TEDxOslo
Andreas Ekström: The moral bias behind your search results
Andreas Ekström: De fordomsfulde søgeresultater
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Søgemaskiner er blevet vores betroede kilder til information og dermed sandhedens ombudsmænd. Men er det overhovedet muligt at opnå et fordomsfrit søgeresultat? Den svenske forfatter og journalist Andreas Ekström argumenterer for, at det er en filosofisk umulighed. I dette tankevækkende foredrag opfordres vi til at forstærke båndet mellem teknologi og humaniora og han minder os om, at bag enhver algoritme findes personlige holdninger som ingen kode helt kan udrydde.
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.
00:13
So whenever I visit a school
and talk to students,
and talk to students,
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Når jeg møder elever
på forskellige skoler,
på forskellige skoler,
00:15
I always ask them the same thing:
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stiller jeg altid samme spørgsmål:
00:18
Why do you Google?
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Hvorfor Googler du?
00:20
Why is Google the search engine
of choice for you?
of choice for you?
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Hvorfor er Google din
foretrukne søgemaskine?
foretrukne søgemaskine?
00:24
Strangely enough, I always get
the same three answers.
the same three answers.
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Underligt nok, får jeg altid
de samme 3 svar.
de samme 3 svar.
00:27
One, "Because it works,"
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1) "Fordi den virker",
00:29
which is a great answer;
that's why I Google, too.
that's why I Google, too.
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som er et udemærket svar;
og også grunden til jeg Googler.
og også grunden til jeg Googler.
00:32
Two, somebody will say,
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2) Nogen siger,
00:34
"I really don't know of any alternatives."
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"Jeg kender ikke nogen alternativer."
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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Det svar er ikke lige så godt,
og min respons er som regel,
og min respons er som regel,
00:40
"Try to Google the word 'search engine,'
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"Prøv at Google ordet 'søgemaskine',
00:42
you may find a couple
of interesting alternatives."
of interesting alternatives."
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du finder muligvis et par
alternativer."
alternativer."
00:45
And last but not least, thirdly,
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3) Sidst men ikke mindst,
00:47
inevitably, one student will raise
her or his hand and say,
her or his hand and say,
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vil en elev række fingeren
i vejret og sige,
i vejret og sige,
00:50
"With Google, I'm certain to always get
the best, unbiased search result."
the best, unbiased search result."
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"Med Google er jeg sikker på
et fordomsfrit resultat."
et fordomsfrit resultat."
00:57
Certain to always get the best,
unbiased search result.
unbiased search result.
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Sikker på altid at få
et fordomsfrit resultat.
et fordomsfrit resultat.
01:05
Now, as a man of the humanities,
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Som et menneske af humaniora,
01:07
albeit a digital humanities man,
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omend en digital humaniora,
01:09
that just makes my skin curl,
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får det mine hår til at rejse sig
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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selv om jeg er klar over at tilliden,
ideen om et objektivt resultat
ideen om et objektivt resultat
01:16
is a cornerstone in our collective love
for and appreciation of Google.
for and appreciation of Google.
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er en hjørnesten i den kollektive
påskønnelse af Google.
påskønnelse af Google.
01:20
I will show you why that, philosophically,
is almost an impossibility.
is almost an impossibility.
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Jeg vil vise Jer hvorfor dette,
rent filosofisk, er nærmest umuligt.
rent filosofisk, er nærmest umuligt.
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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Men lad mig først kort gennemgå
de basale principper
de basale principper
01:28
behind each search query
that we sometimes seem to forget.
that we sometimes seem to forget.
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bag hver søgning, som vi ofte glemmer
01:31
So whenever you set out
to Google something,
to Google something,
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Når du beslutter at Google noget,
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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så spørg dig selv:
"Er det rene fakta jeg leder efter?"
"Er det rene fakta jeg leder efter?"
01:38
What is the capital of France?
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Hvad er hovedstaden i Frankrig?
01:41
What are the building blocks
of a water molecule?
of a water molecule?
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Hvad består et
vandmolekule af?
vandmolekule af?
01:43
Great -- Google away.
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Fint -- Google derudaf.
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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Ingen videnskabsfolk er
tæt på at bevise
tæt på at bevise
01:49
that it's actually London and H30.
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at det er London og H30.
01:51
You don't see a big conspiracy
among those things.
among those things.
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Her findes ingen store
sammensværgelser.
sammensværgelser.
01:53
We agree, on a global scale,
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Hele verden er enige om,
01:55
what the answers are
to these isolated facts.
to these isolated facts.
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hvad svarene på disse
spørgsmål er.
spørgsmål er.
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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Men hvis vi komplicerer det
en smule og spørger,
en smule og spørger,
02:03
"Why is there
an Israeli-Palestine conflict?"
an Israeli-Palestine conflict?"
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"Hvorfor er der en konflikt
mellem Israel og Palæstina?"
mellem Israel og Palæstina?"
02:06
You're not exactly looking
for a singular fact anymore,
for a singular fact anymore,
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Er det ikke længere simpel
fakta du leder efter,
fakta du leder efter,
02:09
you're looking for knowledge,
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i stedet søger du viden,
02:11
which is something way more
complicated and delicate.
complicated and delicate.
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som er langt mere kompliceret
og følsom.
og følsom.
02:14
And to get to knowledge,
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Og for at opnå viden,
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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skal du have 10, 20
eller 100 fakta
eller 100 fakta
02:19
and acknowledge them and say,
"Yes, these are all true."
"Yes, these are all true."
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og kunne sige,
"Ja, disse er alle sande."
"Ja, disse er alle sande."
02:22
But because of who I am,
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Men pga den jeg er,
02:23
young or old, black or white,
gay or straight,
gay or straight,
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ung/gammel, hvid/sort,
homo- eller heteroseksuel
homo- eller heteroseksuel
02:26
I will value them differently.
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vil jeg vægte dem forskelligt.
02:27
And I will say, "Yes, this is true,
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og jeg vil sige, "Ja, det er sandt,
02:29
but this is more important
to me than that."
to me than that."
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men dette er vigtigere".
02:31
And this is where it becomes interesting,
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Og her bliver det interessant
02:33
because this is where we become human.
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det er her vi bliver menneskelige.
02:35
This is when we start
to argue, to form society.
to argue, to form society.
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Det er her vi begynder at debattere.
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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Og for at komme fremad,
må vi filtrere alle fakta,
må vi filtrere alle fakta,
02:42
through friends and neighbors
and parents and children
and parents and children
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gennem venner, naboer,
forældre og børn
forældre og børn
02:44
and coworkers and newspapers
and magazines,
and magazines,
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og kolleger og aviser
og dagblade,
og dagblade,
02:46
to finally be grounded in real knowledge,
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for til sidst at ende med
reel viden,
reel viden,
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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og her en en søgemaskine
en dårlig hjælp
en dårlig hjælp
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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Jeg lovede et eksempel der
viser hvorfor det er så svært
viser hvorfor det er så svært
03:01
to get to the point of true, clean,
objective knowledge --
objective knowledge --
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at nå til et punkt af sand og ren
objektiv viden --
objektiv viden --
03:05
as food for thought.
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som stof til eftertanke.
03:06
I will conduct a couple of simple
queries, search queries.
queries, search queries.
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Jeg vil udføre et par
simple søgninger
simple søgninger
03:10
We'll start with "Michelle Obama,"
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Vi starter med "Michelle Obama,"
03:14
the First Lady of the United States.
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førstedame i USA.
03:16
And we'll click for pictures.
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Og vi vælger billeder.
03:19
It works really well, as you can see.
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Som I kan se fungerer
det rigtig godt.
det rigtig godt.
03:21
It's a perfect search
result, more or less.
result, more or less.
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Det er et perfekt søgeresultat
mere eller mindre.
mere eller mindre.
03:24
It's just her in the picture,
not even the President.
not even the President.
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Det er kun hende på billederne,
end ikke præsidenten.
end ikke præsidenten.
03:27
How does this work?
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Hvordan fungerer det?
03:29
Quite simple.
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Meget simpelt.
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 bruger mange smarte
tricks, men helt enkelt,
tricks, men helt enkelt,
03:34
they look at two things
more than anything.
more than anything.
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kigges der primært på 2 ting.
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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1) Billedets titel på hjemmesiden
03:41
Does it say "Michelle Obama"
under the picture?
under the picture?
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Står der "Michelle Obama" under billedet?
03:43
Pretty good indication
it's actually her on there.
it's actually her on there.
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En ret god indikation på
at hun rent faktisk er motivet.
at hun rent faktisk er motivet.
03:46
Second, Google looks at the picture file,
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2) Google kigger på selv billedfilen,
03:48
the name of the file as such
uploaded to the website.
uploaded to the website.
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dvs. navnet på den fil der er
lagt op på hjemmesiden.
lagt op på hjemmesiden.
03:51
Again, is it called "MichelleObama.jpeg"?
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Igen, hedder det "MichelleObama.jpeg"?
03:54
Pretty good indication it's not
Clint Eastwood in the picture.
Clint Eastwood in the picture.
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Et ret sikkert bevis på
det ikke er Clint Eastwood.
det ikke er Clint Eastwood.
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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Og sådan får du dette
søgeresultat -- næsten.
søgeresultat -- næsten.
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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I 2009 var Michelle Obama
offer for en racistisk kampagne,
offer for en racistisk kampagne,
04:08
where people set out to insult her
through her search results.
through her search results.
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hvor folk forsøgt at håne hende
gennem søgeresultater.
gennem søgeresultater.
04:13
There was a picture distributed
widely over the Internet
widely over the Internet
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Et billede blev spredt på Internet
04:16
where her face was distorted
to look like a monkey.
to look like a monkey.
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hvor hendes ansigt var forvrænget
så hun lignede en abe.
så hun lignede en abe.
04:18
And that picture was published all over.
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Det billede blev offentliggjort overalt.
04:22
And people published it
very, very purposefully,
very, very purposefully,
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Det blev offentliggjort med et
meget tydeligt formål,
meget tydeligt formål,
04:25
to get it up there in the search results.
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at dukke op i søgeresultater.
04:27
They made sure to write
"Michelle Obama" in the caption
"Michelle Obama" in the caption
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De skrev "Michelle Obama" i
billedets titel
billedets titel
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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og navngav filen "MichelleObama.jpeg"
eller lignende.
eller lignende.
04:34
You get why -- to manipulate
the search result.
the search result.
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Alt sammen for at manipulere
med søgeresultater.
med søgeresultater.
04:37
And it worked, too.
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Og det fungerede.
04:38
So when you picture-Googled
for "Michelle Obama" in 2009,
for "Michelle Obama" in 2009,
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Dvs. når man i 2009 Googlede
"Michelle Obama",
"Michelle Obama",
04:41
that distorted monkey picture
showed up among the first results.
showed up among the first results.
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dukkede dette forvrængede
billede op, som et af de første resultater.
billede op, som et af de første resultater.
04:44
Now, the results are self-cleansing,
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Resultaterne er selvrensende,
04:48
and that's sort of the beauty of it,
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og det er det smukke ved det,
04:50
because Google measures relevance
every hour, every day.
every hour, every day.
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fordi Google måler relevans
døgnet rundt hver dag.
døgnet rundt hver dag.
04:53
However, Google didn't settle
for that this time,
for that this time,
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Men Google lod sig ikke
nøje i dette tilfælde,
nøje i dette tilfælde,
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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og tænkte, "Dette er racistisk
og giver et dårligt resultat
og giver et dårligt resultat
04:59
and we're going to go back
and clean that up manually.
and clean that up manually.
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så vi går ind og rydder
op manuelt.
op manuelt.
05:02
We are going to write
some code and fix it,"
some code and fix it,"
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Nu skriver vi noget kode
der fikser det,"
der fikser det,"
05:05
which they did.
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og det gjorde de så.
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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Der er nok ingen her som
synes det var en dårlig ide.
synes det var en dårlig ide.
05:11
Me neither.
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Heller ikke jeg.
05:14
But then, a couple of years go by,
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Men så går der et par år,
05:17
and the world's most-Googled Anders,
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og verdens mest Googlede Anders
05:20
Anders Behring Breivik,
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Anders Behring Breivik,
05:23
did what he did.
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gjorde hvad han gjorde.
05:24
This is July 22 in 2011,
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Det var 22. juli 2011,
05:26
and a terrible day in Norwegian history.
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en forfærdelig dag i Norges historie
05:29
This man, a terrorist, blew up
a couple of government buildings
a couple of government buildings
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Denne mand, en terrorist, sprang
et par regeringsbygninger i luften
et par regeringsbygninger i luften
05:33
walking distance from where we are
right now in Oslo, Norway
right now in Oslo, Norway
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i gåafstand fra vores nuværende
lokation i Oslo, Norge.
lokation i Oslo, Norge.
05:36
and then he traveled
to the island of Utøya
to the island of Utøya
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Så rejste han til øen Utøya
05:38
and shot and killed a group of kids.
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og skød og dræbte en gruppe børn.
05:41
Almost 80 people died that day.
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Næsten 80 mennesker døde den dag.
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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Mange vil beskrive dette
som to terrorhandlinger,
som to terrorhandlinger,
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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at han gjorde 2 forskellige ting:
udløste bomber og skød disse børn.
udløste bomber og skød disse børn.
05:52
It's not true.
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Det er ikke sandt.
05:54
It was three steps.
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Der var 3 handlinger.
05:56
He blew up those buildings,
he shot those kids,
he shot those kids,
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Han sprang bygninger i luften,
skød børnene,
skød børnene,
05:58
and he sat down and waited
for the world to Google him.
for the world to Google him.
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og satte sig derefter ned og
afventede at verden Googlede ham.
afventede at verden Googlede ham.
06:03
And he prepared
all three steps equally well.
all three steps equally well.
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Og han gjorde meget ud af
forberedelserne af alle 3.
forberedelserne af alle 3.
06:06
And if there was somebody
who immediately understood this,
who immediately understood this,
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En person gennemskuede
dette med det samme,
dette med det samme,
06:09
it was a Swedish web developer,
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En svensk webudvikler
06:10
a search engine optimization expert
in Stockholm, named Nikke Lindqvist.
in Stockholm, named Nikke Lindqvist.
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og ekspert i optimering
af søgeresultater, Nikke Lindqvist.
af søgeresultater, Nikke Lindqvist.
06:14
He's also a very political guy
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Han er også meget politisk
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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og var hurtigt ude med en reaktion
på sin blog og på Facebook.
på sin blog og på Facebook.
06:19
And he told everybody,
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Han fortalte alle,
06:20
"If there's something that
this guy wants right now,
this guy wants right now,
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"Hvis der er noget den fyr
ønsker sig lige nu,
ønsker sig lige nu,
06:23
it's to control the image of himself.
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er det at kontrollere sit image.
06:26
Let's see if we can distort that.
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Lad os se om vi kan
forvrænge det.
forvrænge det.
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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Lad os, som en civiliseret verden,
protestere mod hans handlinger
protestere mod hans handlinger
06:33
through insulting him
in his search results."
in his search results."
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med forhånelse af hans søgeresultater."
06:36
And how?
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Og hvordan?
06:38
He told all of his readers the following,
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Han bad sine læsere om følgende,
06:40
"Go out there on the Internet,
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"Gå på Internet,
06:42
find pictures of dog poop on sidewalks --
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find billeder af hundelort --
06:46
find pictures of dog poop on sidewalks --
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find billeder af hundelort --
06:48
publish them in your feeds,
on your websites, on your blogs.
on your websites, on your blogs.
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og placer dem i indlæg,
på Jeres hjemmesider og blogs.
på Jeres hjemmesider og blogs.
06:52
Make sure to write the terrorist's
name in the caption,
name in the caption,
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Skriv navnet på denne terrorist
i billedets titel,
i billedets titel,
06:55
make sure to name
the picture file "Breivik.jpeg."
the picture file "Breivik.jpeg."
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og navngiv filen "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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Lad os fortælle Google at dette
er terroristens ansigt."
er terroristens ansigt."
07:05
And it worked.
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Og det virkede.
07:07
Two years after that campaign
against Michelle Obama,
against Michelle Obama,
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To år efter kampagnen
mod Michelle Obama,
mod Michelle Obama,
07:10
this manipulation campaign
against Anders Behring Breivik worked.
against Anders Behring Breivik worked.
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virkede kampagnen mod
Anders Behring Breivik fint.
Anders Behring Breivik fint.
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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I flere uger efter 22. juli
viste billedsøgninger på ham
viste billedsøgninger på ham
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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alle disse billeder af hundelort
som noget af det første,
som noget af det første,
07:22
as a little protest.
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som en lille protest.
07:25
Strangely enough, Google
didn't intervene this time.
didn't intervene this time.
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Underligt nok, fandt Google
ingen grund til at gribe ind.
ingen grund til at gribe ind.
07:30
They did not step in and manually
clean those search results up.
clean those search results up.
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De gik ikke ind og rensede
søgeresultatet manuelt.
søgeresultatet manuelt.
07:35
So the million-dollar question,
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Det store spørgsmål er
derfor nu,
derfor nu,
07:37
is there anything different
between these two happenings here?
between these two happenings here?
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hvad er forskellen på disse
to kampagner?
to kampagner?
07:41
Is there anything different between
what happened to Michelle Obama
what happened to Michelle Obama
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Er der nogen forskel på hvad
der skete for Michelle Obama
der skete for Michelle Obama
07:44
and what happened
to Anders Behring Breivik?
to Anders Behring Breivik?
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og hvad der skete for
Anders Behring Breivik?
Anders Behring Breivik?
07:46
Of course not.
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Selvfølgelig ikke.
07:48
It's the exact same thing,
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Det er nøjagtig det samme,
07:50
yet Google intervened in one case
and not in the other.
and not in the other.
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alligevel greb Google kun
ind i det ene tilfælde.
ind i det ene tilfælde.
07:53
Why?
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Hvorfor?
07:55
Because Michelle Obama
is an honorable person, that's why,
is an honorable person, that's why,
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Fordi Michelle Obama er en
hæderlig person. Derfor.
hæderlig person. Derfor.
07:58
and Anders Behring Breivik
is a despicable person.
is a despicable person.
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Og Anders Behring Breivik
er en foragtelig person.
er en foragtelig person.
08:02
See what happens there?
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Kan I se hvad der sker?
08:03
An evaluation of a person takes place
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Man evaluerer en person
08:06
and there's only one
power-player in the world
power-player in the world
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og der er kun een magtfuld
spiller i verden
spiller i verden
08:10
with the authority to say who's who.
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med autoritet til at skelne.
08:13
"We like you, we dislike you.
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"Dig kan vi li', dig hader vi.
08:15
We believe in you,
we don't believe in you.
we don't believe in you.
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Dig har vi tillid til,
du er en løgner.
du er en løgner.
08:17
You're right, you're wrong.
You're true, you're false.
You're true, you're false.
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Du har ret, du tager fejl.
Du er sand, du er falsk.
Du er sand, du er falsk.
08:20
You're Obama, and you're Breivik."
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Du er Obama og du er Breivik."
08:22
That's power if I ever saw it.
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Det er ,om noget, magt.
08:27
So I'm asking you to remember
that behind every algorithm
that behind every algorithm
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I bør huske at bag
enhver algoritme
enhver algoritme
08:30
is always a person,
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er der altid et menneske,
08:32
a person with a set of personal beliefs
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et menneske med
personlige holdninger
personlige holdninger
08:35
that no code can ever
completely eradicate.
completely eradicate.
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som ingen programmering
nogensinde kan fjerne.
nogensinde kan fjerne.
08:37
And my message goes
out not only to Google,
out not only to Google,
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Jeg siger dette,
ikke kun til Google,
ikke kun til Google,
08:40
but to all believers in the faith
of code around the world.
of code around the world.
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men til alle i verden
der har tillid til kode.
der har tillid til kode.
08:43
You need to identify
your own personal bias.
your own personal bias.
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Du må identificere
dine egne fordomme.
dine egne fordomme.
08:46
You need to understand that you are human
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Du må forstå at du
er menneskelig
er menneskelig
08:48
and take responsibility accordingly.
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og tage ansvar i
overenstemmelse hermed.
overenstemmelse hermed.
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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Jeg siger dette fordi vi er
nået til et punkt
nået til et punkt
08:54
when it's absolutely imperative
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hvor det er bydende nødvendigt
08:56
that we tie those bonds
together again, tighter:
together again, tighter:
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at vi knytter disse bånd
sammen igen, tættere:
sammen igen, tættere:
08:59
the humanities and the technology.
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Humaniora og teknologi.
09:02
Tighter than ever.
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Tættere end nogensinde.
09:04
And, if nothing else, to remind us
that that wonderfully seductive idea
that that wonderfully seductive idea
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Om ikke andet, så for at minde
om at den forførende ide
om at den forførende ide
09:07
of the unbiased, clean search result
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om fordomsfrie og
rene søgeresultater
rene søgeresultater
09:10
is, and is likely to remain, a myth.
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er, og altid vil være, en myte.
09:13
Thank you for your time.
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Tak fordi I lyttede.
09:15
(Applause)
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(Bifald)
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