Digital Monology: The Authority of the Search Engine

2019 Applied Technology Award for the Media and the Moving Image Awards at University of Houston. The Google algorithm, as a ranking and ordering structure, cannot be “objective” as long as the page-ranking mechanism produces social effects and always inadvertently and inescapably affects social priorities. Imitable units of information (memes) on the internet change according to the laws of exponential growth, like other social phenomena, which include Google rankings. Mathematically and graphically represented, the effects of mimetic inflation on Google rankings and other site-specific information can be proposed and projected. Current algorithmic policies may actually preserve and exaggerate the social priorities of the status quo in spite of “objective” intentions. These considerations in mind, the concept of “monology”, “the monopoly on information”, might be implemented to further analyze network effects online. Algorithmic regulation could be used to enforce artificial inequalities, to permit natural inequalities, or to enforce artificial equalities: each option has implications for the justice and fairness of online and offline environments.