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Can Google change your vote?

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According to a recent study, the ranking of search engine results influences undecided voters.

Researchers asked a group of undecided voters to rate the likelihood of voting for one candidate over another. Researchers then gave the voters a little time to research the candidates using a search engine. However, the researchers programmed the search engine so that sometimes the top results favored one candidate. When voters were asked to rate the candidates again, voters who saw the skewed search results were more likely to support the favored candidate.

The researchers repeated this process with three different groups: 102 voters in San Diego; 2,100 voters across the U.S.; and 2,150 English speaking voters in India. Each time, higher-ranked search results influenced undecided voters.

The researchers concluded that search engines can significantly impact election outcomes. They suggested that major search engine companies might even choose to change search algorithms to favor certain candidates – an allegation Google was quick to dismiss. Search engines like Google argue that their success relies on providing trustworthy results.

It is important to note that the study in India coincided with a major Indian election, so voters had been exposed to information about the candidates before participating. That exposure significantly decreased the influence of search results on voter preferences. Given the extensive media coverage and campaigning during election seasons, search engine results are just one small piece of a voter’s decision-making process.

Researchers also noted that similar studies that try to sway opinions tend to have short-term affects.  After a few days, the manipulated opinions revert to original opinions.

The study was published August 3 in the Proceedings of the National Academy of Sciences.

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