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[Update] The shocking answers from Google’s autocomplete feature on sexism

Posted by Marc van Gurp | 20-10-2013 20:00 | Category: Discrimination, Women's Issues



The shocking answers from Google's autocomplete feature on sexism

The use of Google’s autocomplete feature in a social advertising campaign isn’t new. I wrote about the search history based autocomplete two years ago. It was about Romanians.
In this new campaign from UN Women the feature of real suggested search terms is used in the same way. Integrated with a powerful visual.

Campaign creator Christopher Hunt, head of art for Ogilvy & Mather Dubai at Adweek: “This campaign uses the world’s most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web.”

Google users in different countries can get different results. But the tone is the same everywhere.
Try it for yourself.

And try also:

image

Unfortunately Google doesn’t complete the suggestion on “Sexism is” or “Sexism should”.

Hat tip @cassandriablog and @arbiebaguios


UN Women, the shocking answers from Google's autocomplete feature

UN Women, the shocking answers from Google's autocomplete feature

UN Women, the shocking answers from Google's autocomplete feature

UPDATE
Hat tip for Jean Julien for sending this infographic about the number of UN Women in peacekeeping.
The campaign above is basically about gender equality. Also at the UN the ratio is uneven but there are open about and have set goals.
Click infographic to enlarge.

image


Advertiser:
UN Women
Agency:
Ogilvy & Mather Dubai
Source:
Adweek
Keywords:
- -



Comments


Comments about [Update] The shocking answers from Google's autocomplete feature on sexism

It’s strange to put these words into the mouths of women, not men.

Posted by paulius.rymeikis | 21-10-2013 12:31

Comments about [Update] The shocking answers from Google's autocomplete feature on sexism

I don’t think the words are *in* their mouths. The google search is playing the role of duct tape *over* their mouths. It’s a very powerful image for me.

Posted by Lenny | 21-10-2013 18:25

Comments about [Update] The shocking answers from Google's autocomplete feature on sexism

yeah, but these are not freedom of speech type posters. for me it would make more sense to see the same art/copy direction with men in posters.

Posted by paulius.rymeikis | 21-10-2013 21:39

Comments about [Update] The shocking answers from Google's autocomplete feature on sexism

Here are the top three completions for Google.ca on 2013-12-15:

“Women are from venus men are from mars”
“Women are better than men”
“Women are persons”

So we have two foolish but generally inoffensive autocompletions, and one positive one.  Progress?

Posted by David Megginson | 15-12-2013 17:09



My comment



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