𝙴𝙽𝙶 𝟻𝟷𝟻𝟸 | 𝚁𝚎𝚜𝚙𝚘𝚗𝚜𝚎 𝙿𝚘𝚜𝚝 #𝟷𝟶: 𝙰𝚕𝚐𝚘𝚛𝚒𝚝𝚑𝚖𝚜

In Algorithms of Oppression, Noble explains how search engine algorithms are shaped by advertising, marketing and profiting intentions, especially towards marginalized and oppressed groups of people. By doing so, Noble applies discourse analysis of algorithms and scrutinizes major corporations that are profiting from an online base that is fueled by racism and blatant stereotypes. In addition, she further argues that discrimination is embedded within the algorithms used by search engines that consistently profit from the reproduction of digital content that is heavily toned with racism and sexism. Chapter One examines how major corporations, such as Google and Yahoo, control public information that consistently reproduce stereotypes regarding image, race, and trends. Chapter Two further analyzes algorithmic origins to understand how online search engines redistribute contexts of racial stereotypes, which is due to promotional advertisements and publicizing products. Chapter Three discusses the legal aspect of how information can be controlled to eliminate racist discourse. Chapter Four makes a connection with how information is collected and reproduced online to previous discourses of racism in certain public spheres. Chapter Five continues on to discuss about library and information sciences regarding access to archives and classified information. Lastly, Chapter Six summarizes Noble's desire for regulation through articulating how major corporations should be restricted to change their algorithms in order to rear the course towards progressive adjustments with race.

With this intersectional approach, Noble attempts to analyze how capitalism, gender, and race intertwine together in an online algorithmic base that triggers racist notions. In the text, Noble specifically focuses on the presence of Black experiences and identities within the search engine that is powered and run by Google. She emphasizes that racism and sexism are rather perceived as components of the foundation of technology, and that they are not independent from each other.

A passage that I found interesting was on page 10, which states how "algorithms are serving up deleterious information about people, creating and normalizing structural and systemic isolation, or practicing digital redlining, all of which reinforce oppressive social and economic relations" (Noble). In other words, racism somehow takes part in Google's profiteering through Google Search and PageRank, which are both features that are applied by the major corporation.