TEDxOslo
Andreas Ekström: The moral bias behind your search results
Andreas Ekström: El biaix moral dels resultats de cerca
Filmed:
Readability: 3.7
1,550,129 views
Els motors de cerca s'han convertit en les fonts d'informació més fiables, i àrbitres de la veritat. Però es pot obtenir un resultat de cerca sense biaix? L'autor i periodista suec Andreas Ekström defensa que és filosòficament impossible. En aquesta xerrada ens demana que enfortim els lligams entre la tecnologia i les humanitats, i ens recorda que darrera de cada algoritme hi ha una sèrie de creences personals que mai cap codi podrà eliminar.
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.
Quan vaig a una escola
i parlo amb estudiants
i parlo amb estudiants
00:13
So whenever I visit a school
and talk to students,
and talk to students,
0
1087
2493
i sempre els
pregunto el mateix:
pregunto el mateix:
00:15
I always ask them the same thing:
1
3604
2143
"Per què cerqueu a Google?"
00:18
Why do you Google?
2
6754
1434
"Per què el trieu?"
00:20
Why is Google the search engine
of choice for you?
of choice for you?
3
8624
3397
Sempre em donen aquestes raons:
00:24
Strangely enough, I always get
the same three answers.
the same three answers.
4
12855
2552
Primera, "perquè funciona":
00:27
One, "Because it works,"
5
15431
2039
molt bé, jo també
l'utilitzo per això.
l'utilitzo per això.
00:29
which is a great answer;
that's why I Google, too.
that's why I Google, too.
6
17494
2906
Segona, alguns diuen:
00:32
Two, somebody will say,
7
20424
2033
"No conec cap altra alternativa."
00:34
"I really don't know of any alternatives."
8
22481
2640
Aquesta no és tan bona, i
normalment els hi dic:
normalment els hi dic:
00:37
It's not an equally great answer
and my reply to that is usually,
and my reply to that is usually,
9
25708
3128
"Posa 'motor de cerca' a Google,
00:40
"Try to Google the word 'search engine,'
10
28860
1921
i veuràs algunes
bones alternatives."
bones alternatives."
00:42
you may find a couple
of interesting alternatives."
of interesting alternatives."
11
30805
2402
L'última, però no menys important,
00:45
And last but not least, thirdly,
12
33231
2095
és la d'un estudiant,
que aixeca la mà i diu:
que aixeca la mà i diu:
00:47
inevitably, one student will raise
her or his hand and say,
her or his hand and say,
13
35350
3310
00:50
"With Google, I'm certain to always get
the best, unbiased search result."
the best, unbiased search result."
14
38684
5183
"Amb Google m'asseguro sempre
els millors resultats; els més objectius."
els millors resultats; els més objectius."
00:57
Certain to always get the best,
unbiased search result.
unbiased search result.
15
45157
6506
Segur d'obtenir sempre els millors
resultats; els més objectius.
resultats; els més objectius.
Com que sóc d'Humanitats,
01:05
Now, as a man of the humanities,
16
53091
2390
encara que d'Humanitats digitals,
01:07
albeit a digital humanities man,
17
55505
2181
se'm posa la pell de gallina,
01:09
that just makes my skin curl,
18
57710
1738
tot i que sé que aquesta confiança
en la objectivitat
en la objectivitat
01:11
even if I, too, realize that that trust,
that idea of the unbiased search result
that idea of the unbiased search result
19
59472
4886
és un dels pilars
de l'apreci col·lectiu pel Google.
de l'apreci col·lectiu pel Google.
01:16
is a cornerstone in our collective love
for and appreciation of Google.
for and appreciation of Google.
20
64382
3855
Us explicaré per què això és,
filosòficament, impossible.
filosòficament, impossible.
01:20
I will show you why that, philosophically,
is almost an impossibility.
is almost an impossibility.
21
68658
4258
Però primer, parlaré una mica
del principi bàsic
del principi bàsic
01:24
But let me first elaborate,
just a little bit, on a basic principle
just a little bit, on a basic principle
22
72940
3254
darrere de qualsevol cerca,
i que a vegades oblidem.
i que a vegades oblidem.
01:28
behind each search query
that we sometimes seem to forget.
that we sometimes seem to forget.
23
76218
3113
Quan cerqueu a Google
01:31
So whenever you set out
to Google something,
to Google something,
24
79851
2080
pregunteu-vos primer:
"Busco un fet aïllat?"
"Busco un fet aïllat?"
01:33
start by asking yourself this:
"Am I looking for an isolated fact?"
"Am I looking for an isolated fact?"
25
81955
3927
Quina és la capital de França?
01:38
What is the capital of France?
26
86334
3161
Quins són els components
de la molècula de l'aigua?
de la molècula de l'aigua?
01:41
What are the building blocks
of a water molecule?
of a water molecule?
27
89519
2425
Perfecte. Feu servir el Google.
01:43
Great -- Google away.
28
91968
2341
No hi ha cap grup de científics
a punt de demostrar
a punt de demostrar
01:46
There's not a group of scientists
who are this close to proving
who are this close to proving
29
94333
3120
que les respostes són Londres i H3O.
01:49
that it's actually London and H30.
30
97477
1997
No hi ha cap conspiració al darrere.
01:51
You don't see a big conspiracy
among those things.
among those things.
31
99498
2371
01:53
We agree, on a global scale,
32
101893
1533
Estem d'acord, a escala global,
01:55
what the answers are
to these isolated facts.
to these isolated facts.
33
103450
2725
de les respostes
a aquests fets aïllats.
a aquests fets aïllats.
Però si compliquem la cerca
i busquem, per exemple,
i busquem, per exemple,
01:58
But if you complicate your question
just a little bit and ask something like,
just a little bit and ask something like,
34
106199
5302
"Per què existeix el
conflicte Israel-Palestina?"
conflicte Israel-Palestina?"
02:03
"Why is there
an Israeli-Palestine conflict?"
an Israeli-Palestine conflict?"
35
111525
2683
02:06
You're not exactly looking
for a singular fact anymore,
for a singular fact anymore,
36
114978
2640
Ara ja no cerquem
un fet específic,
un fet específic,
ara cerquem coneixement:
02:09
you're looking for knowledge,
37
117642
1833
molt més complicat i delicat.
02:11
which is something way more
complicated and delicate.
complicated and delicate.
38
119499
2578
02:14
And to get to knowledge,
39
122600
1549
Per arribar al coneixement,
agafaríeu 10,
20 ó 100 fets
20 ó 100 fets
02:16
you have to bring 10 or 20
or 100 facts to the table
or 100 facts to the table
40
124173
3031
i diríeu, "són certs".
02:19
and acknowledge them and say,
"Yes, these are all true."
"Yes, these are all true."
41
127228
2976
Però segons qui sóc,
02:22
But because of who I am,
42
130228
1674
jove o vell, blanc o negre,
gay o no,
gay o no,
02:23
young or old, black or white,
gay or straight,
gay or straight,
43
131926
2270
els valoraré de manera diferent.
02:26
I will value them differently.
44
134220
1611
I jo diría: "Sí, això és cert,
02:27
And I will say, "Yes, this is true,
45
135855
1688
però per a mi
és més important que allò."
és més important que allò."
02:29
but this is more important
to me than that."
to me than that."
46
137567
2114
És aquí on comença
a ser interessant,
a ser interessant,
02:31
And this is where it becomes interesting,
47
139705
1990
perquè aquí esdevenim humans.
02:33
because this is where we become human.
48
141719
2146
Perquè comencem a
debatre, a crear la societat.
debatre, a crear la societat.
02:35
This is when we start
to argue, to form society.
to argue, to form society.
49
143889
2996
02:38
And to really get somewhere,
we need to filter all our facts here,
we need to filter all our facts here,
50
146909
3357
I per a arribar a algun lloc
hem de filtrar els fets aquí,
hem de filtrar els fets aquí,
entre amics,
veïns, pares i fills
veïns, pares i fills
02:42
through friends and neighbors
and parents and children
and parents and children
51
150290
2556
i col·legues,
i diaris i revistes
i diaris i revistes
02:44
and coworkers and newspapers
and magazines,
and magazines,
52
152870
2032
fins a arribar
al coneixement real,
al coneixement real,
02:46
to finally be grounded in real knowledge,
53
154926
3080
02:50
which is something that a search engine
is a poor help to achieve.
is a poor help to achieve.
54
158030
4047
que un motor de cerca
no ens pot ajudar a trobar.
no ens pot ajudar a trobar.
Us he promès
un exemple que demostri
un exemple que demostri
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
55
163284
6328
com n'és de difícil arribar
al coneixement real i objectiu...
al coneixement real i objectiu...
03:01
to get to the point of true, clean,
objective knowledge --
objective knowledge --
56
169636
3404
perquè ens faci pensar.
03:05
as food for thought.
57
173064
1468
03:06
I will conduct a couple of simple
queries, search queries.
queries, search queries.
58
174556
3893
Realitzaré dues cerques senzilles.
03:10
We'll start with "Michelle Obama,"
59
178473
4040
Començarem per "Michelle Obama",
la Primera Dama dels Estats Units.
03:14
the First Lady of the United States.
60
182537
1804
Cliquem per a veure imatges.
03:16
And we'll click for pictures.
61
184365
1729
Funciona força bé, com veieu.
03:19
It works really well, as you can see.
62
187007
2272
És una cerca perfecta,
més o menys.
més o menys.
03:21
It's a perfect search
result, more or less.
result, more or less.
63
189303
3028
Només surt ella a les fotos,
ni tan sols apareix el President.
ni tan sols apareix el President.
03:24
It's just her in the picture,
not even the President.
not even the President.
64
192355
2750
03:27
How does this work?
65
195664
1313
Com funciona això?
Molt senzill.
03:29
Quite simple.
66
197837
1372
Google empra l'intel·ligència
però simplement
però simplement
03:31
Google uses a lot of smartness
to achieve this, but quite simply,
to achieve this, but quite simply,
67
199233
3215
cerca dues coses principals.
03:34
they look at two things
more than anything.
more than anything.
68
202472
2060
03:36
First, what does it say in the caption
under the picture on each website?
under the picture on each website?
69
204556
5156
Primer, què surt
a cada peu de foto?
a cada peu de foto?
03:41
Does it say "Michelle Obama"
under the picture?
under the picture?
70
209736
2215
Diu "Michelle Obama"
a sota de la foto?
a sota de la foto?
03:43
Pretty good indication
it's actually her on there.
it's actually her on there.
71
211975
2356
Un bon indicador perquè
només hi aparegui ella.
només hi aparegui ella.
03:46
Second, Google looks at the picture file,
72
214355
2386
Segon, Google cerca,
l'arxiu de la imatge,
l'arxiu de la imatge,
03:48
the name of the file as such
uploaded to the website.
uploaded to the website.
73
216765
3032
el nom de l'arxiu
que han pujat a la web.
que han pujat a la web.
L'arxiu es diu
"MichelleObama.jpeg"?
"MichelleObama.jpeg"?
03:51
Again, is it called "MichelleObama.jpeg"?
74
219821
2669
03:54
Pretty good indication it's not
Clint Eastwood in the picture.
Clint Eastwood in the picture.
75
222839
2922
Bon indicador que en
Clint Eastwood no hi surt a la foto.
Clint Eastwood no hi surt a la foto.
03:57
So, you've got those two and you get
a search result like this -- almost.
a search result like this -- almost.
76
225785
4265
Si teniu això, obtindreu
un resultat com aquest - gairebé.
un resultat com aquest - gairebé.
04:02
Now, in 2009, Michelle Obama
was the victim of a racist campaign,
was the victim of a racist campaign,
77
230074
6603
L'any 2009 la Michelle Obama
va ser víctima d'una campanya racista,
va ser víctima d'una campanya racista,
on la gent l'insultava
mitjançant els resultats de cerca.
mitjançant els resultats de cerca.
04:08
where people set out to insult her
through her search results.
through her search results.
78
236701
4015
04:13
There was a picture distributed
widely over the Internet
widely over the Internet
79
241430
2702
Havia una foto d'ella,
estesa per tota la xarxa,
estesa per tota la xarxa,
04:16
where her face was distorted
to look like a monkey.
to look like a monkey.
80
244156
2644
amb la cara distorsionada
per fer-la semblar un mico.
per fer-la semblar un mico.
04:18
And that picture was published all over.
81
246824
3169
Aquella foto es va publicar
a tot arreu.
a tot arreu.
I la gent la publicava amb
la intenció clara
la intenció clara
04:22
And people published it
very, very purposefully,
very, very purposefully,
82
250017
3761
04:25
to get it up there in the search results.
83
253802
1971
de que anés pujant
en els resultats de cerca.
en els resultats de cerca.
04:27
They made sure to write
"Michelle Obama" in the caption
"Michelle Obama" in the caption
84
255797
2955
S'asseguraven de posar
"Michelle Obama" a la descripció
"Michelle Obama" a la descripció
04:30
and they made sure to upload the picture
as "MichelleObama.jpeg," or the like.
as "MichelleObama.jpeg," or the like.
85
258776
4177
i, de pujar la foto amb
el nom "MichelleObama.jpeg".
el nom "MichelleObama.jpeg".
Ja sabeu per què:
per manipular els resultats de cerca.
per manipular els resultats de cerca.
04:34
You get why -- to manipulate
the search result.
the search result.
86
262977
2367
I va funcionar.
04:37
And it worked, too.
87
265368
1295
04:38
So when you picture-Googled
for "Michelle Obama" in 2009,
for "Michelle Obama" in 2009,
88
266687
2720
Si cercaves "Michelle Obama"
per Google el 2009
per Google el 2009
04:41
that distorted monkey picture
showed up among the first results.
showed up among the first results.
89
269431
3387
la foto del mico deformat surtia
als primers resultats.
als primers resultats.
04:44
Now, the results are self-cleansing,
90
272842
3566
Els resultats s'autonetejen
cosa que forma part
de la bellesa de tot això:
de la bellesa de tot això:
04:48
and that's sort of the beauty of it,
91
276432
1753
04:50
because Google measures relevance
every hour, every day.
every hour, every day.
92
278209
3403
La rellevància es calcula
cada hora, cada dia.
cada hora, cada dia.
Però en aquest cas, Google
no es va conformar amb això,
no es va conformar amb això,
04:53
However, Google didn't settle
for that this time,
for that this time,
93
281636
2714
04:56
they just thought, "That's racist
and it's a bad search result
and it's a bad search result
94
284374
3124
van pensar: "això és
un resultat negatiu i racista,
un resultat negatiu i racista,
04:59
and we're going to go back
and clean that up manually.
and clean that up manually.
95
287522
3135
i l'el·liminarem manualment.
Escriurem un codi
i ho arreglarem."
i ho arreglarem."
05:02
We are going to write
some code and fix it,"
some code and fix it,"
96
290681
2932
I ho van fer.
05:05
which they did.
97
293637
1247
No crec que ningú en aquesta sala
ho trobi malament.
ho trobi malament.
05:07
And I don't think anyone in this room
thinks that was a bad idea.
thinks that was a bad idea.
98
295454
3742
Jo tampoc.
05:11
Me neither.
99
299789
1164
Però, al cap de dos anys
05:14
But then, a couple of years go by,
100
302802
3032
"l'Anders" més cercat a Google,
05:17
and the world's most-Googled Anders,
101
305858
2984
Anders Behring Breivik,
05:20
Anders Behring Breivik,
102
308866
2279
va fer el que tots sabem.
05:23
did what he did.
103
311169
1706
El 22 de juliol del 2011,
05:24
This is July 22 in 2011,
104
312899
2001
va ser un dia horrible
per a Noruega.
per a Noruega.
05:26
and a terrible day in Norwegian history.
105
314924
2649
Aquest terrorista va
fer volar dos edificis del govern
fer volar dos edificis del govern
05:29
This man, a terrorist, blew up
a couple of government buildings
a couple of government buildings
106
317597
3787
05:33
walking distance from where we are
right now in Oslo, Norway
right now in Oslo, Norway
107
321408
2883
a unes passes
d'aquí, a Oslo, a Noruega,
d'aquí, a Oslo, a Noruega,
i va anar fins a l'illa d'Utøya,
05:36
and then he traveled
to the island of Utøya
to the island of Utøya
108
324315
2051
05:38
and shot and killed a group of kids.
109
326390
2223
on va disparar i assassinar
un grup de nanos.
un grup de nanos.
05:41
Almost 80 people died that day.
110
329113
1728
Quasi 80 persones
van morir aquell dia.
van morir aquell dia.
Molts descriurien
aquest acte terrorista
aquest acte terrorista
05:44
And a lot of people would describe
this act of terror as two steps,
this act of terror as two steps,
111
332397
4559
en dues parts: fer volar
els edificis i assassinar els nanos.
els edificis i assassinar els nanos.
05:48
that he did two things: he blew up
the buildings and he shot those kids.
the buildings and he shot those kids.
112
336980
3411
No és veritat.
05:52
It's not true.
113
340415
1165
Van ser tres parts.
05:54
It was three steps.
114
342326
2143
Va fer explotar els edificis,
va disparar als nanos,
va disparar als nanos,
05:56
He blew up those buildings,
he shot those kids,
he shot those kids,
115
344493
2214
05:58
and he sat down and waited
for the world to Google him.
for the world to Google him.
116
346731
3644
i va esperar
que el món el googlegés.
que el món el googlegés.
I va planejar les tres parts
igual de bé.
igual de bé.
06:03
And he prepared
all three steps equally well.
all three steps equally well.
117
351227
2627
I si va haver-hi algú
que ho va entendre,
que ho va entendre,
06:06
And if there was somebody
who immediately understood this,
who immediately understood this,
118
354544
2790
va ser un desenvolupador web suec,
06:09
it was a Swedish web developer,
119
357358
1524
06:10
a search engine optimization expert
in Stockholm, named Nikke Lindqvist.
in Stockholm, named Nikke Lindqvist.
120
358906
3623
un expert en optimització de cerques
d'Estocolm, Nikke Lindqvist.
d'Estocolm, Nikke Lindqvist.
06:14
He's also a very political guy
121
362553
1588
També està ficat en política,
06:16
and he was right out there
in social media, on his blog and Facebook.
in social media, on his blog and Facebook.
122
364165
3276
i en els mitjans socials,
té un blog i Facebook.
té un blog i Facebook.
Va dir a tothom,
06:19
And he told everybody,
123
367465
1206
06:20
"If there's something that
this guy wants right now,
this guy wants right now,
124
368695
2455
"El que aquest vol ara,
és controlar la seva imatge.
06:23
it's to control the image of himself.
125
371174
2459
A veure si la podem distorsionar.
06:26
Let's see if we can distort that.
126
374760
1960
06:29
Let's see if we, in the civilized world,
can protest against what he did
can protest against what he did
127
377490
3977
A veure si el món civilitzat protesta
pel que ha fet i l'insulta
amb els resultats de cerca."
amb els resultats de cerca."
06:33
through insulting him
in his search results."
in his search results."
128
381491
3317
Però com?
06:36
And how?
129
384832
1187
Va dir als seus lectors:
06:38
He told all of his readers the following,
130
386797
2056
06:40
"Go out there on the Internet,
131
388877
1864
"Aneu a Internet,
06:42
find pictures of dog poop on sidewalks --
132
390765
2895
trobeu imatges de caques de gos...
trobeu imatges de caques al carrer...
06:46
find pictures of dog poop on sidewalks --
133
394708
2174
i publiqueu-les al mur,
a les webs, als blogs.
a les webs, als blogs.
06:48
publish them in your feeds,
on your websites, on your blogs.
on your websites, on your blogs.
134
396906
3470
Assegureu-vos d'escriure
el seu nom a la descripció,
el seu nom a la descripció,
06:52
Make sure to write the terrorist's
name in the caption,
name in the caption,
135
400400
2921
anomeneu l'arxiu de foto
'Breivik.jpeg.'.
'Breivik.jpeg.'.
06:55
make sure to name
the picture file "Breivik.jpeg."
the picture file "Breivik.jpeg."
136
403345
4487
Ensenyem-li a Google
com és la cara d'un terrorista."
com és la cara d'un terrorista."
06:59
Let's teach Google that that's
the face of the terrorist."
the face of the terrorist."
137
407856
3801
I va funcionar.
07:05
And it worked.
138
413552
1278
Després de la campanya
07:07
Two years after that campaign
against Michelle Obama,
against Michelle Obama,
139
415853
2898
contra Michelle Obama, la de
Anders Behring Breivik va funcionar.
Anders Behring Breivik va funcionar.
07:10
this manipulation campaign
against Anders Behring Breivik worked.
against Anders Behring Breivik worked.
140
418775
3266
Si cercaves la seva imatge a Google
després del 22 de juliol a Suècia
després del 22 de juliol a Suècia
07:14
If you picture-Googled for him weeks after
the July 22 events from Sweden,
the July 22 events from Sweden,
141
422065
4462
07:18
you'd see that picture of dog poop
high up in the search results,
high up in the search results,
142
426551
4327
trobaves la imatge d'una caca de gos
ben amunt als resultats de cerca,
ben amunt als resultats de cerca,
com a forma de protesta.
07:22
as a little protest.
143
430902
1444
07:25
Strangely enough, Google
didn't intervene this time.
didn't intervene this time.
144
433425
4132
Curiosament,
Google no va intervenir.
Google no va intervenir.
No van entrar per el·liminar
manualment aquells resultats.
manualment aquells resultats.
07:30
They did not step in and manually
clean those search results up.
clean those search results up.
145
438494
4272
La pregunta
del milió de dòlars és:
del milió de dòlars és:
07:35
So the million-dollar question,
146
443964
1716
07:37
is there anything different
between these two happenings here?
between these two happenings here?
147
445704
3368
en què es diferencien
aquests dos casos?
aquests dos casos?
07:41
Is there anything different between
what happened to Michelle Obama
what happened to Michelle Obama
148
449096
3193
En què es diferencia el cas
de la Michelle Obama,
de la Michelle Obama,
del cas de l'Anders Behring Breivik?
07:44
and what happened
to Anders Behring Breivik?
to Anders Behring Breivik?
149
452313
2065
En res.
07:46
Of course not.
150
454402
1284
Són exactament el mateix,
07:48
It's the exact same thing,
151
456861
1471
07:50
yet Google intervened in one case
and not in the other.
and not in the other.
152
458356
2864
però Google només
va intervenir en un cas
va intervenir en un cas
Per què?
07:53
Why?
153
461244
1253
07:55
Because Michelle Obama
is an honorable person, that's why,
is an honorable person, that's why,
154
463283
3300
Perquè Michelle Obama
és honorable, i Anders
Behring Breivik és menyspreable.
Behring Breivik és menyspreable.
07:58
and Anders Behring Breivik
is a despicable person.
is a despicable person.
155
466607
2916
Veieu què passa?
08:02
See what happens there?
156
470142
1535
08:03
An evaluation of a person takes place
157
471701
3255
Es jutja una persona
08:06
and there's only one
power-player in the world
power-player in the world
158
474980
3786
i només hi ha un poderòs
08:10
with the authority to say who's who.
159
478790
2480
amb autoritat per dir qui és qui.
"Ens agrades o no ens agrades."
08:13
"We like you, we dislike you.
160
481882
1741
"Creiem en tu, o no hi creiem."
08:15
We believe in you,
we don't believe in you.
we don't believe in you.
161
483647
2039
"Ets bo, ets dolent.
Vertader, o fals."
Vertader, o fals."
08:17
You're right, you're wrong.
You're true, you're false.
You're true, you're false.
162
485710
2547
"Ets Obama, ets Breivik."
08:20
You're Obama, and you're Breivik."
163
488281
1805
Això és poder,
sense cap dubte.
sense cap dubte.
08:22
That's power if I ever saw it.
164
490791
2000
08:27
So I'm asking you to remember
that behind every algorithm
that behind every algorithm
165
495206
3652
Recordeu que
darrere d'un algoritme
darrere d'un algoritme
sempre hi ha una persona,
08:30
is always a person,
166
498882
1777
08:32
a person with a set of personal beliefs
167
500683
2495
amb una sèrie de creences personals
que no es poden
erradicar amb cap codi.
erradicar amb cap codi.
08:35
that no code can ever
completely eradicate.
completely eradicate.
168
503202
2525
I el meu missatge va
no només a Google,
no només a Google,
08:37
And my message goes
out not only to Google,
out not only to Google,
169
505751
2434
sinó a tots els que creieu en els codis.
08:40
but to all believers in the faith
of code around the world.
of code around the world.
170
508209
2810
Heu d'identificar
els vostres prejudicis.
els vostres prejudicis.
08:43
You need to identify
your own personal bias.
your own personal bias.
171
511043
2976
Heu d'entendre que sou humans
08:46
You need to understand that you are human
172
514043
2013
i actuar en conseqüència.
08:48
and take responsibility accordingly.
173
516080
2491
08:51
And I say this because I believe
we've reached a point in time
we've reached a point in time
174
519891
2938
I us ho dic perquè
hem arribat a un punt
hem arribat a un punt
on és absolutament imperatiu
08:54
when it's absolutely imperative
175
522853
1555
que enfortim aquest vincle:
08:56
that we tie those bonds
together again, tighter:
together again, tighter:
176
524432
3217
entre humanitats i tecnologia.
08:59
the humanities and the technology.
177
527673
2368
Més fort que mai.
09:02
Tighter than ever.
178
530483
1805
I també per recordar-vos que la idea
09:04
And, if nothing else, to remind us
that that wonderfully seductive idea
that that wonderfully seductive idea
179
532312
3339
meravellosa d'un resultat imparcial i net
09:07
of the unbiased, clean search result
180
535675
2668
09:10
is, and is likely to remain, a myth.
181
538367
2767
és, i seguirà sent, un mite.
Gràcies pel vostre temps.
09:13
Thank you for your time.
182
541984
1159
(Aplaudiments)
09:15
(Applause)
183
543167
2432
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