A comparison of online search engine autocompletion in Google and Baidu

TL;DR

This study compares auto-completion features of Google and Baidu, revealing differences in query modification and highlighting the prevalence of negative suggestions, emphasizing the need for culturally sensitive moderation.

Contribution

It provides a comparative analysis of search auto-completions in two major search engines across different cultural contexts, focusing on content moderation and social implications.

Findings

Differences in query suppression between Google and Baidu

Presence of negative suggestions across social groups

Need for culturally sensitive moderation strategies

Abstract

Warning: This paper contains content that may be offensive or upsetting. Online search engine auto-completions make it faster for users to search and access information. However, they also have the potential to reinforce and promote stereotypes and negative opinions about a variety of social groups. We study the characteristics of search auto-completions in two different linguistic and cultural contexts: Baidu and Google. We find differences between the two search engines in the way they suppress or modify original queries, and we highlight a concerning presence of negative suggestions across all social groups. Our study highlights the need for more refined, culturally sensitive moderation strategies in current language technologies.