Digital Oracles and the Search Dictatorship

Since ancient times oracles have been used by men to help them to choose paths, and in the Digital Era we live in, we realize that oracles keep being used more than ever, but now in a new digital form. The continuous growth of the web gand its consequent increasing complexity make it very difficult for humans to find the information inside it. Therefore, in order to help men to find paths and get answers inside the endless web routes, the search engines were born—the “digital oracles”—such as Yahoo, Google, etc.

However, from the undeniable utility and importance of the search engines -– without whom our access and penetration on the Web would get very restricted -– outcome their big power: today they are frequently and daily used by people around the world, who trust them, and so they function indeed as “digital oracles”. Furthermore in the past people looked for ancient oracles consciously about their power and influence in their lives. Nowadays do people know what digital oracles really are? Do they realize the control those oracles exert over their choices and actions? Although search engines are digital entities, not spiritual or human ones, maybe their “advices” are as powerful as (or even more influential) than those from the ancient oracles.

Researches about search engines show among other things that 1) most of people choose among the options presented on the first page of search results; 2) search engines don’t index the entire Web, but a small part of it; 3) the website ranking in a search can be manipulated using SEO (Search Engine Optimization) techniques; 4) search engines can filter and control results; 5) Google is today the predominant and probably the most powerful engine; 6) people convey personal information while searching; 7) users declare they trust the results; among other facts.

In this context, this work intends to raise questionings related to search engines and their power, such as “mapping & control”, “determination of survival and existence”, “the Top 10 dictatorship”, “awareness about getting results in a search”, “privacy”, etc.

This paper and research were also used as base to the development of the web art work “Digital Oracles”, which has been exhibited in art events and received the Special Mention Award at III Media Arts in Colombia, 2007. The web art work Digital Oracles can be accessed at http://www.digitaloracles.com.br/ and some images of the work can be seen below.

The Digital Oracles web art work intends to cause awareness and reflection about the influence and power the search engines on the Web exert in our daily lives—not only online, but also offline lives—in determining our choices and paths. Privacy, control, trust, where the answers come from, the top10 dictatorship, existence, local filtering, utility and manipulation are among the raised issues.

Artist and scholar, Martha Carrer Cruz Gabriel has participated of SIGGRAPH, ISEA, Turbulence, Rizhome, Consciousness Reframed, FIAT Art Exhibition, Nokia Trends, etc. Engineer, Postgraduate in Marketing and Design, Master’s Degree in Art, pursuing doctorate degree. Higher Education Professor. Reviewer for LEA. Curator of Upgrade! São Paulo. Awarded as researcher, artist and speaker.

http://www.martha.com.br