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The bachelor thesis focuses on the impact of search engines on its users, specifically on their choices and preferences in regards of products and people. The higher the web page in the search results is, the higher is its potential of impacting undecided voters. This phenomenon is called "the search engine manipulation effect" and was discovered by Robert Epstein and Ronald Robertson in their recent study. The aim of this work is to introduce the reader with the problem of search engine manipulation effect, explain how it works and what are its possible consequences. The research uses quantitative content analysis to examine the search result pages of eight chosen topics, specifically eight Czech politicians, extracted from the search engine Seznam. Presented results show that certain politicians are favored in the search results more than others and therefore have higher potential to sway undecided voters in the upcoming elections. |
