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Abstract

There are companies that create waves and those that ride or are drowned by them. This is a ride on the Google wave, and the fullest account of how it formed and crashed into traditional media businesses. With unprecedented access to Google's founders and executives, as well as to those in media who are struggling to keep their heads above water, Ken Auletta reveals how the industry is being disrupted and redefined. On one level Auletta uses Google as a stand-in for the digital revolution as a whole - and goes inside Google's closed door meetings, introducing Google's notoriously private founders, Larry Page and Sergey Brin, as well as those who work with - and against - them. In "Googled", the reader discovers the 'secret sauce' of the company's success and why the worlds of 'new' and 'old' media often communicate as if residents of different planets. It may send chills down traditionalists' spines, but it's a crucial roadmap to the future of media business: the Google story may well be the canary in the coal mine. "Googled" is candid, objective and authoritative - based on extensive research including in-house at Google HQ. Crucially, it's not just a history or reportage: it's forward-looking. This book is ahead of the curve and, unlike any other Google books, which tend to have been near-histories, somewhat starstruck, to be now out of date or which fail to look at the full synthesis of business and technology.

Content

Messing with the magic -- Starting in a garage -- Buzz but few $'s -- Prepping the Google rocket -- Innocence or arrogance? -- Google goes public -- The new evil empire? -- Chasing the fox -- War on multiple fronts -- Waking the government bear -- Google enters adolescence -- Is old media drowning? -- Compete or collaborate? -- Happy birthday -- Googled -- Where is the wave taking old media? -- Where is the wave taking Google? -- Media maxims.

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Abstract

Few companies in history have ever been as successful and as admired as Google, the company that has transformed the Internet and become an indispensable part of our lives. How has Google done it? Veteran technology reporter Steven Levy was granted unprecedented access to the company, and in this revelatory book he takes readers inside Google headquarters-the Googleplex-to show how Google works. While they were still students at Stanford, Google cofounders Larry Page and Sergey Brin revolutionized Internet search. They followed this brilliant innovation with another, as two of Google's earliest employees found a way to do what no one else had: make billions of dollars from Internet advertising. With this cash cow (until Google's IPO nobody other than Google management had any idea how lucrative the company's ad business was), Google was able to expand dramatically and take on other transformative projects: more efficient data centers, open-source cell phones, free Internet video (YouTube), cloud computing, digitizing books, and much more. The key to Google's success in all these businesses, Levy reveals, is its engineering mind-set and adoption of such Internet values as speed, openness, experimentation, and risk taking. After its unapologetically elitist approach to hiring, Google pampers its engineers-free food and dry cleaning, on-site doctors and masseuses-and gives them all the resources they need to succeed. Even today, with a workforce of more than 23,000, Larry Page signs off on every hire. But has Google lost its innovative edge? It stumbled badly in China-Levy discloses what went wrong and how Brin disagreed with his peers on the China strategy-and now with its newest initiative, social networking, Google is chasing a successful competitor for the first time. Some employees are leaving the company for smaller, nimbler start-ups. Can the company that famously decided not to be evil still compete? No other book has ever turned Google inside out as Levy does with In the Plex.

Content

The world according to Google: biography of a search engine -- Googlenomics: cracking the code on internet profits -- Don't be evil: how Google built its culture -- Google's cloud: how Google built data centers and killed the hard drive -- Outside the box: the Google phone company. and the Google t.v. company -- Guge: Google moral dilemma in China -- Google.gov: is what's good for Google, good for government or the public? -- Epilogue: chasing tail lights: trying to crack the social code.

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Abstract

Aimed at information and communication professionals, scholars and students, Google and the Digital Divide: The Biases of Online Knowledge provides invaluable insight into the significant role that search engines play in growing the digital divide between individuals, organizations, and states. With a specific focus on Google, author Elad Segev explains the concept of the digital divide and the effects that today's online environment has on knowledge bias, power, and control. Using innovative methods and research approaches, Segev compares the popular search queries in Google and Yahoo in the United States and other countries and analyzes the various biases in Google News and Google Earth. Google and the Digital Divide shows the many ways in which users manipulate Google's information across different countries, as well as dataset and classification systems, economic and political value indexes, specific search indexes, locality of use indexes, and much more. Segev presents important new social and political perspectives to illustrate the challenges brought about by search engines, and explains the resultant political, communicative, commercial, and international implications.