Both the 1970s’ Tipalet and the 2011 campaign use very attractive woman in their work. Large breasts, sexuality and beauty seen in these adverts generate success and happiness making them the ideal form of a woman. Many young girls and women are aspiring the look like the girls in campaigns, often go to extreme lengths to reach their goals such as cosmetic surgery or going on diets. “The number of people diagnosed with eating disorders has increased by 15 per cent since 2000’’ females are bombarded with these images to such an extent that they then create pressure for themselves to look that way often causing self esteem and health issues. “The number of people diagnosed with eating disorders has increased by 15 per cent since 2000’’[1]It is interesting to note that the Lynx advert drew ‘113 complaints.’[2] Complaints show that women don’t see themselves as sexual objects. Unilever’s Lynx brand has been hit with a double ban for separate outdoor and internet campaigns after the advertising watchdog upheld complaints that they objectified women”[3] the fact that this advertisement was banned and has so many complaints whereas the 1970’s advert was not banned suggests that society’s view of a woman has changed and that equality is more prevalent.  The modern woman’s stance within society means that they are less accepting of said advertisements.

Overall, sexualisation of women in advertisements sells products. Consumers buy into the idealised images advertisers present. Through the bombardment of explicit images of the body it has become the norm for Women to undergo surgeries to enhance their feminine attributes. Therefore, consumers do not now recognise these images as being objectifying.

 

 

 

 

 

 

[1] Micali, N. et al “The incidence of eating disorders in the UK in 2000-2009; findings from the General Practice Research Database”

[2] http://www.campaignlive.co.uk/article/lynx-ads-banned-degrading-women-reaching-kids/1105465

[3] http://www.campaignlive.co.uk/article/lynx-ads-banned-degrading-women-reaching-kids/1105465

[4] Wolf, N (1991) The Beauty Myth: How Images of Beauty are Used Against Women. Vintage. 131-147

 

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