-----Introduce our team and outline….
When we search a specific topic online and retrieve the information we need, at the same time the search engines also store the information of our likes and interests. Many people don’t realize that users’ search profiles can be misappropriated for other uses.
We generally have two major categories of issues when using search engines.
The first one is Privacy and Non-voluntary Disclosure of Personal Information. Here we have at least two kinds of privacy concerns. One set of privacy issues emerge because search engine companies can collect personal information about search engine users. In this case the users are the subject of the search engine companies and their advertisers. The other privacy concern is that search engine users themselves can use the technology to conduct online searches about people. In this case, the targeted people are the subjects of search engine users. Lian will talk about two examples for these two concerns respectively. Stalking search engine, murder case.
The second major category of issues is Search engine biases.
In fact, the search engine technology itself is not neutral, it has embedded features in its design that favor some values over others. But other than that, there are two reasons for organization to manipulate ranking of the search result.
--The first reason is the interests of advertisers who sponsor or pay the search engines; Take Google for example, 96 percent of its 2011 revenue came from advertising. The advertising schemes have evolved for years. Nowadays we can see the paid-ad-based search results are physically separated from those results from the “organic” results that appear on the center of its pages. This ways seems to be accepted by Google users.
The second reason is schemes used by technically-savvy individuals and organizations to manipulate the ordered ranking of