Since 2000, media scholars have analyzed and are aware of the impact of Googlization to modern human society.[citation needed] Geert Lovink argues against the society's growing dependency on Google search retrieval.[7] Richard A. Rogers points out that Googlization connotes media concentration—an important political economy style critique of Google's taking over of one service after another online;[2] Liz Losh also claims that the Googlization of the BNF has brought considerable public attention in major magazine and newspapers in France.[8]