<s>
Googlization	B-Application
is	O
a	O
neologism	O
that	O
describes	O
the	O
expansion	O
of	O
Google	B-Application
's	I-Application
search	O
technologies	O
and	O
aesthetics	O
into	O
more	O
markets	O
,	O
web	B-Application
applications	I-Application
,	O
and	O
contexts	O
,	O
including	O
traditional	O
institutions	O
such	O
as	O
the	O
library	O
(	O
see	O
Google	B-Application
Books	I-Application
Library	I-Application
Project	I-Application
)	O
.	O
</s>
<s>
The	O
rapid	O
rise	O
of	O
search	O
media	O
,	O
particularly	O
Google	B-Application
,	O
is	O
part	O
of	O
new	O
media	O
history	O
and	O
draws	O
attention	O
to	O
issues	O
of	O
access	O
and	O
to	O
relationships	O
between	O
commercial	O
interests	O
and	O
media	O
.	O
</s>
<s>
In	O
2003	O
,	O
John	O
Battelle	O
and	O
Alex	O
Salkever	O
first	O
introduced	O
the	O
term	O
googlization	B-Application
to	O
mean	O
the	O
dominance	O
of	O
Google	B-Application
over	O
nearly	O
all	O
forms	O
of	O
informational	O
commerce	O
on	O
the	O
web	O
.	O
</s>
<s>
Initially	O
specializing	O
in	O
text-based	O
Internet	O
searching	O
,	O
Google	B-Application
has	O
expanded	O
its	O
services	O
to	O
include	O
image	B-Application
searching	I-Application
,	O
web-based	B-Application
email	I-Application
,	O
online	B-Application
mapping	I-Application
,	O
video	B-General_Concept
sharing	I-General_Concept
,	O
news	B-Application
delivery	I-Application
,	O
instant	B-Application
messaging	I-Application
,	O
mobile	B-Application
phones	I-Application
,	O
and	O
services	O
aimed	B-Library
at	I-Library
the	I-Library
academic	I-Library
community	I-Library
.	O
</s>
<s>
Google	B-Application
has	O
entered	O
partnerships	O
with	O
established	O
media	O
interests	O
such	O
as	O
Time	O
Warner	O
AOL	O
,	O
News	O
Corporation	O
,	O
The	O
New	O
York	O
Times	O
,	O
and	O
various	O
news	O
agencies	O
such	O
as	O
the	O
Associated	O
Press	O
,	O
Agence	O
France-Presse	O
,	O
and	O
the	O
Press	O
Association	O
.	O
</s>
<s>
Google	B-Application
has	O
therefore	O
become	O
a	O
giant	O
with	O
complex	O
entanglements	O
with	O
traditional	O
and	O
new	O
media	O
.	O
</s>
<s>
The	O
term	O
Googlization	B-Application
is	O
not	O
universally	O
accepted	O
as	O
a	O
definition	O
for	O
this	O
phenomenon	O
.	O
</s>
<s>
According	O
to	O
Harro	O
Haijboer	O
,	O
Googlization	B-Application
seems	O
to	O
be	O
an	O
undisputed	O
term	O
,	O
most	O
of	O
the	O
time	O
the	O
term	O
is	O
taken	O
for	O
fact	O
without	O
critically	O
investigating	O
it	O
.	O
</s>
<s>
Many	O
information	O
professionals	O
would	O
define	O
the	O
term	O
as	O
"	O
digitizing	O
a	O
library	O
or	O
making	O
something	O
into	O
a	O
Google	B-Application
product	O
"	O
.	O
</s>
<s>
Googlization	B-Application
can	O
also	O
mean	O
that	O
ever	O
"	O
increasing	O
amounts	O
of	O
accessible	O
information	O
 [ are ] 	O
available	O
on	O
the	O
Internet	O
;	O
Google	B-Application
makes	O
it	O
easy	O
and	O
convenient	O
to	O
find	O
in	O
one	O
place	O
"	O
;	O
however	O
,	O
Google	B-Application
only	O
makes	O
information	O
which	O
already	O
exists	O
more	O
accessible	O
,	O
rather	O
than	O
creating	O
new	O
information	O
.	O
</s>
<s>
Since	O
2000	O
,	O
media	O
scholars	O
have	O
analyzed	O
and	O
are	O
aware	O
of	O
the	O
impact	O
of	O
Googlization	B-Application
to	O
modern	O
human	O
society	O
.	O
</s>
<s>
Geert	O
Lovink	O
argues	O
against	O
the	O
society	O
's	O
growing	O
dependency	O
on	O
Google	B-Application
search	O
retrieval	O
.	O
</s>
<s>
Richard	O
A	O
.	O
Rogers	O
points	O
out	O
that	O
Googlization	B-Application
connotes	O
media	O
concentration	O
—	O
an	O
important	O
political	O
economy	O
style	O
critique	O
of	O
Google	B-Application
's	I-Application
taking	O
over	O
of	O
one	O
service	O
after	O
another	O
online	O
;	O
Liz	O
Losh	O
also	O
claims	O
that	O
the	O
Googlization	B-Application
of	O
the	O
BNF	O
has	O
brought	O
considerable	O
public	O
attention	O
in	O
major	O
magazine	O
and	O
newspapers	O
in	O
France	O
.	O
</s>
<s>
The	O
Googlization	B-Application
of	O
Everything	O
,	O
a	O
book	O
published	O
in	O
March	O
2011	O
by	O
Siva	O
Vaidhyanathan	O
,	O
provides	O
a	O
critical	O
interpretation	O
of	O
how	O
Google	B-Application
is	O
disrupting	O
culture	O
,	O
commerce	O
,	O
and	O
community	O
.	O
</s>
<s>
In	O
Vaidhyanathan	O
's	O
own	O
words	O
"	O
the	O
book	O
will	O
answer	O
three	O
key	O
questions	O
:	O
What	O
does	O
the	O
world	O
look	O
like	O
through	O
the	O
lens	O
of	O
Google	B-Application
?	O
</s>
<s>
;	O
How	O
is	O
Google	B-Application
's	I-Application
ubiquity	O
affecting	O
the	O
production	O
and	O
dissemination	O
of	O
knowledge	O
?	O
</s>
<s>
Vaidhyanathan	O
defines	O
Googlization	B-Application
as	O
how	O
,	O
"	O
since	O
...	O
the	O
search	O
engine	O
first	O
appeared	O
and	O
spread	O
through	O
word	O
of	O
mouth	O
for	O
a	O
dozen	O
years	O
,	O
Google	B-Application
has	O
permeated	O
our	O
culture	O
....	O
Google	B-Application
is	O
used	O
as	O
a	O
noun	O
and	O
a	O
verb	O
everywhere	O
from	O
adolescent	O
conversations	O
to	O
scripts	O
for	O
Sex	O
and	O
the	O
City.	O
"	O
</s>
<s>
Vaidhyanathan	O
,	O
also	O
has	O
a	O
blog	O
where	O
he	O
documented	O
the	O
development	O
of	O
the	O
book	O
and	O
any	O
developments	O
or	O
news	O
about	O
Googlization	B-Application
and	O
Google	B-Application
in	O
general	O
.	O
</s>
<s>
His	O
basic	O
argument	O
is	O
that	O
we	O
may	O
approve	O
of	O
Google	B-Application
today	O
,	O
but	O
the	O
company	O
very	O
easily	O
could	O
use	O
our	O
information	O
against	O
us	O
in	O
ways	O
that	O
are	O
beneficial	O
to	O
its	O
business	O
,	O
not	O
society	O
.	O
</s>
<s>
The	O
founders	O
of	O
Google	B-Application
have	O
encountered	O
hostility	O
to	O
their	O
enterprise	O
almost	O
since	O
its	O
inception	O
,	O
both	O
in	O
the	O
form	O
of	O
general	O
press	O
criticism	O
and	O
actual	O
legal	O
action	O
.	O
</s>
<s>
Google	B-Application
has	O
been	O
notorious	O
for	O
its	O
use	O
of	O
PageRank	B-Algorithm
,	O
an	O
algorithm	O
used	O
by	O
Google	B-Application
Search	O
to	O
rank	O
websites	O
in	O
their	O
search	O
engine	O
results	O
.	O
</s>
<s>
PageRank	B-Algorithm
is	O
a	O
way	O
of	O
measuring	O
the	O
importance	O
of	O
website	O
pages	O
.	O
</s>
<s>
According	O
to	O
Google	B-Application
:	O
</s>
<s>
"	O
PageRank	B-Algorithm
works	O
by	O
counting	O
the	O
number	O
and	O
quality	O
of	O
links	O
to	O
a	O
page	O
to	O
determine	O
a	O
rough	O
estimate	O
of	O
how	O
important	O
the	O
website	O
is	O
.	O
</s>
<s>
"	O
Despite	O
the	O
pragmatic	O
devotion	O
to	O
the	O
technological	O
virtues	O
of	O
speed	O
,	O
precision	O
,	O
comprehensiveness	O
,	O
and	O
honesty	O
in	O
computer-generated	O
results	O
"	O
Google	B-Application
has	O
on	O
occasion	O
imposed	O
human	O
intervention	O
and	O
judgement	O
,	O
"	O
from	O
within	O
the	O
system	O
,	O
rather	O
than	O
rely	O
on	O
the	O
slow-changing	O
collective	O
judgement	O
of	O
the	O
users.	O
"	O
</s>
<s>
Google	B-Application
also	O
intervened	O
with	O
the	O
PageRank	B-Algorithm
algorithm	I-Algorithm
when	O
pages	O
denying	O
that	O
the	O
slaughter	O
of	O
6million	O
Jews	O
occurred	O
during	O
the	O
Second	O
World	O
War	O
were	O
high	O
first-page	O
results	O
for	O
the	B-Application
Google	I-Application
search	O
"	O
Holocaust	O
"	O
or	O
"	O
Jew	O
"	O
.	O
</s>
<s>
Another	O
controversial	O
event	O
in	O
Google	B-Application
's	I-Application
past	O
occurred	O
in	O
early	O
February	O
2010	O
,	O
when	O
Google	B-Application
deleted	O
years	O
worth	O
of	O
archives	O
from	O
six	O
popular	O
music	O
blogs	O
due	O
to	O
receiving	O
several	O
DMCA	O
notices	O
from	O
music	O
copyright	O
holders	O
alleging	O
that	O
music	O
was	O
being	O
shared	O
illegally	O
.	O
</s>
<s>
Despite	O
Google	B-Application
's	I-Application
general	O
market	O
dominance	O
,	O
some	O
of	O
its	O
offshoots	O
and	O
additional	O
projects	O
have	O
been	O
less	O
than	O
successful	O
.	O
</s>
<s>
Nexus	B-Application
One	I-Application
(	O
direct-to-customer	O
sales	O
)	O
and	O
Google	B-Application
Buzz	I-Application
(	O
social	O
networking	O
site	O
)	O
all	O
encountered	O
problems	O
when	O
they	O
were	O
first	O
established	O
,	O
problems	O
which	O
they	O
are	O
still	O
struggling	O
with	O
.	O
</s>
<s>
Google	B-Application
's	I-Application
corporate	O
mission	O
is	O
"	O
to	O
organize	O
the	O
world	O
’s	O
information	O
and	O
make	O
it	O
universally	O
accessible	O
and	O
useful	O
"	O
.	O
</s>
<s>
Amongst	O
ordinary	O
internet	O
users	O
,	O
Google	B-Application
is	O
viewed	O
fairly	O
favorably	O
as	O
a	O
search	O
tool	O
and	O
as	O
a	O
company	O
in	O
general	O
.	O
</s>
<s>
About	O
82percent	O
of	O
Americans	O
expressed	O
a	O
favorable	O
opinion	O
of	O
Google	B-Application
overall	O
,	O
according	O
to	O
one	O
national	O
survey	O
.	O
</s>
<s>
In	O
late	O
March	O
2010	O
,	O
Google	B-Application
discontinued	O
its	O
local	O
domain	O
for	O
China	O
while	O
continuing	O
to	O
offer	O
their	O
uncensored	O
Hong	O
Kong-based	O
domain	O
.	O
</s>
<s>
Google	B-Application
had	O
initially	O
offered	O
a	O
censored	O
version	O
of	O
their	O
search	O
engine	O
in	O
China	O
.	O
</s>
<s>
Speaking	O
for	O
Google	B-Application
,	O
one	O
of	O
its	O
founders	O
,	O
Sergey	O
Brin	O
,	O
said	O
"	O
One	O
of	O
the	O
reasons	O
I	O
am	O
glad	O
we	O
are	O
making	O
this	O
move	O
in	O
China	O
is	O
that	O
the	O
China	O
situation	O
was	O
really	O
emboldening	O
other	O
countries	O
to	O
try	O
and	O
implement	O
their	O
own	O
firewalls.	O
"	O
</s>
<s>
When	O
Google	B-Application
went	O
public	O
in	O
2004	O
,	O
founders	O
Larry	O
Page	O
and	O
Sergey	O
Brin	O
promised	O
Google	B-Application
would	O
commit	O
to	O
philanthropy	O
by	O
dedicating	O
1%	O
of	O
its	O
profit	O
,	O
1%	O
of	O
its	O
equity	O
,	O
and	O
its	O
employees	O
 '	O
time	O
to	O
charitable	O
effort	O
,	O
including	O
Google.org	O
.	O
</s>
<s>
Page	O
wrote	O
investors	O
that	O
Google	B-Application
's	I-Application
philanthropy	O
could	O
someday	O
"	O
eclipse	O
Google	B-Application
itself	O
in	O
terms	O
of	O
overall	O
world	O
impact.	O
"	O
</s>
