Google's algorithm can sway undecided voters by more than 20 percent


Manipulating search engine results can sway undecided voters by 20 percent or more, according to a study from Robert Epstein and Ronald E. Roberston at the American Institute for Behavioral Research and Technology.
Their report shares the findings of five double-blind, randomized controlled experiments involving more than 4,500 voters in America and India:
The results of these experiments demonstrate that (i) biased search rankings can shift the voting preferences of undecided voters by 20 percent or more, (ii) the shift can be much higher in some demographic groups, and (iii) search ranking bias can be masked so that people show no awareness of the manipulation... Given that many elections are won by small margins, our results suggest that a search engine company has the power to influence the results of a substantial number of elections with impunity. [PNAS]
The researchers also found that search engines' influence on voter decisions would be greatest in "countries dominated by a single search engine company" — like, say, the United States, where two out of three searches are performed via Google.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Bonnie Kristian was a deputy editor and acting editor-in-chief of TheWeek.com. She is a columnist at Christianity Today and author of Untrustworthy: The Knowledge Crisis Breaking Our Brains, Polluting Our Politics, and Corrupting Christian Community (forthcoming 2022) and A Flexible Faith: Rethinking What It Means to Follow Jesus Today (2018). Her writing has also appeared at Time Magazine, CNN, USA Today, Newsweek, the Los Angeles Times, and The American Conservative, among other outlets.
-
Critics' choice: Three takes on tavern dining
Feature A second Minetta Tavern, A 1946 dining experience, and a menu with a mission
By The Week US
-
Film reviews: Warfare and A Minecraft Movie
Feature A combat film that puts us in the thick of it and five misfits fall into a cubic-world adventure
By The Week US
-
What to know before lending money to family or friends
the explainer Ensure both your relationship and your finances remain intact
By Becca Stanek, The Week US
-
Biden slams Trump's Social Security cuts
Speed Read In his first major public address since leaving office, Biden criticized the Trump administration's 'damage' and 'destruction'
By Peter Weber, The Week US
-
El Salvador refuses to return US deportee
Speed Read President Nayib Bukele of El Salvador said he would not send back the unlawfully deported Kilmar Ábrego García
By Peter Weber, The Week US
-
Trump says electronics tariff break won't last
Speed Read The tariff exemptions on smartphones, laptops and other electronic devices are temporary, the administration says
By Peter Weber, The Week US
-
Man charged in arson attack on Pennsylvania's Shapiro
Speed Read Governor Josh Shapiro and his family were sleeping when someone set fire to his Harrisburg mansion
By Peter Weber, The Week US
-
White House pushes for oversight of Columbia University
Speed Read The Trump administration is considering placing the school under a consent decree
By Rafi Schwartz, The Week US
-
Supreme Court backs wrongly deported migrant
Speed Read The Trump administration must 'facilitate' the return of wrongfully deported migrant Kilmar Ábrego García from El Salvador, Supreme Court says
By Peter Weber, The Week US
-
Two judges bar war-powers deportations
Speed Read The Trump administration was blocked from using the Alien Enemies Act to deport more alleged Venezuelan gang members
By Peter Weber, The Week US
-
Trump pauses some tariffs but ramps up China tax
Speed Read The president suspended most 'reciprocal' tariffs for 90 days and raised his tariffs for China to 125%
By Rafi Schwartz, The Week US