If Carl Jung had lived to see Google Search, he might have had a thing or two to say about how its auto suggest function is revealing the Internet’s collective unconscious. For those who don’t know, auto suggest is a handy feature that helps you search when you don’t know what it is you’re searching for. As you type, Google tries to read your mind, offering helpful suggestions based on the letters you have already entered. If, for example, you were to type “the mill” Google might guess you are searching for “the millions” (you were, weren’t you?) and helpfully add the term to a list that appears below the search bar. On the other hand, it might suggest “the million dollar man.” We do, after all, have the technology.
Although it’s not entirely clear how Google generates suggestions, they are at least in part based on searches entered by other users. The more popular a search, the more likely it is to appear at the top of the list of suggestions. At first, this might seem like an innocuous feature, but on closer inspection, it turns out to be a powerful tool for peering into the murky depths of the collective unconscious. How murky, you ask? For a peek into the abyss, head over to autocompleteme (may be NSFW, if you can believe it….), where a team from among the legion of unsung Internet heroes has posted some of the bizarre treasures they have dredged up from Google’s auto suggest.
A quick peek at autocompleteme can tell you a lot about the state of the English-speaking world circa 2009. We’re stupid: “How come… a cupcake is not a mineral?”, paranoid “how to tell… your cat is planning to kill you?” and racist “I am… extremely afraid of Chinese people.” Its pages are full of bizarre, hilarious, and sometimes disturbing searches that are apparently so popular that Google assumes you, too, might find them useful. Of course, any number of the oddest results might just point to song lyrics, elaborate practical jokes, random hipster t-shirt slogans, and Simpsons quotes.
That’s all beside the point, though. Because what makes auto suggest most compelling is not the nonsense results or the unintentional comedy. It’s what it says about the human condition. Every day hundreds of millions of supplicants come to Google, the new Oracle, in search of answers. From innocence ( “how to… kiss”) to despondence (“I w… ant to die.”), they share their fantasies and desires, their deepest fears and anxieties. And every day, Google suggest lets them know they are not alone.