When you’ve become a verb, you’re a public good.

Google dominates the internet, it’s got its tentacles in everything. One of the very first things I learned when I started studying development economics and social justice was to be weary of those that control market access: what institutions regulate access to information, information that economic actors need to make informed decisions, and which institutions have the capability in and of themselves to make markets. Google now fits both of these descriptions, which concerns me.
Google’s well known, self-styled reputation is that of a social enterprise, and I will give the company the benefit of the doubt that its activities this year come from a place of wanting to spread access to information so that everyone can participate in the global economy on a more level playing field.
But as Danah Boyd rightly points out on her blog “Apophenia,” utilities get regulated because utilities control access to public goods. Boyd’s post is actually about regulating Facebook, but her point stands. She accurately contends that legislating something like internet based technology is very difficult because the medium changes so quickly-- it’s hard to regulate a dynamic entity because by the time the legislation is drafted, negotiated, redrafted, and passed, it’s become obsolete. Witness the UK’s bass ackwards Digital Economy Act.
But, she points out, “We like the threat of regulation and we hope that it will keep things at bay without actually requiring stupidity.”
Facebook has now shifted gears, pulled back, and responded to its users with clearer, more transparent privacy controls. Is Facebook a social enterprise? probably. Is it a market maker? in a way. Is it a gatekeeper? absolutely.
I want to argue that it’s the responsibility of companies, especially those that believe themselves to be first and foremost social enterprises, to self-regulate. When companies like Facebook and Google, get so large and are so inter-active and multifaceted, they need to think of themselves as more than social enterprises, than money making organizations, they become public goods and with that comes certain responsibilities which might include (I’m floating this:) refraining from activities that it might otherwise undertake if it was solely an enterprise.
Before I get into the things that Google’s been up to that I think warrant this self-examination, I want to remind you of Google’s business model, ironically explained by Cory Doctorow at Google UK late last year:
“I remember when Google bought Blogger, and no one could really figure out why they’d done it, and I asked around and I was writing for Business 2.0 then and I talked to a lot of people on and off the record and there were a couple of answers that really wrung true for me about why Google had bought Blogger...that generally speaking, the more people used the internet, the more money people would make, right? Google had a business model that was based on Internet use going up and Google’s income going up at the same time. They had figured that out. That’s what a digital business looks like. It’s not a business that relies on the totally ahistorical and vastly improbable proposition that internet use will decline.”
The public good argument:
An interesting article from the FT earlier in the year made the case that Google is like a public utility company. Public utilities provide for the up-keep of non-exclusive (you can’t keep someone from using it) and finite goods; by definition, these are public goods.
So here’s a few things that Google’s been up to this year that have made the back of my neck-tingle:
NPR’s Marketplace (18 March 2010) and Wired UK (4.10 issue) reported on Google’s newest form of revenue, campaign advising. Google, it seems, now has a political adverts unit. And according to Marketplace’s story, the newly elected Senator Scott Brown owes his victory, in part, to Google Ads.
Peter Greenberger, Google’s political advertising director told Marketplace,
“There are over a half-a-million elected officials in the United States. We think that every single elected official could benefit from using Google AdWords to communicate with their voters.”
The Brown campaign reportedly spent upwards of $250,000. There’s no information how much David Cameron will be spending. Wired UK reports that the Tories will also be paying into Google’s Adwords. If Google wants to allow candidates access to voters, fine. But it’s the excludability bit that’s got me.
Should Google be participating like this in politics?
Campaign spending has always been an electric issue in US politics. The US Supreme Court ruling earlier this year that corporations, when it comes to campaign donations, are like people has sparked fury amongst progressives. In the cultural mythology surrounding American democracy, you had ought to be able to come from nothing and run for the Presidency. But the reality is that campaign spending determines elections. And now corporations have a greater ability to have more political sway than before.
In context, what if we think of Google like media (market maker, less public utility)? For my British readers, US media large enough to command national attention haven’t taken sides in elections (explicitly) since before World War II (it’s that whole illusion of an unbiased media Americans like to keep). To declare support (overtly) for a candidate is unheard of. Private companies are free to do what they like, to donate to campaigns, and back candidates. Likewise, campaigns could purchase adverts in newspapers.
But Google is providing an advisory service, almost like a marketing agency. And Google is more pervasive, more a part of everyday life than newspapers (media outlet, if you like).
There is something intensely unsettling about Google advising political campaigns on advertising and selling Adwords and search engine results to political campaigns. No it’s not out and out endorsement, and they are being paid but the internet is a public good in a way the newspaper is not. And Google is such a norm of the internet that it’s like infrastructure.
Returning to our definition of a public good:
Non-exclusive: search engine, internet
Finite: Google, the FT article notes, has 80-90% of the online ad market.
Google is expanding into clean energy, even advocating for it. Which in and of itself is great, especially as Google is a market maker. Google.org and The Climate Group recently led a 45 strong company letter to Obama that advocates for green energy. And while this is fantastic, the companies on that list are large telecoms-- data gatekeepers. Google is making big investments in clean energy, and one day soon we’ll be able to monitor our energy use and even control it via the internet, no doubt through a Google branded energy service.
I’m moving soon. It occured to me when I went off to Copenhagen last December that I pretty much had everything with me that I needed: my Macbook Pro, my iPhone, and all my digi-journa gear. The ‘stuff’ in my flat, and it’s mostly books and unseasonal clothes, I really don’t need. The only valuable things I have are my digi-journa kit, but it occurs to me my Macbook and all my cameras are just mediums for my data. And my data is mostly in digital land now.
Who controls my data? Me? Or the services that currently host it?
Google needs to have the public good conversation, especially now that it looks like Google is one of the first market movers to Africa. This conversation should be public. I recommend a livestreamed debate panel, several in fact, followed by a lot of blogging, tweeting, and facebook campaigns to keep them in check.
I’ve been reading a lot of Umair Haque lately, he’s become a favorite. I like his “Betterness” for business model. Under this model, I don’t think it’s unreasonable to imply that companies will legitimately and effectively be able to self-regulate in the near future. (Calm down, not saying government shouldn’t regulate at all, I like government regulation, I’m just saying) In an age of social media and new found stress on social responsibility, business betterness strategy will hopefully be able to check problems before lawsuits become necessary. Google (and Facebook) seem to be leading the way.