Document (#34205)

Author

cw

Title

¬Die Google-Falle

Source

CD-Info. 2008, H.8, S.60-61

Year

2008

Abstract

Kaum ein Internetnutzer kommt heutzutage ohne Google aus. Ob als Startseite eingerichtet, als Suchinstrument frequentiert, als Webmail-Account geführt, als Kalender genutzt oder zur Routenplanung verwendet. Kaum eine Online-Funktion wird vom Internetriesen nicht angeboten. Und während andere Monopolisten und Großfirmen oft nicht den besten Ruf in der Bevölkerung innehaben, ist es bei Google beinahe umgekehrt. Jeder scheint Google zu schätzen und findet das Unternehmen attraktiv, modern und transparent. Doch ist das alles nur Fassade?

Content

"Einer der ersten Journalisten, der sich kritisch mit Google auseinander gesetzt hat, ist Gerald Reischl. Er hinterfragte gängige Praktiken Googles, analysierte Fakten und wertete Stellungsnahmen aus, so dass er zum Schluss kam, dass Google "die unkontrollierte Weltmacht im Internet ist". Zu seinem Buch, "Die Google Falle", meint Reischl, "Das Buch soll zur Bewusstseinsbildung beitragen und aufzeigen, in welchem Zwiespalt Internet-Nutzer leben, welche Versäumnisse Europa gemacht hat und worauf wir achten sollten, wenn wir das Internet für unsere Zwecke nutzen." Datensammlung Worin liegt aber die Gefahr von Google? Alleine die Fakten, dass Google der eifrigste Datensammler der Welt ist und rund 2.000 Patente, unter anderem auf Methoden, wie User verfolgt, analysiert und kategorisiert werden können, besitzt, lassen schon Gefahrenherde erahnen. Das Einsammeln von Daten wird Google dabei leicht gemacht, wendet das Unternehmen doch den "Gratis Trick" an. Denn fast alle Google-Dienste sind kostenlos zu nutzen. Als Gegenzug beschafft sich Google Informationen. Schließlich gibt der Internetuser mit jeder Suchanfrage, jedem Mail oder jeder Routenplanung Informationen von sich preis, die Google helfen, den User zu analysieren und so die Werbeeinnahmen und Profite zu erhöhen. Auf der anderen Seite versteht Google dieses Sammeln von Informationen aber auch als Dienst an dem User. Insbesondere für den Suchalgorithmus kann es von Bedeutung sein, mehr über den Nutzer zu wissen, um ihn mit den besten Suchtreffern zu "entschädigen". Vor allem in Zeiten des semantischen Webs sollen auch die Suchergebnisse in Zukunft personalisiert werden. Ein diesbezügliches Patent ("Programmable Search Engine", kurz PSE) wurde bereits eingereicht.
Aber auch die anderen Dienste sind fleißig am Analysieren. Zum Beispiel scannt Google Mail gesendete und empfangene Nachrichten, um anhand des Inhalts zielgerichtete Werbung zu schalten. Und mit iGoogle, der personalisierten Startseite, Google Calendar und Google Talk wird Pinselstrich für Pinselstrich ein aussagekräftigeres Bild vom User gemalt. Werbemogul Vor allem in den USA ist Google aber auch schon außerhalb des Internets sehr aktiv. Zum Beispiel stieg Google dort bereits in den Werbemarkt für Zeitungen, Radio und Fernsehen ein. Als Steigbügelhalter fungierte ein Patent, das unabhängig vom Medium zielgerichtete Werbung auf Basis von Inhalten serviert. Dabei tritt Google als Berater auf und empfiehlt Unternehmen, wie sie ihren Werbeetat auf die verschiedenen Medien aufteilen sollen. Zudem hat Google mit Google Print Ads schon namhafte Medien-Partner (unter anderem "The New York Times") gewonnen. Der Service bietet dem Kunden die Möglichkeit, online in einer Liste auszuwählen, in welcher Zeitung und in welcher Region er werben will und wie viel Geld er dafür bezahlen möchte. Als Komplettanbieter sorgt Google bei Bedarf sogar für die Gestaltung der Anzeige. Auch der Werbemarkt für Radio und TV - begünstigt durch neue IPTV-Technologien - wird für Google zunehmend interessanter. Ja, und nicht einmal vor Plakatwänden macht Google halt, denn auch diesbezüglich existiert eine Patentlösung."

Footnote

Bezug zu: Reischl, G.: Die Google-Falle: die unkontrollierte Weltmacht im Internet. Wien: Ueberreuter 2008.

Theme

Suchmaschinen

Object

Google

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