An inquiry into the neutrality of search engines: Developing tools and indicators to compare bias on socially sensitive topics

Abstract

The digital transformation has profoundly reshaped information consumption, with search engines playing a critical role in determining user access to diverse media. Through algorithmic processes, these engines influence content visibility and aggregate news sources, thereby shaping public opinion. As gatekeepers of information, search engines impact the visibility of media outlets, affecting online traffic, revenue, and journalistic diversity. In the context of breaking news and societal issues, search engines facilitate the rapid dissemination of information, often shaping initial narratives. Understanding their role is essential for promoting transparency and ensuring access to a broad spectrum of information. Focusing on movements against police violence, this paper employs an original software tool, initially built to detect bias in search engines, to conduct a comparative analysis across 12 search engines for the terms “Black Lives Matter” and “Justice pour Adama”. Our innovative methodology uncovers biases in information diversity, offering valuable insights into the dynamics that influence the visibility of societal issues.