Information snapshots: What Google searches really tell us about emerging technologies

Abstract

► We explore how new, online information environments may shape consumer perceptions, discourse, and support about nanotechnology. ► We simulate Google searches for various topics related to nanotechnology. ► We analyze the initial presentation of search results (titles and two-line website descriptions). ► Websites highlighted in Google search results present policy themes more than application or social implications themes. ► Significant differences are found in valence, uncertainty, outcomes, and type of website, depending on the search query. For most consumers, Google is the window to the (nano) world. At the very least, Google and other search engines are the place where many consumers get the first glimpse of emerging technologies. In order to explore the critical role that online media play as information gateways, we tracked Google search patterns related to nanotechnology over a 17-month period. Our data show that the snippets of websites highlighted in top Google search results present policy themes about nano more than themes about application or social implications. General searches for “nanotechnology” present a neutral tone, while “risk”-related search results present a negative tone and “benefit”-related searches present a positive tone. The majority of websites appearing in Google searches are non-nano specific sites (e.g., www.sciencedaily.com ). We discuss the important implications of Google search results for nanotechnology audiences.