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Thanks to the quality results returned by modern search tools, alongside the anonymity of the platform, Google quickly took on a more intimate role in our private lives. A quick search in Google for “Should I…” throws up a range of strange and intimate suggested search fields: from questions of marital harmony and changing career, to Clash lyrics and meditating on the merits of shaving your head, Google has bundled together all aspects of the human experience in a neat and highly intuitive algorithm. Whilst Google maintains that the verb To Google should be used only in relation to their products, the act of Googling has become a catch-all verb for our desire for answers. Interchangeable with “I’ll look that up”, “googling” sates our desire for fast results and a lexical proclivity for efficiency.
Google is often the first stop for every thought we daren’t vocalise, and a port in the storm for our most grave and bizarre worries. Despite beginning life as a search engine, designed to transport the user, Google’s search results create the destination itself. No longer relying on the user to know what they want, Google nourishes a speculative kind of curiosity; Google holds the keys to our most intimate self, playing surrogate doctor, agony aunt, therapist, financial advisor- before we’ve even asked the question.
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