Google from the perspective of deep mediatization: How knowledge of algorithms can impact perceptions

The area of communication has incorporated a growing variety of channels and forms of interaction mediated by new technologies, shortening distances and bringing people together in different contexts. This increase in communication possibilities has also contributed to the consolidation of connection and sociability patterns mediated by digital platforms that concentrate millions of users daily. These platforms not only operate as spaces for interaction, but also as data collection and processing devices, later used for political, ideological and commercial purposes. In these environments, processes such as elections can be influenced by biased search results on Google, and in the commercial environment, advertisers are positioned to offer products at the time and place considered ideal. This article aims to discuss how actions of agents of deep mediatization use Google to shape social, political and commercial practices.