Search engine imaginary: Visions and values in the co-production of search technology and Europe

Abstract

This article discusses the co-production of search technology and a European identity in the context of the EU data protection reform. The negotiations of the EU data protection legislation ran from 2012 until 2015 and resulted in a unified data protection legislation directly binding for all European member states. I employ a discourse analysis to examine EU policy documents and Austrian media materials related to the reform process. Using the concept 'sociotechnical imaginary', I show how a European imaginary of search engines is forming in the EU policy domain, how a European identity is constructed in the envisioned politics of control, and how national specificities contribute to the making and unmaking of a European identity. I discuss the roles that national technopolitical identities play in shaping both search technology and Europe, taking as an example Austria, a small country with a long history in data protection and a tradition of restrained technology politics.