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Back in 2006, when
Google was just getting into China for the first time, The
New York Times published an inside look at the complicated process
Google was required to follow in order to make sure it was censoring its
search engine in line with Chinese law. The problem is that there is no
real stated law as to what's banned and what's allowed; instead,
sensitive topics would get hashed out in meetings with government
officials termed "wind-blowing meetings," as in, the answer is blowin'
in the wind.
Perhaps Google has learned how to take a hint. It
announced Friday that the Chinese
government has renewed its Internet Content Provider license,
earning it another year of business in China but only after it
agreed to make changes to the way it redirects users to its Hong
Kong Web site, where Web search can be unfiltered under China's "one country, two
systems" approach to Hong Kong.
Google's first solution to
its China problem--which kicked
off in January when Google declared that it no longer intended to
censor search results in China--was to simply move
Chinese-language search to Hong Kong in March. At the time, it
admitted that it didn't know whether or not this would actually work,
with Google
co-founder Sergey Brin citing a "lack of clarity" around what
exactly Google was allowed to do and what it wasn't.
Last week,
Google showed signs that it has figured out how to read the Chinese
government's wishes. When it became clear to Google that the government
didn't like its method of automatically redirecting Google.cn users to
Hong Kong, it changed course, requiring them to actively click through
to a special version of the Google.com.hk site while on Google.cn.
Sure, that was actually the only thing they could do on Google.cn, dominated by one gigantic
hyperlink to the new site, but the requirement that Google.cn visitors
make a decision to click over--rather than having that decision made for
them--was apparently enough to mollify the government.
So
continues Google's odd dance in China. It's a particularly vexing
problem for a company in which just about every decision--including
where to put the soda machines in its offices--is determined by hard
data.
There is no data set that Google can rely on to know
whether or not its approach will appease the Chinese government. There's
no algorithm that determines how government officials will receive
Google's products.
And having provoked an intensely public
showdown with the Chinese government in January, Google must work very
cautiously. To even imply that Google is negotiating with the Chinese
government would be received in some quarters as a betrayal of Google's
principled stand against censorship. Yet, others would consider its
reluctance to take care of its business interests in China as foolhardy,
burning bridges in a country that already is the largest user of the
Internet with less than a third of its population online. It appears
Google has found a way to balance these interests without provoking an
international incident over each development.
"At the end of
the day, we believe Google will be able to maintain a presence in
China," said Gene Munster, a financial analyst with Piper Jaffray that
closely tracks Google's business. "We continue to believe this because
we believe the Chinese government wants to promote social stability and
an outright shutdown of Google would not achieve the goal of stability."
It's not clear, however, whether the price of peace involved giving up
the Google Suggest technology prized by the company and useful for
Chinese-language searchers seeking to avoid entering another character.
Google won't comment on the coincidence, but China started blocking
Google Suggest right around the time Google submitted its license for
renewal and Google now breaks out "Web Search Suggest" as a separate
item on its China availability dashboard. Google Suggest has provoked
China's ire before over criticism that some of the suggestions surfaced
by Google were too pornographic.
With each change to its China
strategy, Google forces itself further into a corner, trapped between
its public pledge to avoid censoring search and its desire to remain
relevant in what will be one of the 21st century's most important
Internet markets. It appears to be holding out hope that laws and mores
will one day change in China.
But until then, charting a course
in China will require Google to play a delicate game of diplomacy,
algorithms be damned. Google's future in China will require it to gauge
the wind not only in the offices of China's information ministers but at
home, in order to know exactly how far it can bend.
There is no
app for that. |