Google Me

This thought-provoking critique delves into Google's influence on knowledge and ethics, revealing deeper implications for culture and democracy in Google Me.

In Google Me, Barbara Cassin presents a witty and incisive critique of the tech giant, examining its claims to organize knowledge and the ethical implications behind its operations. She engages deeply with the notion that Google, often hailed as a champion of cultural democracy, operates without a true understanding of culture or democracy. By leveraging her extensive knowledge of the rhetorical tradition, Cassin dismantles the myth of Google as a benevolent tech company, exposing the philosophical shortcomings and political naïveté that underpin its founding slogans: 'Organize the world’s information' and 'Don’t be evil.'

Cassin's analysis goes beyond mere criticism; she highlights the dangers of equating technological advancement with moral progress. She draws parallels between Google's globalizing mission and the rhetoric employed by American demagogues, suggesting that both operate under a guise of universalism that often masks deeper ethical dilemmas. The book challenges readers to reconsider the assumed benefits of advanced internet technology and the impact of a narrow focus on information as a form of worship.

Through her engaging prose, Google Me encourages a critical examination of how our reliance on big data shapes not only our understanding of knowledge but also our cultural and political landscapes. Cassin warns that as research becomes synonymous with data mining, we risk losing the richness of diverse languages and perspectives, leading to a homogenized global culture defined by an impoverished version of English, or 'Globish.'