From hacking Apple’s software to tracking Safari users or illegally distributing Canadian drugs to the United States, Google’s reputation has taken a tumble, according to recent headlines. As of 2014, Google controls 67.7% of the United States search engines market and owns 31.45% of the global digital ad market, a force that wields immense power.

Google now possesses the capability to manipulate the election outcomes by using a confidential algorithm. But the slightest nuance could lead to rigged search results. Robert Epstein, a senior research psychologist at the American Institute for Behavioral Research and Technology claims the algorithm is changed daily and can be manipulated by even a rogue Google employee.

In a study conducted by Epstein and his team, undecided voters were shown compromised results, presenting one candidate more favorably than the other. This study’s goal was to demonstrate how rigged search results influence undecided voters’ political views.

Within 15 minutes, the “favored” candidate’s favorability increased by  64%. This phenomenon, known as SEME (Search Engine Manipulation Effect), is an alarming development in information technology. In theory, Google can promote whichever candidate will best accommodate the company’s needs to skew the election results.

Despite the company’s  guarantee that its search engine is unbiased, it is definitely possible for Google to play a role in shaping the outcome of the 2016 United States Presidential Election.

by Deeksha Bathini’17