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dc.contributor.authorRoberts, Harold M.en_US
dc.date.accessioned2014-03-14T20:31:38Z
dc.date.available2014-03-14T20:31:38Z
dc.date.issued2010-01-26en_US
dc.identifier.otheretd-02082010-004431en_US
dc.identifier.urihttp://hdl.handle.net/10919/31180
dc.description.abstractGoogle's AdWords processes information about what sorts of content users are browsing for about a quarter of all web site visits. The significance of AdWords' use of this vast amount of personal data lies not in its use for such obviously authoritarian purposes but instead as a network of grey surveillance with Google acting as the hub and the various publishers, advertisers, and users watching (and controlling) each other in distinct ways. Google's model of collective intelligence in its search and ad ranking systems has so deeply intertwined itself into user experiences online (and offline) that it acts as a shared nervous system. AdWords' use of specific words to target simple ads directly connects advertising topics with the content supported by the advertising, encouraging the content to do more of the work of assigning social meaning traditionally done by the ads themselves. And the AdWords pay-per-click ad auction system greatly increases the level of mechanization within the advertising and content production system, replacing the historical human bureaucracy of the advertising industry with the mechanical bureaucracy that is much more difficult to predict or understand. That mechanical bureaucracy shapes, in constitutive but unpredictable ways, the relationship between content and ads that drives the what content is published online and how advertisers and users interact with that content.en_US
dc.publisherVirginia Techen_US
dc.relation.haspartRoberts_HM_T_2010.pdfen_US
dc.rightsI hereby certify that, if appropriate, I have obtained and attached hereto a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to Virginia Tech or its agents the non-exclusive license to archive and make accessible, under the conditions specified below, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report.en_US
dc.subjectmediaen_US
dc.subjectadvertisingen_US
dc.subjectgoogleen_US
dc.subjectadwordsen_US
dc.subjectsurveillanceen_US
dc.subjectprivacyen_US
dc.titleGoogle AdWords as a Network of Grey Surveillanceen_US
dc.typeThesisen_US
dc.contributor.departmentScience and Technology Studiesen_US
dc.description.degreeMaster of Scienceen_US
thesis.degree.nameMaster of Scienceen_US
thesis.degree.levelmastersen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineScience and Technology Studiesen_US
dc.contributor.committeechairAbbate, Janet E.en_US
dc.contributor.committeememberWisnioski, Matthewen_US
dc.contributor.committeememberPalfrey, Johnen_US
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-02082010-004431/en_US
dc.date.sdate2010-02-08en_US
dc.date.rdate2010-03-11
dc.date.adate2010-03-11en_US


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