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Went to an OII event at the British Library yesterday. As I brought my daughter (7 months) along, I really didn't get to attend a lot of the talks as she was keeping me busy, but I did get to hear about Ms Dewey: she was launched as Microsoft's new "animated search engine" in 2006 (I know, I know, I'm always so behind on this Interweb stuff). It's really a viral marketing campaign designed by McCann-Erickson to get people to use Microsoft's Live.com). Go ahead, click the link and try it out. My first thoughts were: My God, what is she doing?. Am I the only one in the universe who finds this extremely dorky bordering on deeply offensive? This "digital companion" pouts, shows off her cleavage, sashays and generally behaves like a caricature of, I don't know, an actress playing a librarian? I know, I know, it's all meant to be a harmless bit of fun, it's even billed as "the humorous search engine". But doesn't "humorous" usually mean "funny"? What's funny about someone acting like a tech-geek's idea of sexy? Are you sure McCann-Ericsson did this and not some microserfs in a Redmond basement? Why wasn't the blog world up in arms about this? The only reactions I saw were neutral to positive, at the time people seemed to think that a "sexy search engine" was the greatest idea since sliced bread. As we all know, the point of viral marketing is not whether you like it or not, the point is that you pass it on. Sorry about that, but since it was launched two years ago I may just get away with it. Just thought you'd like to know that the "human face" of search is a subservient, caricature dark-skinned woman (or was, two years ago). Can you say "subject position", all you academics out there?