Commentary

Law And Order: Google Intent

Last week, a grim headline from Fox News caught my eye: "'Neck Breaking' Google Search Performed on Missing Florida Toddler's Family Computer."

The story is about missing 3-year-old Caylee Anthony, whose mother is currently awaiting trial for allegedly killing her daughter. Besides "neck breaking," other terms that appear in the Google search history of the Anthony family home computer: "household weapons," "peroxide," "acetone," "alcohol," and "shovels," as well as a search on how to make chloroform. Understandably, Mom Casey's cell phone has also been thoroughly investigated, producing similarly damning evidence: she calls herself "the worst mother," and calls Caylee "a little snothead."

This is not a political or legal column; it is a column about search, and search is why I'm telling this story. Here is what I want you to tell me, in all honesty and in the comments: when you read the first two paragraphs, did you form an opinion as to the relative guilt of the mother?

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Does anyone doubt that who we are is reflected in what we search for? Troll through my search history for the past couple of weeks, and you'll know that I'm engaged, that I had IT problems, that I was house-hunting, that I'm interested in virtual worlds for kids.

But wait. I don't have any kids. Why would a grown person look at sites like Stardollz and Club Penguin with no pitter-patter of little feet awaiting her at home?

The answer is that I'm involved in a start-up in that space, but the point is that searches only hint at what's really going on.

John Battelle described the "Database of Intentions," referring to the idea that our collective thoughts, dreams, hopes, and fears have become visible through our search activity. Now that keyword-based search has been all but mastered, the next Holy Grail is disambiguating searcher intent. But are we ready to be disambiguated?

For example, how many of you parents have ever called your child a little snothead? My friend Caroline -- a wonderful, full-time mother to three gorgeous kids -- regularly calls her children "ratbags," while smiling in exasperation and wiping their grimy faces.

How many of you have ever said something that could be taken out of context? Ever complained about a mate or a boss in a way that you wouldn't want them to hear?

Please note that I am not arguing a case on behalf of Casey Anthony -- everything I know about the case came from that one article. What I am saying is that our newfound ability to monitor and revisit our every action, no matter how intimate, compels us to have a new understanding.

Actually, we need two new understandings: one having to do with our own behavior, and one having to do with how we judge others.

You know that saying, "Integrity is what you do when you don't think anyone's looking"? I believe in that, and I hope people live by it, but there's a new paradigm on the block: Integrity no longer matters. You have to do the right thing because someone is always looking, and even if they're not, they can go back and review the records.

And since our ability to be seen incorporates our ability to see others, we also need to become a bit more cautious in how we judge. Total transparency calls for us to be vigilant about jumping to conclusions. A search is a hint of curiosity; one query does not a person make.

We have all always lived in glass houses, but suddenly that glass is a lot clearer and a lot more brittle. Perhaps having our intentions exposed will lead us to more enlightened behavior and more tempered judgments.

Googling our way to Nirvana? It could happen.

6 comments about "Law And Order: Google Intent".
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  1. Marc Engelsman from Digital Brand Expressions, December 5, 2008 at 10:56 a.m.

    Very thought provoking. Another issue this raises is, once again, that of privacy. How many people know that their searches can be tracked in this fashion?

  2. Carlos Carpio from Yellow Pages , December 5, 2008 at 11:13 a.m.

    Kaila,
    Insightful and well written.

    Our spam filter here at the office kept on stopping Mediapost's "Engage Kids 8-11" newsletter because it thought it was in the same category as enlargement products and others. Technology does marvels for us but often creates the most incredible blunders or puts us in difficult situations. Let's not look sight of common sense and of that beautiful "algorithm" called human reasoning.

  3. Clarice Brough from Animal-World.com, December 5, 2008 at 11:32 a.m.

    The biggest thing I see resulting from this type of search basis is, as you pointed out with the 'pitter-patter of little feet' is the initial distortion and inacuracy, which then balloons as the information is used.

    Did you watch the presidential campaigns unfold? How many times did you see a statement or action of an opponent used out of context and then distorted, to strengthen a particular position?

    As you can see, this type of piecemeal working creates (and is used for) a lot of mis-direction... many times outright lies.

    So we can't just be careful to be non-judgemental on what we read or see without further research. we are now subjected to taking on a big time commitment to find the real truth about the subject.

    Information is now a burden rather than an aid. We either become cynical about all information presented or we bury our heads to avoid overload.

    All to build a better mousetrap...

  4. Brooks Perry from RPA, December 5, 2008 at 1:48 p.m.

    I agree with Ryan Knott. Did you read 1984? Doesn't it scare you to know this data could be distorted and misconstrued and used against you? Google is already in hot water over many privacy issues--you can read about it here: http://www.consumerwatchdog.org/corporateering/articles/?storyId=23623

    And watch a YouTube video here: http://www.youtube.com/watch?v=NKybBlEjSyk

  5. Paula Lynn from Who Else Unlimited, December 5, 2008 at 7:25 p.m.

    Looks like many people either forgot or refuse to learn history. Google McCarthy hearings in the fifties. You could be next. Kaila, please keep leaning on this.

  6. Kaila Colbin from Boma Global, December 8, 2008 at 1:27 p.m.

    Hi everyone,

    Thanks so much for your comments.

    As you've all rightly pointed out, there are many issues raised by the rapid advancement of technology, including privacy, distortion of information, and the ability to judge intent.

    As with any issue, though, it's important to remember that we as a group are the ones who decide how "society" is going to adjust. We ARE society. It is up to us to choose whether we want to return to an embrace of "that beautiful algorithm called human reasoning" or whether we're going to "drive anything out of the norm totally underground, discouraging new ideas and opposition to prevailing political or social ideals."

    Thanks again for reading and sharing your insights.

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