This week’s podcast is a rebroadcast of our episode called “How Much Does Your Name Matter?” (You can download/subscribe at iTunes, get the RSS feed, or listen via the media player above. You can also read the transcript; it includes credits for the music you’ll hear in the episode.)
The gist: a kid’s name can tell us something about his parents — their race, social standing, even their politics. But is your name really your destiny? Read More »
Season 4, Episode 2
When Harvard professor Latanya Sweeney Googled her name one day, she noticed something strange: an ad for a background check website came up in the results, with the heading: “Latanya Sweeney, Arrested?” But she had never been arrested, and neither had the only other Latanya Sweeney in the U.S. So why did the ad suggest so? Thousands of Google searches later, Sweeney discovered that Googling traditionally black names is more likely to produce an ad suggestive of a criminal background. Why? In this episode of Freakonomics Radio, Stephen Dubner investigates the latest research on names. Steve Levitt talks about his groundbreaking research on names, economic status, and race. And University of Chicago economist Eric Oliver explains why a baby named “Cody” is more likely to belong to conservative parents, and why another named “Esme” was probably born to a pair of liberals.
A reader named Desmond Lawrence writes from London with further commentary on our “How Much Does Your Name Matter” podcast — specifically, about Harvard computer scientist Latanya Sweeney‘s research which found that online searches for people with distinctively black names was 25% more likely to produce an ad suggesting the person had an arrest record – regardless of whether that person had actually been arrested:
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So when I was listening to your podcast on “How Much Does Your Name Matter?” I was surprised to hear about Latanya and her story about these Google Ads that were being served.
Now as much as the company Instant Checkmate would like to say that they are not at fault here, I can guarantee that I know what has happened with their AdWords campaign.
When you set up an AdWords campaign you tend to do a fair bit of research. From there you will build a campaign around Broad match, phrase match or even exact match.
You can also do a thing called Dynamic keyword insertion. Now this is where I would suggest that Instant Checkmate went wrong. If you place the Dynamic keyword call code into an ad, it will place the keyword that has called the ad into the ad, thus increasing the effectiveness of the ad.
The Economist takes a look at the software that big companies are using to sort through job applicants. It finds that people who use Chrome and Firefox browsers are better employees, and people with criminal records are suited to work in call centers. One drawback to having a computer sort potential employees is that its algorithms may treat some variables as proxies for race, as discussed in our “How Much Does Your Name Matter?” podcast, in which the Harvard computer scientist Latanya Sweeney found that distinctively black names are more likely to draw ads that offer arrest records. Read More »
Our latest Freakonomics Radio podcast is called “How Much Does Your Name Matter?” (You can download/subscribe at iTunes, get the RSS feed, or listen via the media player above. You can also read the transcript; it includes credits for the music you’ll hear in the episode.)
The gist: a kid’s name can tell us something about his parents — their race, social standing, even their politics. But is your name really your destiny?
The episode draws from a Freakonomics chapter called “A Roshanda By Any Other Name” and includes a good bit of new research on the power of names. It opens with a conversation with NYU sociologist Dalton Conley and his two children, E and Yo. Their names are a bit of an experiment:
CONLEY: Of course it’s hard to separate out cause and effect here until Kim Jong-Un allows me to randomly assign all the names of the North Korean kids…but my gut tells me that it does affect who you are and how you behave and probably makes you more creative to have an unusual name.
Indeed, there is some evidence that a name can influence how a child performs in school and even her career opportunities. There’s also the fact that different groups of parents — blacks and whites, for instance — have different naming preferences. Stephen Dubner talks to Harvard professor Latanya Sweeney about a mysterious discrepancy in Google ads for Instant Checkmate, a company that sells public records. Sweeney found that searching for people with distinctively black names was 25% more likely to produce an ad suggesting the person had an arrest record – regardless of whether that person had ever been arrested. Read More »