Algorithmic Rhetoric and

Search LiteracyJohn Jones

West Virginia Universityjohn.jones@mail.wvu.edu

@johnmjones

rhetoric

algorithm = truth ?

metaphors for algorithms

1. autonomous machine2. Rube Goldberg device3. Mechanical Turk

autonomous machine

Rube Goldberg device

Mechanical Turk

1998, p. 1

2011, p. 66

"A site's ranking in Google's search results is automatically determined by computer algorithms using thousands of factors to

calculate a page's relevance to a given query"

was changed to

"A site's ranking in Google's search results relies heavily on computer algorithms using thousands of factors to calculate a page's

relevance to a given query."

"computer algorithms using thousands of factors to calculate a page's relevance to a

given query."

1998, p. 12

"These types of personalized PageRanks are virtually immune to manipulation by

commercial interests. For a page to get a high PageRank, it must convince an important page, or a lot of non-important pages to link to it. At

worst, you can have manipulation in the form of buying advertisements(links) on important

sites."

NY Times, 2/26/2011

NY Times, 11/28/2010

NY Times, 2/25/2011

algorithms are authored

•Image Sources

•Slide 2: http://www.freakingnews.com/pictures/22000/Einstein-Computer-22445.jpg

•Slide 4: http://images.fastcompany.com/upload/160-Features-tech-war-5.jpg

•Slide 11: http://trendsupdates.com/be-careful-terminators-might-cook-you/

•Slide 12: https://myits.luc.edu/techconnect/wp-content/uploads/2011/02/pfr-mathematica.png

•Slide 14: http://kaching.tumblr.com/post/722378616/an-original-rube-goldberg-machine

•Slide 15: http://blog.kissmetrics.com/wp-content/uploads/2010/10/amazon-recommendations.jpg

•Slide 16: http://www.boingboing.net/filesroot/dotyxmas.jpg

•Slide 18: http://lh4.ggpht.com/_jjjg9Yqc9u4/TBAWc2jYAMI/AAAAAAAAECQ/XDsiTQB-EnM/The_Turk_Chess_Machine_Secret.jpg

•Slide 19: http://4.bp.blogspot.com/_HED3ixtVVIw/S555XuRhLKI/AAAAAAAAAAk/L_sd7mw10f0/s640/google-doodle2.jpg

•Slide 24: http://www.okfalls.rodrose.com/wp-content/uploads/2011/06/garbage.jpg

•Slide 27: http://www.envoca.com/blog/wp-content/uploads/2011/02/155554663_89beb0ac63_b.jpg

•Slide 28: http://clifhaley.com/wp-content/uploads/2010/12/BORKER-2-popup.jpg

•Slide 30: http://static.panoramio.com/photos/original/26234427.jpg

•Slide 31: http://www.math.ubc.ca/~cass/courses/m446-03/pl322/322.jpg

•Slide 32: http://9to5mac.files.wordpress.com/2011/01/infiniteloop.jpg?w=640&h=426