University of Twente Student Theses
The Human Perspective on Search Engine Bias
Krikke, Luuk (2024) The Human Perspective on Search Engine Bias.
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| Abstract: | Purpose: Search engines play a critical role in how people access and interpret information. While widely considered objective, search engine algorithms—especially Google’s—introduce biases that shape public opinion. However, humans' perspective on bias often remains undiscussed. This study, therefore, explores how individuals in The Netherlands perceive and interact with these biases, aiming to assess the extent to which users recognize and appreciate such biases. Methods: An online survey was conducted among Dutch citizens (N=190) to assess perceptions of search engine bias. The questionnaire included information on internet use, search strategies, recognition of bias, and trust in search engines. In addition, participants compared biased and unbiased search results. Data were analyzed using correlation and regression analyses in RStudio to explore relationships to find causalities within the topics measured. Results: The findings reveal minimal familiarity with search engine bias, leading to frequent misidentification of bias, particularly regarding climate change. More complex search behaviors negatively impacted bias recognition. Participants who recognized bias were less likely to prefer biased results, indicating a negative association with bias. Conclusion: This study reveals complexities in public understanding of search engine bias. The generally forgotten human perspective on bias shows that people are largely oblivious to the existence and complexity of search engine bias. Generally, this means that people prefer and appreciate its advantages. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/104310 |
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