The Search

The Search


Battelle, John Portfolio, 2005
Price: $99.


As Battelle observes, it seems as though the words “Google” and “search” are now nearly synonymous, for Google is currently the culture’s most prominent declaration of the power of search. Despite its having entered this technological game long after other pioneers, Google offers a radical new approach to Internet technology, and that approach has made it more of a gateway to instant knowledge than any of its rivals.

The Search details the inside story of Google’s beginnings to its current multibillion-dollar triumphs. Framing this report is an illuminating analysis of the past, present, and future of search technology and its already enormous impact on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and almost every other aspect of life and society. It is a far-reaching picture of a world in which “every click can be preserved forever” in what Battelle calls, the Database of Intentions.