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Personal Web searching in the age of semantic capitalism: Diagnosing the mechanisms of personalisation

机译：语义资本主义时代的个人网络搜索：诊断个性化机制

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Web search engines have become indispensable tools for finding information online effectively. As the range of information, context and users of Internet searches has grown, the relationship between the search query, search interest and user has become more tenuous. Not all users are seeking the same information, even if they use the same query term. Thus, the quality of search results has, at least potentially, been decreasing. Search engines have begun to respond to this problem by trying to personalise search in order to deliver more relevant results to the users. A query is now evaluated in the context of a user’s search history and other data compiled into a personal profile and associated with statistical groups. This, at least, is the promise stated by the search engines themselves. This paper tries to assess the current reality of the personalisation of search results. We analyse the mechanisms of personalisation in the case of Google web search by empirically testing three commonly held assumptions about what personalisation does. To do this, we developed new digital methods which are explained here. The findings suggest that Google personal search does not fully provide the much-touted benefits for its search users. More likely, it seems to serve the interest of advertisers in providing more relevant audiences to them.
机译：网络搜索引擎已成为有效在线查找信息的必不可少的工具。随着Internet搜索的信息范围，上下文和用户的增长，搜索查询，搜索兴趣和用户之间的关系变得越来越脆弱。即使他们使用相同的查询词，也不是所有用户都在寻找相同的信息。因此，搜索结果的质量至少潜在地一直在下降。搜索引擎已开始通过尝试个性化搜索以向用户提供更相关的结果来响应此问题。现在，将根据用户的搜索历史和其他数据将其评估为一个个人资料并与统计组相关联，从而对查询进行评估。至少，这是搜索引擎自己说的承诺。本文试图评估搜索结果个性化的当前现实。我们通过实证测试关于个性化功能的三个普遍假设，来分析Google网络搜索中的个性化机制。为此，我们开发了新的数字方法，在此进行说明。调查结果表明，Google个人搜索不能为其搜索用户充分提供备受吹捧的好处。似乎更有可能为广告客户提供更多相关的受众群体，从而为广告客户带来利益。

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