TEDxOslo
Andreas Ekström: The moral bias behind your search results
Andreas Ekström: 隱藏在搜尋結果背後的道德偏差
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搜尋引擎已經成為了我們最信任的資訊來源和判斷真偽的標準。然而，我們真的能夠找到毫無偏差的搜尋結果嗎？瑞典作家和記者 Andreas Ekström 認為這在哲學思維上根本就是天方夜譚。在這發人省思的演講裡，他呼籲我們拉近科技和人文之間的距離，提醒我們在每個運算法則背後都隱藏著一套根深蒂固的個人信仰。
Andreas Ekström - Author and journalist
Andreas Ekström describes the power structures of the digital revolution. Full bio
Andreas Ekström describes the power structures of the digital revolution. Full bio
Double-click the English transcript below to play the video.
每當我拜訪一所學校
跟那裡的學生交流
跟那裡的學生交流
00:13
So whenever I visit a school
and talk to students,
and talk to students,
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00:15
I always ask them the same thing:
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我都會問同樣的問題：
00:18
Why do you Google?
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你為什麼用Google？
00:20
Why is Google the search engine
of choice for you?
of choice for you?
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為什麼Google
是你獨愛的搜索引擎？
是你獨愛的搜索引擎？
00:24
Strangely enough, I always get
the same three answers.
the same three answers.
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很奇妙，
答案永遠是這三種。
答案永遠是這三種。
00:27
One, "Because it works,"
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一、因為有用。
00:29
which is a great answer;
that's why I Google, too.
that's why I Google, too.
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的確是不錯的答案，
我也是因此而使用Google的。
我也是因此而使用Google的。
00:32
Two, somebody will say,
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二、有些人會說，
00:34
"I really don't know of any alternatives."
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「我真的不知道還有什麼選擇」
00:37
It's not an equally great answer
and my reply to that is usually,
and my reply to that is usually,
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這不是很好的答案，
我通常這樣回應，
我通常這樣回應，
00:40
"Try to Google the word 'search engine,'
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「試試看用Google搜索
『搜索引擎』
『搜索引擎』
00:42
you may find a couple
of interesting alternatives."
of interesting alternatives."
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你將會找到其他
更有趣的選擇。」
更有趣的選擇。」
00:45
And last but not least, thirdly,
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最後但一樣重要的是，三、
00:47
inevitably, one student will raise
her or his hand and say,
her or his hand and say,
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一定會有學生會舉手說，
00:50
"With Google, I'm certain to always get
the best, unbiased search result."
the best, unbiased search result."
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「透過Google，我很肯定能找到
最好、最沒有偏差的結果」
最好、最沒有偏差的結果」
00:57
Certain to always get the best,
unbiased search result.
unbiased search result.
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肯定能夠找到最好、
最沒有偏差的結果。
最沒有偏差的結果。
01:05
Now, as a man of the humanities,
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學人文學的我，
01:07
albeit a digital humanities man,
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雖然是數位人文學，
01:09
that just makes my skin curl,
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聽到這句話真是令人發毛，
01:11
even if I, too, realize that that trust,
that idea of the unbiased search result
that idea of the unbiased search result
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即便我也發覺到這種信任、
這種無偏差搜尋結果的想法
這種無偏差搜尋結果的想法
01:16
is a cornerstone in our collective love
for and appreciation of Google.
for and appreciation of Google.
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是我們對於Google共同的喜愛
和感激的基礎。
和感激的基礎。
01:20
I will show you why that, philosophically,
is almost an impossibility.
is almost an impossibility.
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我等等會透過哲學思維
證明給你看這句話根本不可能成立。
證明給你看這句話根本不可能成立。
01:24
But let me first elaborate,
just a little bit, on a basic principle
just a little bit, on a basic principle
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但我要事先
稍微闡述每個搜尋查詢背後的
稍微闡述每個搜尋查詢背後的
01:28
behind each search query
that we sometimes seem to forget.
that we sometimes seem to forget.
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基本運作，
這些是我們常常忽略的。
這些是我們常常忽略的。
01:31
So whenever you set out
to Google something,
to Google something,
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每次當你開始用Google查詢，
01:33
start by asking yourself this:
"Am I looking for an isolated fact?"
"Am I looking for an isolated fact?"
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先問問自己：
「我在尋找單一的事實嗎？」
「我在尋找單一的事實嗎？」
01:38
What is the capital of France?
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法國的首都在哪裡？
01:41
What are the building blocks
of a water molecule?
of a water molecule?
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構成水分子的
基本結構是什麼？
基本結構是什麼？
01:43
Great -- Google away.
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很好--用Google搜尋吧！
01:46
There's not a group of scientists
who are this close to proving
who are this close to proving
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不會有一群科學家
有那麼一點點可能證明
有那麼一點點可能證明
01:49
that it's actually London and H30.
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答案是倫敦和H3O的。
01:51
You don't see a big conspiracy
among those things.
among those things.
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這當中沒有什麼陰謀。
01:53
We agree, on a global scale,
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我們大家都同意
01:55
what the answers are
to these isolated facts.
to these isolated facts.
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這些事實的真偽是什麼。
01:58
But if you complicate your question
just a little bit and ask something like,
just a little bit and ask something like,
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但如果你問的問題
稍微複雜一點，像是
稍微複雜一點，像是
02:03
"Why is there
an Israeli-Palestine conflict?"
an Israeli-Palestine conflict?"
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「為什麼以色列
和巴勒斯坦會有衝突？」
和巴勒斯坦會有衝突？」
02:06
You're not exactly looking
for a singular fact anymore,
for a singular fact anymore,
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你要的不只是單一的事實了，
02:09
you're looking for knowledge,
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你要的是知識，
02:11
which is something way more
complicated and delicate.
complicated and delicate.
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是更加複雜也更加細微的東西。
02:14
And to get to knowledge,
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而為了獲得知識，
02:16
you have to bring 10 or 20
or 100 facts to the table
or 100 facts to the table
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你得列出10個、20個
甚至100個事實
甚至100個事實
02:19
and acknowledge them and say,
"Yes, these are all true."
"Yes, these are all true."
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然後承認它們，並且說：
「是的，這些都是事實。」
「是的，這些都是事實。」
02:22
But because of who I am,
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但會因為我是誰，
02:23
young or old, black or white,
gay or straight,
gay or straight,
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是年輕人或老人、黑人或白人、
同性戀或異性戀，
同性戀或異性戀，
02:26
I will value them differently.
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而對它們產生不同評價。
02:27
And I will say, "Yes, this is true,
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然後我會說：「對，這是事實，
02:29
but this is more important
to me than that."
to me than that."
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但我覺得這個比那個重要。」
02:31
And this is where it becomes interesting,
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事情就從這一刻變得精彩，
02:33
because this is where we become human.
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因為這就是我們為何身而為人，
02:35
This is when we start
to argue, to form society.
to argue, to form society.
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我們會因此開始辯論，
而形成一個社會。
而形成一個社會。
02:38
And to really get somewhere,
we need to filter all our facts here,
we need to filter all our facts here,
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要能真正有所進展，
我們首先要篩選手上的資訊，
我們首先要篩選手上的資訊，
02:42
through friends and neighbors
and parents and children
and parents and children
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透過朋友、鄰居、父母、孩子、
02:44
and coworkers and newspapers
and magazines,
and magazines,
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同事和報章雜誌，
02:46
to finally be grounded in real knowledge,
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來取得最終真正的知識，
02:50
which is something that a search engine
is a poor help to achieve.
is a poor help to achieve.
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這種事搜尋引擎很難辦得到。
02:55
So, I promised you an example
just to show you why it's so hard
just to show you why it's so hard
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我剛剛答應你們我會舉例說明為什麼
03:01
to get to the point of true, clean,
objective knowledge --
objective knowledge --
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要獲得真實、純淨、
客觀的知識那麼困難--
客觀的知識那麼困難--
03:05
as food for thought.
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好讓你深思一下。
03:06
I will conduct a couple of simple
queries, search queries.
queries, search queries.
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我來現場搜尋一些簡單的東西。
03:10
We'll start with "Michelle Obama,"
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我們就從「蜜雪兒·歐巴馬」
03:14
the First Lady of the United States.
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美國的第一夫人開始吧。
03:16
And we'll click for pictures.
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我們搜尋圖片。
03:19
It works really well, as you can see.
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正如你所見，效果還不錯。
03:21
It's a perfect search
result, more or less.
result, more or less.
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結果或多或少還算不錯啦。
03:24
It's just her in the picture,
not even the President.
not even the President.
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圖片裡都只有她，
連總統都沒有。
連總統都沒有。
03:27
How does this work?
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背後的運作是如何的呢？
03:29
Quite simple.
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很簡單。
03:31
Google uses a lot of smartness
to achieve this, but quite simply,
to achieve this, but quite simply,
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Google利用不少智慧型功能來
達成這些目的，但簡單來說
達成這些目的，但簡單來說
03:34
they look at two things
more than anything.
more than anything.
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他們主要看兩樣東西。
03:36
First, what does it say in the caption
under the picture on each website?
under the picture on each website?
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首先，每一個網頁上
圖片的標題是什麼？
圖片的標題是什麼？
03:41
Does it say "Michelle Obama"
under the picture?
under the picture?
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圖片底下的標題是否是
「Michelle Obama」？
「Michelle Obama」？
03:43
Pretty good indication
it's actually her on there.
it's actually her on there.
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有的話代表圖中人物應該就是她。
03:46
Second, Google looks at the picture file,
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第二、Google看圖片檔名，
03:48
the name of the file as such
uploaded to the website.
uploaded to the website.
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上傳到網路上的檔名。
03:51
Again, is it called "MichelleObama.jpeg"?
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我們來看看，
檔名是否是MichelleObama.jpeg？
檔名是否是MichelleObama.jpeg？
03:54
Pretty good indication it's not
Clint Eastwood in the picture.
Clint Eastwood in the picture.
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很明顯圖片中不是
克林·伊斯威特(Clint Eastwoood)。
克林·伊斯威特(Clint Eastwoood)。
03:57
So, you've got those two and you get
a search result like this -- almost.
a search result like this -- almost.
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上面那兩項條件會讓你
搜尋到這樣的結果--幾乎啦。
搜尋到這樣的結果--幾乎啦。
04:02
Now, in 2009, Michelle Obama
was the victim of a racist campaign,
was the victim of a racist campaign,
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在2009年的時候，蜜雪兒·歐巴馬
變成一個種族歧視運動的受害者，
變成一個種族歧視運動的受害者，
04:08
where people set out to insult her
through her search results.
through her search results.
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一些人透過搜尋結果來侮辱她。
04:13
There was a picture distributed
widely over the Internet
widely over the Internet
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有一張在網路上廣為流傳的照片，
04:16
where her face was distorted
to look like a monkey.
to look like a monkey.
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照片中她的臉被扭曲成像猴子一樣。
04:18
And that picture was published all over.
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而那張照片到處可見。
04:22
And people published it
very, very purposefully,
very, very purposefully,
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而且這些人真的是故意在上傳，
04:25
to get it up there in the search results.
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為的就是讓它成為搜尋結果。
04:27
They made sure to write
"Michelle Obama" in the caption
"Michelle Obama" in the caption
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他們確保有把
「Michelle Obama」寫入標題裡，
「Michelle Obama」寫入標題裡，
04:30
and they made sure to upload the picture
as "MichelleObama.jpeg," or the like.
as "MichelleObama.jpeg," or the like.
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也確保被上傳的圖片的檔名是
「MichelleObama.jpeg」，或類似的。
「MichelleObama.jpeg」，或類似的。
04:34
You get why -- to manipulate
the search result.
the search result.
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你應該知道為什麼--
為了操縱搜尋結果。
為了操縱搜尋結果。
04:37
And it worked, too.
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結果真的成功了。
04:38
So when you picture-Googled
for "Michelle Obama" in 2009,
for "Michelle Obama" in 2009,
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當你在2009年用Google
搜尋「Michelle Obama」的圖片，
搜尋「Michelle Obama」的圖片，
04:41
that distorted monkey picture
showed up among the first results.
showed up among the first results.
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那張被改成像猴子的圖片
就會出現在結果的前端。
就會出現在結果的前端。
04:44
Now, the results are self-cleansing,
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這些搜尋結果會自動清除，
04:48
and that's sort of the beauty of it,
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這也算是Google的美啦，
04:50
because Google measures relevance
every hour, every day.
every hour, every day.
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因為Google每小時、每天
都在測量結果的相關性。
都在測量結果的相關性。
04:53
However, Google didn't settle
for that this time,
for that this time,
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然而，Google這次並沒有
讓這件事順其自然，
讓這件事順其自然，
04:56
they just thought, "That's racist
and it's a bad search result
and it's a bad search result
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他們想說：「這有種族歧視，
是不好的搜尋結果，
是不好的搜尋結果，
04:59
and we're going to go back
and clean that up manually.
and clean that up manually.
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我們要手動清除掉這些，
05:02
We are going to write
some code and fix it,"
some code and fix it,"
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我們需要寫一些程式把它給弄好。」
05:05
which they did.
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而他們真的做到了。
05:07
And I don't think anyone in this room
thinks that was a bad idea.
thinks that was a bad idea.
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我不認為這裡有人會
覺得這是個餿主意吧。
覺得這是個餿主意吧。
05:11
Me neither.
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對啊，我也不這麼認為。
05:14
But then, a couple of years go by,
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但是，一直到幾年之後，
05:17
and the world's most-Googled Anders,
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世上最多人Google搜尋的昂德史
05:20
Anders Behring Breivik,
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昂德史·北令·布雷維克，
05:23
did what he did.
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做了一件事。
05:24
This is July 22 in 2011,
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那時是2011年7月22日，
05:26
and a terrible day in Norwegian history.
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在挪威歷史上
是慘不忍睹的一天。
是慘不忍睹的一天。
05:29
This man, a terrorist, blew up
a couple of government buildings
a couple of government buildings
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這個人，一個恐怖分子，
炸毀了好幾棟
炸毀了好幾棟
05:33
walking distance from where we are
right now in Oslo, Norway
right now in Oslo, Norway
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離這裡（奧斯陸）不遠的政府機關，
然後再到烏托亞島上
05:36
and then he traveled
to the island of Utøya
to the island of Utøya
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射殺了一群孩子。
05:38
and shot and killed a group of kids.
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05:41
Almost 80 people died that day.
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那天，死了將近80人。
05:44
And a lot of people would describe
this act of terror as two steps,
this act of terror as two steps,
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很多人認為這個惡行是兩部曲，
05:48
that he did two things: he blew up
the buildings and he shot those kids.
the buildings and he shot those kids.
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認為他做了兩件事：炸毀建築物
以及射殺那群孩子。
以及射殺那群孩子。
05:52
It's not true.
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不對。
05:54
It was three steps.
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這件事其實是三部曲。
05:56
He blew up those buildings,
he shot those kids,
he shot those kids,
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他炸毀建築物，
射殺那群孩子，
射殺那群孩子，
05:58
and he sat down and waited
for the world to Google him.
for the world to Google him.
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然後坐下來等待
天下人Google搜尋他。
天下人Google搜尋他。
06:03
And he prepared
all three steps equally well.
all three steps equally well.
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而且他為這三部曲做足了準備。
06:06
And if there was somebody
who immediately understood this,
who immediately understood this,
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如果說有誰馬上明白他的真正用意，
06:09
it was a Swedish web developer,
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那就是一位瑞典網路設計者，
06:10
a search engine optimization expert
in Stockholm, named Nikke Lindqvist.
in Stockholm, named Nikke Lindqvist.
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住在斯德哥爾摩的搜尋引擎最佳化專家，
叫尼克·林德威斯特
叫尼克·林德威斯特
06:14
He's also a very political guy
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他也是個很有政治主見的人，
06:16
and he was right out there
in social media, on his blog and Facebook.
in social media, on his blog and Facebook.
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他剛好就在社群網路上，
瀏覽他的部落格和臉書。
瀏覽他的部落格和臉書。
06:19
And he told everybody,
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他告訴大家，
06:20
"If there's something that
this guy wants right now,
this guy wants right now,
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「這個人現在最想要的是
能夠主宰他自己的形象。
06:23
it's to control the image of himself.
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06:26
Let's see if we can distort that.
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讓我們試著扭曲他的形象。
06:29
Let's see if we, in the civilized world,
can protest against what he did
can protest against what he did
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讓我們嘗試在文明世界裡，
透過他的搜尋結果侮辱他，
來抗議他的惡行。』
來抗議他的惡行。』
06:33
through insulting him
in his search results."
in his search results."
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06:36
And how?
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要怎麼做呢？
06:38
He told all of his readers the following,
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他讓所有的讀者這樣做，
06:40
"Go out there on the Internet,
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「連上網絡
06:42
find pictures of dog poop on sidewalks --
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搜尋一下狗狗在路邊大便的圖片--
06:46
find pictures of dog poop on sidewalks --
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搜尋一下狗狗在路邊大便的圖片--
06:48
publish them in your feeds,
on your websites, on your blogs.
on your websites, on your blogs.
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上傳到你們的發文、網頁、部落格。
06:52
Make sure to write the terrorist's
name in the caption,
name in the caption,
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記得一定要把這位恐怖分子
的名字寫到標題中，
的名字寫到標題中，
06:55
make sure to name
the picture file "Breivik.jpeg."
the picture file "Breivik.jpeg."
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確保圖片檔名是『Breivik.jpeg』
06:59
Let's teach Google that that's
the face of the terrorist."
the face of the terrorist."
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一起來告訴Google
這就是那位恐怖分子的臉孔。」
這就是那位恐怖分子的臉孔。」
07:05
And it worked.
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後來真的成功了。
07:07
Two years after that campaign
against Michelle Obama,
against Michelle Obama,
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繼蜜雪兒·歐巴馬那件事的兩年之後，
07:10
this manipulation campaign
against Anders Behring Breivik worked.
against Anders Behring Breivik worked.
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這次針對昂德史·北令·布雷維克
所發起的操縱運動成功了。
所發起的操縱運動成功了。
07:14
If you picture-Googled for him weeks after
the July 22 events from Sweden,
the July 22 events from Sweden,
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你如果在7月22日後的幾個禮拜，
你在瑞典Google圖片搜尋他的話，
你在瑞典Google圖片搜尋他的話，
07:18
you'd see that picture of dog poop
high up in the search results,
high up in the search results,
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你會看到先出現的都是
狗狗在路邊大便的圖片，
狗狗在路邊大便的圖片，
07:22
as a little protest.
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算是對他小小的討伐。
07:25
Strangely enough, Google
didn't intervene this time.
didn't intervene this time.
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奇怪的是，Google
這次竟撒手閉眼。
這次竟撒手閉眼。
07:30
They did not step in and manually
clean those search results up.
clean those search results up.
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他們沒有介入，
手動把這些搜尋結果清除掉。
手動把這些搜尋結果清除掉。
07:35
So the million-dollar question,
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那我要問你們一個迫切而困難的問題，
07:37
is there anything different
between these two happenings here?
between these two happenings here?
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這兩件事有什麼差別嗎？
07:41
Is there anything different between
what happened to Michelle Obama
what happened to Michelle Obama
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究竟發生在蜜雪兒·歐巴馬身上的事件
跟昂德史·北令·布雷維克的有何差別？
07:44
and what happened
to Anders Behring Breivik?
to Anders Behring Breivik?
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07:46
Of course not.
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當然沒有。
07:48
It's the exact same thing,
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這兩件事根本是一樣的，
07:50
yet Google intervened in one case
and not in the other.
and not in the other.
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但Google並沒有一視同仁。
07:53
Why?
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為什麼？
07:55
Because Michelle Obama
is an honorable person, that's why,
is an honorable person, that's why,
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因為蜜雪兒·歐巴馬德高望重，
07:58
and Anders Behring Breivik
is a despicable person.
is a despicable person.
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而昂德史·北令·布雷維克十惡不赦。
08:02
See what happens there?
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你看到了嗎？
08:03
An evaluation of a person takes place
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有人被斷定其好壞，
08:06
and there's only one
power-player in the world
power-player in the world
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而世上只有一個大玩家
08:10
with the authority to say who's who.
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被賦予權利去判定對錯。
08:13
"We like you, we dislike you.
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「我們喜歡你，我們不喜歡你。
08:15
We believe in you,
we don't believe in you.
we don't believe in you.
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我們相信你，
我們不相信你。
我們不相信你。
08:17
You're right, you're wrong.
You're true, you're false.
You're true, you're false.
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你對，你錯。
你說真話，你說謊。
你說真話，你說謊。
你是歐巴馬，你是布雷維克。」
08:20
You're Obama, and you're Breivik."
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08:22
That's power if I ever saw it.
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這就是權勢。
08:27
So I'm asking you to remember
that behind every algorithm
that behind every algorithm
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所以我在此提醒你在任何運算中
08:30
is always a person,
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都有一個人在背後，
08:32
a person with a set of personal beliefs
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一個擁有自己根深蒂固、
難以動搖的信仰的人。
難以動搖的信仰的人。
08:35
that no code can ever
completely eradicate.
completely eradicate.
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08:37
And my message goes
out not only to Google,
out not only to Google,
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而我的不只是要對Google說，
08:40
but to all believers in the faith
of code around the world.
of code around the world.
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我也想對世上所有
擁有相信某種教條的人說。
擁有相信某種教條的人說。
你必須要釐清
自己的個人偏差。
自己的個人偏差。
08:43
You need to identify
your own personal bias.
your own personal bias.
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08:46
You need to understand that you are human
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你必須明瞭你身而為人
08:48
and take responsibility accordingly.
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然後擔當起相對的責任。
08:51
And I say this because I believe
we've reached a point in time
we've reached a point in time
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我這麼說是因為相信
我們已經到了一個
我們已經到了一個
08:54
when it's absolutely imperative
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必須無可避免地
08:56
that we tie those bonds
together again, tighter:
together again, tighter:
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重新把這些距離拉得更近的時機：
08:59
the humanities and the technology.
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人文跟科技之間的距離。
09:02
Tighter than ever.
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比以前更近。
09:04
And, if nothing else, to remind us
that that wonderfully seductive idea
that that wonderfully seductive idea
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我也相信那誘人的觀念，
09:07
of the unbiased, clean search result
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認為搜尋結果是無偏差、純淨的，
09:10
is, and is likely to remain, a myth.
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只是個天方夜譚，
永遠是個天方夜譚。
永遠是個天方夜譚。
09:13
Thank you for your time.
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謝謝你撥冗聆聽。
09:15
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Andreas Ekström - Author and journalistAndreas Ekström describes the power structures of the digital revolution.
Why you should listen
Andreas Ekström is staff writer at Sydsvenskan, a daily morning paper in Malmö, Sweden.
His passion is educating for digital equality, and he has a vision for a world in which we share the wealth -- not only financially, but also in terms of knowledge and power. Andreas is the author of six books, a columnist and a commentator, and he often lectures and leads seminars on the digital revolution.
Andreas Ekström | Speaker | TED.com