A phrase used by various advertisers on Google's AdWords platform.
Where and how is it used?
In the run up to the UK General Election in June 2017, the phrase 'dementia tax' became a valuable commodity. Google auctions words and phrases to the highest bidder in return for the top spots on its search results pages. Everytime a winning advert is clicked on, Google receives the winning bid. This is a form of linguistic capitalism on which Google's wealth is built.
What did you or someone else pay for it?
Unknown price-per-click. The Conservatives, The Labour Party, The Lib Dems, private individuals with political motives, and finally the charity Alzheimer's Society engaged in a bidding war for exposure on Google.
Why do you want to add it to the museum?
I am concerned that language is being commoditised and politicised in this way. As a charity, the Alzheimer's Society normally rely on free AdWords advertising from Google which is capped at $2 per click. When the political parties weighed in, the price of 'dementia tax' shot up over this threshold, so the Alzheimer's Society had to pay for their informative adverts in order to compete against the advertising budgets of the Tories and Labour.
How was it made?
Is made in a factory
Is produced by local cottage industry
Is made to particular specifications
Is craft / hand-made
Is a service
Materials & Making
Who made or produced your commodity?
we all do as data consumers / producers
Who was paid to make it?
Google, advertisers, not us
What skills does it take to make it?
a very clever idea
Where was it made?
Mountain View, California
What does it cost to make it?
What is it made from?
Buying & Owning
Who decides how much it costs?
algorithms, the market
Who or what assesses its quality?
Where is it sold?
Who or what sells it?
How did this thing arrive from where it was made to where you got it?
Where is it used?
in every digital space connected to Google
Where is it kept?
online, servers, search histories, cookies
How and by whom is it cared for?
Not answered yet
How long will it last?
Not answered yet
Where will it go when it's finished with?
Not answered yet
What is it worth?
what the advertisers will pay
How do you and others value this commodity?
See the values contributed by visitors and those of the donor. And add your own values to this commodity.
|Total times valued||1|
|Controversy||59.5 (0 = most controversial)|
What do these numbers mean?
This data that we have collected over time in our database means nothing without interpretation. A relational database, which we are using here, is technology that enables designers of websites and software to compare, contrast, interrogate and infer relations within data. The act of designing a database is not objective but driven by the agency of its creators and owners.
Within the MoCC Collection data is used to help think through the relations between values, commodities and data. Can we describe our values using sliders and numbers? How do we infer meaning such as controversy from data?
Below is a brief explanation of the some calculations and how these help make decisions about what is shown on the site.
(Total Positive Values) + (Total Negative Values)
The closer the value is to zero the more controversial it is in relation to other commodities. Used to infer that values associated with one commodity divide opinion more than another.
Average Value Score (used in the sliders):
(Total Positive for Value + Total Negative for Value) ÷ Total Times Valued
Used to infer a collective value associated with a commodity.
How do you value this commodity?To add your own values click VALUE THIS COMMODITY and move the sliders left and right to add your own values - then click SUBMIT
Questions and answers
Help to reveal unknown quantities, properties and uses of this commodity by answering this MoCC curator's questions.
There are no questions.