Search Engine's Development And Social Responsibility

With fast development of Internet and vast spread of digital technology, people begin to usher the era of surplus information. Search engine has become indispensable tool and media for people to acquire information in social life, achieving its economic value while helping people to find the valuable information needed from the ocean of those ones. Controlling information makes a search engine have the quality of mass media, therefore, search engine must take the double responsibilities of an enterprise and a medium.Search engine influences social ideology and audience's ideological knowledge and values by commanding and integrating information. Creating huge commerce values, It hampers searching results driven by interests, opens the door to websites with the vulgar, invades general public's legal rights and interests, which become hot spots that warn the search engine's future.This Article takes Baidu and Google as examples to analyse the search engine's profit mode, expanding upon Development condition and tech characteristic.Then it analyses search engine's media attribute in vision of communications and expounds the social responsibilities that Search engine should undertake. At last it indicates the ways to deal with the present situation of Search engine's deficiency of social responsibilities:Search engine's self-discipline, Forming and strengthening system of media supervision and laws, improving users' accomplishment and supervision.