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Lecture 8

Lecture 8: Digital Media after the Dot.Com Bubble Burst, or, “The Google Class”

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Department
Communication Studies
Course
COMM 1101
Professor
Chris Russill
Semester
Fall

Description
Lecture 8: Digital Media after the Dot.Com Bubble Burst, or, “The Google Class” What is Google? What Do We Know About Google?  Search engine  Google is God – all-seeing? Founding of Google  Data mining – how you produce knowledge or intelligence through data that we generate; create value from data  Produced a rudimentary search engine (Internet = library w/ strewn books)  Given 1 million dollars from an investor o 1998-2000, the dot.com bubble burst  Bought servers and collected data, and made a copy of the Internet Philosophy and Culture  Invest a lot in portraying a particular public image  Mission is to organize world’s information and make it universally accessible and useful, or to change it in some way  World purpose; world will become a better place as Google becomes more prevalent o More access to relevant info whenever you want/need it, the world will be better as a result (naïve or cynical?)  “Don’t be evil” – taking on more people with business/marketing background (suits); company of engineers and PhD’s (elitist?)  Quirky hiring practices; fix website, then you can access job application for Google OR draw up a proposal to sell your soul to the devil in 30 minutes  Unique working conditions – chefs, free meals, massages, volleyball courts, 25% free time (didn’t work on job, but on other projects they find interesting)  Standardization is not the name of the game; creativity is more playful  Logo: colours remind you of a childish nature, changes for special occasions o “A unique logo that would clearly differentiate them from other search players at the time… These other players were commercial portals first and search engines second… Google as a brand should repudiate all things corporate, conventional, or complacent…” o It should “look almost non-designed, the reading effortless. The colours evoke memories of child play.”  Not just cynical to distinguish themselves in the marketplace Searching  Used to be much more packed, cluttered, and complicated before Google  Google claims to not be designed, but in comparison to older search engines, it is much more designed and organized  Google simplified the search process greatly  Replication, history of collaboration or theft, depending on how you look at it  Garden wall approach; built a garden, warded off your website o Put everything on your website that people are looking for so they stay on your site for a long time o Exposing people to ads, which people will eventually click through o Search is only a small piece of it  Someone could pay to move up their search on Google; very corrupt  Key word frequency  Used to not be relevant searches; Google cleaned up the site and made it faster  Interested in transmission of information that is relevant and reliable for the searcher  Faster because of the copy of the Internet they bought; don’t search the Internet, but they search through their copy of the Internet; can return results much faster because it doesn’t need to scan the Internet  Much more reliable if a site linked to other reliable sites  Network approach to find out if something is relevant to what you’re looking for  Simple algorithms that return information that can be acquired through your searches and history of searches  Rank certain websites more highly than others  Remembers or “learns” from previous searches  Training to become a better search engine to cater to our needs How Did Google Get You to Search?  Three explanations: 1. Had a better product; in marketplace, better product wins  Others were slower and weren’t relevant; can’t fool consumer 2. Better businessmen; marketers and advertisers as opposed to math geniuses; good at business an marketing; got people to search through ad campaigns 3. They got lucky; paid people to put the Google search engines on their websites; Google was better than the ones they had; result of dot.com bubble burst Deals for the Default Option  Netscape o Bill Gates tried to kill off Netscape; worked because people were using a Windows-based operating system so you didn’t have to go to Netscape to download it and learn how to use it – huge advantage  Yahoo (2000) o In need of a lot of money, so they made a deal  AOL (2002) o Same as AOL  Google knows more about you than any of these; their most valuable resource or commodity because they know all our online patterns  Companies desperate to make these deals; all the people who worked there needed a job and were willing to work for nothing  Labour cost came down, so Google could hire a lot of talent  Companies didn’t realize that Google would be such a great competition o Didn’t see how much money it was making How Does Google Make Money?  Makes most of its money from advertising  Innovative; reconfigures how advertisers pay for ads, and how the ads work  Only wanted relevant ads to the searches that are done
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