Dementia Tax

by | Kindness (↓) | Price (↑) | 0 comment | question

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 farmed

Is mass-produced

Is produced by local cottage industry

Is made to particular specifications

Is craft / hand-made

Is foraged

Is found

Is colonised

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?

nothing

What is it made from?

1. words:

Buying & Owning

Who decides how much it costs?

algorithms, the market

Who or what assesses its quality?

nobody

Where is it sold?

online

Who or what sells it?

Google

How did this thing arrive from where it was made to where you got it?

online

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 valued1
Positive (↑)Price
Negative (↓)Kindness
Overall Positive37
Overall Negative-82
Controversy59.5 (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.

  • Controversy Score:
    (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
show donor's original values
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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.

Conversation

Do you have questions about how this commodity is valued? Or want to talk about your own values in relation to it? Share your comments.

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