by Jalees Rehman
The Autocomplete function of Google Search is both annoying and fascinating. When you start typing in the first letters or words of your search into the Google search box, Autocomplete takes a guess at what you are looking for and “completes” the search phrase by offering you multiple query phrases. The queries offered by Autocomplete are “a reflection of the search activity of users and the content of web pages indexed by Google“. Considering the fact that more than five billion Google searches are conducted on an average day, the Google Autocomplete function has a huge database of search information that it can reference. This also means that the Autocomplete suggestions are quite dynamic and can vary over time. A popular new song lyric, the name of a viral video or a recent movie quote can catapult itself to the top of the Autocomplete suggestion list within a matter of hours or days if millions of users start search for that specific phrase. Autocomplete may also take a user's browsing history or location into account, which explains why it may offer a varying set of suggestions to different users.
Autocomplete can be quite annoying because the suggested lists of queries are based on their web popularity and can thus consist of bizarre combinations which are not at all related to one's intended searches. On the other hand, Autocomplete is also a fascinating tool to provide a window into the Zeitgeist of web users, revealing what kinds of phrases are most commonly used on the web, and by inference, what contemporary ideas are currently associated with the entered keywords. The Google Zeitgeist website reveals the most widely searched terms to help identify cultural trends – based on the frequency of Google search engine queries – during any given year.
The United Nations Entity for Gender Equality and the Empowerment of Women (UN Women) recently used the Google Search Autocomplete function in an ad campaign to highlight the extent of misogyny on the web. Searching for “women should…” or “women need to…” was autocompleted to phrases such as “women should be slaves” or “women need to be put in their place”. The fact that Autocomplete suggested these phrases means that probably hundreds of thousands of internet users have used these phrases in their search queries or on web pages indexed by Google – a reminder of how much gender injustice still exists in our world.
