n this study I compare two Google bombs using Melluci’s (1996) social movement framework. Viewing the Google bombing practice as a social movement provides an informative lens from which to analyze the nature and goals as well as the results of this form of online collective action. The empirical basis for this research relies on analysis of the content and context of Google bomb hyperlinking using an approach informed by Beaulieu’s (2005) notion of sociable hyperlinks. From this study I conclude that the Google bombing practice is an online protest technique not unlike the "media mind bomb" developed by the late Bob Hunter of Greenpeace (2004) fame.

Search engines like Google interpret links to a web page as objective, peer-endorsed and machine-readable signs of value. Links have become the currency of the Web. With this economic value they also have power, affecting accessibility and knowledge on the Web.