It’s that time of the year, and I’ve made my annual pilgrimage to the annual conference of the Association of Internet Researchers (AoIR), the single most important highlight of the academic year. This year we’re in Niterói, Rio de Janeiro, and after the local welcomes we start the conference proper with a keynote by the great Marie Santini from NetLab at the Federal University of Rio de Janeiro, who is also a genuine Niterói local. She begins by revisiting the timeline of Internet studies: we have now reached a moment of great rupture (the theme of this year’s conference) …

We begin the next session at the SEASON 2025 conference with a paper by Malte Rödl, whose interest is in how people now use the verb ‘to google’, and what this means about the social status of search engines in knowledge contestation. The term is now well established in most modern dictionaries, across many languages; Malte’s focus is on Swedish, where ‘googla’ is the verb form and therefore easily discoverable in online conversations too.

He gathered data from climate denialism blogs, Swedish-language Twitter, and a Swedish ‘free speech’ online forum on climate change, and examined the term in the contexts …

The final speaker on this first day of the SEASON 2025 conference is Kristofer Söderström, exploring differences between conventional search and the use of ChatGPT as an alternative. For users, practical distinctions between these tools may increasingly blur, considering the embedding of these technologies into each other; users may prefer LLMs because of their turn-based interrogability, though, and trust them more readily because of the convincing way in which results are presented.

How might we research and understand these practices, then? Kristofer’s study examined how Reddit users compare and contrast ChatGPT and Google Search, collecting some 271 threads from r/ChatGPT …

The third speaker in this session at the SEASON 2025 conference is Natalie Tutzer, whose focus is on search engine optimisation (SEO) in the field of healthcare information. Finding reliable healthcare information online is fraught, and academic and non-commercial sources (such as authoritative patient guidelines) often lack visibility compared to material from commercial actors, in part also because many such materials are distributed as the online equivalents of print products – as PDFs – rather than as native Web content.

Can SEO measures make such content more visible online, without adjusting the – iteratively developed and authoritative – content itself …