Understanding Media by Understanding Google
I’ve been taking a class on Coursera.com.
The title goes
Understanding Media by Understanding Google !
Google Inc. is one of the key success stories of the Internet era. The company has expanded beyond its original search business through innovation and acquisition to touch the lives of nearly every person who lives life online. Americans spend more than 3,400 hours per year using consumer media, the field where Google’s impact is most profound, and citizens of the world increasingly must understand what the company has wrought not only to manage their offline and online environments, but also to interact and engage successfully with anyone in their professional and personal lives.
In this course from the Medill School at Northwestern University, you will learn how to understand the tactics that modern media companies, journalists, marketers, politicians, technologists, and social networks are using to reach you and affect your behavior. You will learn how to adopt strategies that put them on an even footing with these entities in achieving your own communications goals. Together, we will:
- think about, react to, and write about half a dozen important books about Google;
- read a sampling of newspaper and magazine reportage from Google’s entire history;
- monitor news sites and specialized blogs about the company and its competitors;
- take note of our own usage of Google and other online resources; and
- learn how to anticipate the future impact of the company and its competitors on information consumption, creation, and distribution.
The books in question include the following (unless otherwise noted the links are to print editions, from which you can easily navigate to the e-book versions if you desire):
- What Would Google Do?: Reverse-Engineering the Fastest-Growing Company in the History of the World, by Jeff Jarvis (print)
- What Would Google Do? (e-book via Amazon)
- Googled: The End of the World As We Know It, by Ken Auletta
- In the Plex: How Google Thinks, Works, and Shapes Our Lives, by Steven Levy
- The Filter Bubble: How the New Personalized Web Is Changing What We Read and How We Think, by Eli Pariser
- The Googlization of Everything (and Why We Should Worry), by Siva Vaidhyanathan
- The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, by John Battelle
You are strongly encouraged, but not required, to purchase these books. You will see that the detailed syllabus below contains substantial additional material.
You may note that there may be fewer video lectures in this course than in some online classes you have taken. This design decision was made to give you the time to read and view the background material that is contained in the detailed week-by-week syllabus, covering our important topics in far more depth than we could do in even twice the number of lectures and interviews included. You also will be expected to post in the Coursera discussion forums; the details are contained in the course grading policy.
Weekly themes and assignment deadlines
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The Age of Google; Google and Search (Week of 9/16)
Assessment, due Sept. 30: Quiz 1. The deadline is longer than others so that late enrollees have a chance to catch up.
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Google and News; Google and Books (Week of 9/23)
Assessments, due Sept. 30: Quiz 2, Peer-Graded Homework 1. Peer grading deadline is Oct. 7 at 9 a.m. CDT (UTC -0500).
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Google and Advertising (Week of 9/30)
Assessments, due Oct. 7: Quiz 3 (due 6 a.m. CDT/UTC -0500); Peer-Graded Homework 2 (due 9 a.m. CDT/UTC -0500). Peer grading deadline is Oct. 14 at 9 a.m. CDT (UTC -0500).
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Google and Video (Week of 10/7)
Assessments, due Oct. 14: Quiz 4 (6 a.m. CDT/UTC -0500), Peer-Graded Homework 3 (due 9 a.m. CDT/UTC -0500). Peer grading deadline is Oct. 21 at 9 a.m. CDT (UTC -0500).
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Google and Mobile (Week of 10/14)
Assessments, due Oct. 21: Quiz 5 (6 a.m. CDT/UTC -0500), Peer-Graded Homework 4 (due 9 a.m. CDT/UTC -0500). Peer grading deadline is Oct. 28 at 9 a.m. CDT (UTC -0500).
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Google and Social; Google and Privacy (Week of 10/21)
Assessments, due Oct. 28: Quiz 6 (6 a.m. CDT/UTC -0500), Peer-Graded Homework 5 (due 9 a.m. CDT/UTC -0500). Peer grading deadline is Nov. 4 at 9 a.m. CDT (UTC -0500), and grades will be issued shortly thereafter.
Assigned readings and resources, week by week
Week of Sept. 16, 2013
Week 1, Part I: The Age of Google
Learning objectives:
- Learn about Google’s broad impact on media
- Examine varying points of view
- Analyze the company’s possible motivations for past, present, and future choices
Readings for class:
- Book excerpt: Auletta, “Preface”
- Book excerpt: Jarvis, “WWGD?”
- Book excerpt: Vaidhyanathan, “Preface” and “Introduction”
- Web excerpt from Auletta: http://www.huffingtonpost.com/2009/11/03/googled-exclusive-excerpt_n_343377.html
- Web excerpt from Jarvis: http://buzzmachine.com/2009/01/27/what-would-google-do-on-sale-today/
- AdWeek interview with Vaidhyanathan: http://www.googlizationofeverything.com/2007/10/adweek_profiles_this_project.php
- About Google, in Google’s words: http://www.google.com/about/company/ Explore this section thoroughly.
- “How long will Google’s magic last?”, The Economist, http://www.economist.com/node/17633138 . From 2010; while many details have changed the question remains relevant.
Week 1, Part II: Google and Search
Learning objectives:
- Learn the history of Web search
- Learn how search works at Google today and, in particular, how it is personalized
- Analyze the impact of Google’s search algorithms on media and on the Web itself
Readings and videos for class:
- Book excerpt: Levy, Sections 1 and 2 of Part One, “The World According to Google”
- Book excerpt: Battelle, Chapters 1, 2, and 3
- Book excerpt: Pariser, Introduction
- Book excerpt: Vaidhyanathan, “Google’s Ways and Means”
- If you don’t have access to the book excerpts, watch the three-part, 45-minute documentary “The History of Internet Search and Google” at http://www.zdnet.com/blog/seo/watch-this-documentary-the-history-of-internet-search-and-google/1264
- “How Search Works: From algorithms to answers,” http://www.google.com/insidesearch/howsearchworks/thestory/
- “How Google’s Algorithm Rules the Web,” from Wired, at http://www.wired.com/magazine/2010/02/ff_google_algorithm/all/
- “Google Told to Find New Solution for European Antitrust Row,” The Guardian 8/17/2013, http://www.theguardian.com/technology/2013/jul/17/google-ec-search-antitrust
- “The Filter Bubble TED Talk” (2011), http://www.thefilterbubble.com/ted-talk
Week of Sept. 23, 2013
Week 2, Part I: Google and the News
Learning objectives:
- Learn how Google got interested in news
- Learn about its impact on the news business, on news consumption, and on the profitability of news companies
- Analyze potential avenues through which media companies are asking consumers to pay for news online
Readings for class:
- Book excerpt: Jarvis, “The Google Times”
- Book excerpt: Auletta, “Where Is the Wave Taking Old Media?”
- David Warsh, “The Golden Age of Newspapers: A Short History,” 8/12/2013, http://www.economicprincipals.com/issues/2013.08.12/1528.html
- Jarvis, “Google as the new pressroom,” http://buzzmachine.com/2008/07/10/google-as-the-new-pressroom/
- “You Won’t Be Alone: A View from 1994,” Owen Youngman: http://wp.me/pwsPQ-n
- Explore the “About” section explaining Google News from Google’s perspective:http://www.google.com/intl/en_us/about_google_news.html
- “Google News Turns 10,” http://googlenewsblog.blogspot.com/2012/09/google-news-turns-10.html
- “The Head of Google News on the Future of News,” http://civic.mit.edu/blog/mstem/the-head-of-google-news-on-the-future-of-news
- “Better than Free,” Kevin Kelly: http://www.youtube.com/watch?v=9k08xsjjlNc — or you can choose to read the blog post athttp://www.kk.org/thetechnium/archives/2008/01/better_than_fre.php
Week 2, Part II: Google and Books
Learning objectives:
- Learn why Google both gained support for and met opposition to its Books project
- Analyze its motives and the project’s impact on publishers, authors, and scholars
- Analyze the potential for success of a competing entity, the Digital Public Library of America
Readings and videos for class:
- Book excerpt: Vaidhyanathan, “The Googlization of Knowledge”
- Book excerpt: Levy, “Google.gov”
- Vaidhyanathan,”Google Block” (2011),http://www.slate.com/articles/news_and_politics/jurisprudence/2011/03/google_block.single.html
- 2009 Vaidhyanathan lecture, “Google, Digitization, and the Future of Books,” http://www.youtube.com/watch?v=lIRb9j3yaQo
- Explore the Google Books site, starting at the “About” page: http://books.google.com/intl/en/googlebooks/about/index.html
- Nicholas Carr, “The Library of Utopia,” http://www.technologyreview.com/featuredstory/427628/the-library-of-utopia/
- Read 5 of the 6 tabs in the “About” section (excluding “Jobs”) from the Digital Public Library of America site: http://dp.la/info/
- “Google Sets Up Fund,” The Guardian, http://www.guardian.co.uk/technology/2013/feb/01/google-52m-fund-help-french-publishers
Week of Sept. 30, 2013
Week 3: Google and Advertising
Learning objectives:
- Learn how and why Google started selling advertising and how its methods affected advertisers and consumers
- Learn how search advertising is sold, bought, and placed
- Learn how the measurability and transparency of Google’s Internet ad model affected the traditional media model
- Learn how and why advertisers and media companies collect personal data online
- Analyze the practices and motives of Internet media companies in using the data they have collected
Readings and videos for class:
- Book excerpt: Levy, “Googlenomics,” sections 2, 3, and 4
- Book excerpt: Battelle, “A Billion Dollars, One Nickel at a Time” (key sections begin with “GoTo.com: a new model for the Web”)
- Book excerpt: Auletta, “Messing With the Magic”
- Book excerpt: Vaidhyanathan, “The Googlization of Us”
- Interview with Ken Auletta 12/1/09, http://www.wowowow.com/culture/how-google-has-changed-the-world-a-conversation-with-ken-auletta/
- “The development of search engine marketing,” Section 3 of “Desperately seeking the consumer,”http://firstmonday.org/ojs/index.php/fm/article/view/2008/1883#r3
- Explore as much of Google’s own explanation of AdWords as you can:https://support.google.com/adwords/answer/2497976?hl=en&ref_topic=1713894
- Google Privacy Policy, http://www.google.com/policies/privacy/
- Google Privacy Policy Update video from January 2012, http://www.youtube.com/watch?v=KGghlPmebCY&feature=youtu.be&hd=1
- Wall Street Journal on online shopping, 12/7/2012 (no login required through following method): Navigate tohttp://online.wsj.com/public/page/what-they-know-digital-privacy.html and click on “They Know What You’re Shopping For”
Week of Oct. 7, 2013
Week 4: Google and Video
Learning objectives:
- Learn how and why Google entered and then scaled up the video business through YouTube
- Learn about the intersection of video and search
- Analyze the impact of YouTube on newsgathering, dissemination, consumption, and on the news itself
- Analyze YouTube’s potential for revenue growth through consumer payment
Readings and videos for class:
- Book excerpt: Levy, “Outside the Box”
- Book excerpt: Vaidhyanathan, “Render Unto Caesar”
- Book excerpt: Auletta, portions of “Chasing the Fox,” beginning with the section “Google was boldly making changes….”
- “Streaming Dreams: YouTube turns pro,” The New Yorker, available athttp://www.newyorker.com/reporting/2012/01/16/120116fa_fact_seabrook?currentPage=all
- “Pay to Play,” paidcontent.org 5/11/2013, http://paidcontent.org/2013/05/11/pay-to-play-can-youtube-succeed-with-its-paid-channel-subscription…
- Explore the list of paid YouTube channels at http://www.youtube.com/channels/paid_channels
- Explore the Pew Research Center report “YouTube and News,” available athttp://www.journalism.org/analysis_report/youtube_news
- Watch a portion of the late 2011 Republican presidential debate sponsored by Fox News and Google in Orlando, long enough to see how Google data and citizen questions were used: http://www.youtube.com/watch?v=o0X6RQ2zNEE
- Similarly, Watch a portion the Google+ hangout with Barack Obama, available through http://blogs.reuters.com/anthony-derosa/2012/01/30/president-obama-hangs-out-on-google/
- “How YouTube Should Police Hate Speech,” The New Republic 9/18/12, http://www.newrepublic.com/blog/plank/107404/when-censorship-makes-sense-how-youtube-should-police-hate-speech
Week of Oct. 14, 2013
Week 5: Google and Mobile
Learning objectives:
- Learn about the size, scope, and impact of smartphones on information consumption
- Learn about the implications of distraction for media companies and consumers
- Learn about potential future mobile computing technologies
- Analyze the potential impact of “wearable” computing on media and information consumption
Readings and videos for class:
- Book excerpt: Levy, “Outside the Box,” sections 1 and 2
- Book excerpt: Auletta, “Happy Birthday, Google”
- Joe Kraus, “Slow Tech” (TED talk), http://www.youtube.com/watch?v=EzpX0TLKS9Q
- Nicholas Carr, “Is Google Making Us Stupid?”, http://www.theatlantic.com/magazine/archive/2008/07/is-google-making-us-stupid/306868/
- Nicholas Carr, “A post on the occasion of Facebook’s billionth member,” http://www.roughtype.com/?p=1915
- “The Freight Train that is Android” (from 2011),: http://abovethecrowd.com/2011/03/24/freight-train-that-is-android/
- “Project Glass: One Day,” video from Google, http://www.youtube.com/watch?v=9c6W4CCU9M4
- “How it Feels [Through Glass],” video from Google, http://www.youtube.com/watch?v=v1uyQZNg2vE
- Nicholas Carr, “Head-mounted displays for reality augmentation,” http://www.roughtype.com/?p=2127
- “Apple’s Tim Cook on Wearables,” All Things Digital, http://allthingsd.com/20130528/tim-cook-wearable-computing-has-promise-but-must-be-compelling/
- “Smart Watches Are All Terrible,” Quartz 6/25/2013, http://qz.com/97735/just-one-small-problem-with-smart-watches-theyre-all-terrible/
- “Could the Future of Glass Be Hidden in Moto X?”, C|NET, http://reviews.cnet.com/8301-19736_7-57596624-251/could-the-future-of-glass-and-wearables-be-hidden-…
Week of Oct. 21, 2013
Week 6, Part I: Google and Social
Learning objectives:
- Learn about the evolution of social media, particularly in relationship to the news media
- Learn the differences (some serious, some less so) among several important social media networks
- Learn the differences between social network users and search engine users
- Analyze how Google’s long and uneven history in social media has affected its strategies
- Analyze the goals of Google+ and its intersection with Google’s other media offerings
Readings for class:
- Book excerpt: Levy, “Epilogue: Chasing Taillights”
- Book excerpt: Pariser, “The You Loop”
- “Google+ Arrives,” SearchEngineLand.com, http://searchengineland.com/googles-facebook-competitor-the-google-social-network-finally-arrives. A good summary of the Google+ launch.
- “On this whole ‘Web is dead’ meme,” John Battelle’s Searchblog, 12/12/2011, http://battellemedia.com/archives/2011/12/on-this-whole-web-is-dead-meme.php
- “Announcing 41 Changes to Google+,” http://googleplusproject.blogspot.com/2013/05/new-google-stream-hangouts-and-photos.html. Two years after launch, a raft of changes that demonstrates what has worked and how priorities have changed.
- “Larry Page’s ‘Tidal Wave Moment’?”, John Battelle’s Searchblog, 2/7/2012, athttp://battellemedia.com/archives/2012/02/larry-pages-tidal-wave-moment.php
- Economist Debate on Social Networking, featuring Jeff Jarvis: http://www.economist.com/debate/overview/222. This debate is equally relevant to Part Two of Week Six on privacy and figures prominently in the final homework of the quarter. You should read the opening statements by the moderator, Jarvis, and Keen; browse Jarvis’s rebuttal to Keen; read the closing statements by both; and browse the decision.
Week 6, Part II: Google and Privacy
Learning objectives:
- Learn several definitions of what online privacy is and isn’t
- Learn why Google’s StreetView project raised privacy concerns in several parts of the world
- Learn how personal data is being used to shape U.S. politics at the individual-voter level
- Learn about emerging technologies in data gathering and personal identification
- Analyze the potential uses and misuses of personally identifiable data by companies, individuals, and governments
- Analyze the potential implications of a “consumer privacy bill of rights”
Readings and videos for class:
- Book excerpt: Pariser, “The Public is Irrelevant”
- Book excerpt: Re-read, or skim, Vaidhyanathan, “The Googlization of Us”
- Book excerpt: Re-read, or skim, Pariser’s “Introduction”
- “Welcome to the End of Secrecy” by Jeff Jarvis, published in The Guardian, 9/16/2013, http://www.theguardian.com/commentisfree/2013/sep/06/nsa-surveillance-welcome-end-secrecy
- “What Happens When We Have Computers on Our Faces?”, http://techcrunch.com/2013/06/23/government-spying-is-another-reason-to-slow-down-the-wearable-computing-hype
- Video: “Orwell’s ‘1984’ Seen in 2013 Technology,” 6/13/2013 Bloomberg News interview with Ken Auletta,http://www.youtube.com/watch?v=Q23touF8g4Q
- “European Court Rules You Have No Right to Be Forgotten by Google,” Huffington Post, June 25, 2013http://www.huffingtonpost.com/2013/06/25/eu-court-google_n_3495450.html
- Browse the gallery of Street View images that Google has posted athttp://maps.google.com/intl/en/help/maps/streetview/gallery/index.html . You might even want to take a look at Northwestern’s campus if you have never been here:http://maps.google.com/intl/en/help/maps/streetview/gallery/university-campuses/northwestern-univers…
- “Faces of Facebook: Privacy in the Age of Augmented Reality,” slide presentation athttp://blackhat.com/docs/webcast/acquisti-face-BH-Webinar-2012-out.pdf
- Browse the Web site of CVDazzle, available at http://cvdazzle.com
- “Consumer Data Privacy in a Networked World,” released by Obama administration in February 2012:http://www.whitehouse.gov/sites/default/files/privacy-final.pdf Focus on the executive summary plus Appendices A and B