The story of the broccoli recipe
Posted by bngeenen
While reading the Salvo and Rosinski “Information Design” chapter a note that was written by a previous borrower of the book stuck out to me, the note said “F***ING CREEPY” and was written next to a paragraph that describes the following scenario.
“Imagine that a father with children sent the request for “broccoli” into a search engine, and imagine how his results might be improved if the search engine recognized that he was, first of all, at a home computer; such recognition might adjust the parameters of the search. Add that he is searching from a computer located in the kitchen at 5pm, which the terminal knows because all telephony connections are blocked between 6:30pm and 8:00pm by the user’s request. So the database search interface now restricts the search term “broccoli” to recipes that take an hour or less to prepare. The same search from the same place made on another day at 6:00pm would eliminate all the recipes that take longer than 30 minutes to prepare.” p. 123
Image from https://www.thespruceeats.com/sauteed-broccoli-482862
I don’t think we are too far off from this scenario being real. Marketers know more and more about where we are, what we’re searching, buying, researching than ever before. As technology improves, there are more checks and balances being worked into systems to allow users to choose to block access to personal data. But this example illustrates the potential that search engines can, and often are, using information that is readily available (read: collected by the engine itself based on our habits) to provide more relevant search results for users.
Think of sponsored ads for a moment. When was the last time you were reading a news article or browsing the web and had an ad show up that was for a product you’ve been considering purchasing? Earlier I was browsing American Eagle for new fall sweaters. I ended up not purchasing anything, and left the web page. About an hour later I clicked on an article on CNN that was about young voter turnout. And sure enough, the advertisement on my screen was featuring the American Eagle items I had just previously looked at.
Image from CNN.
Because of my browsing history, the advertisers knew that I was looking at American Eagle, was interested in purchasing something, and ultimately didn’t. So I’m the perfect person to show their ad to. To test it, I had my friend pull up the same article to see if she got the same advertisement, she didn’t. Her advertisement was a DSW ad highlighting winter boots.
So is scenario of the broccoli recipe the future? If so, what role will technical communicators have in creating that online space? And how will this changing landscape redefine what a technical communicator is? As Salvo and Rosinski say, “Effective technical communication has never been simply about writing clearly, but rather, about effectively organizing written communication for future reference and application” (p. 123). As the technological world continues to grow how will all this information be managed and what check and balances will be put in place for users to restrict their machines from knowing all the information presented in the broccoli story?
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