TED2011
Eli Pariser: Beware online "filter bubbles"
Eli Pariser: Ettevaatust interneti "filtreeritud mullidega"!
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Internetiettevõtted tahavad teha oma teenuseid aina personaalsemateks (sh. uudised ja otsingutulemused), et need vastaksid meie isiklikele eelistustele. Sellega kaasneb aga võimalus, et me jääme "filtreeritud mulli" ja ei saa enam uut teavet, mis võiks avardada meie silmaringi. Eli Pariser hoiatab, et see võib halvasti mõjuda nii meile kui demokraatiale laiemalt.
Eli Pariser - Organizer and author
Pioneering online organizer Eli Pariser is the author of "The Filter Bubble," about how personalized search might be narrowing our worldview. Full bio
Pioneering online organizer Eli Pariser is the author of "The Filter Bubble," about how personalized search might be narrowing our worldview. Full bio
Double-click the English transcript below to play the video.
00:15
Mark Zuckerberg,
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Mark Zukerbergi käest
00:17
a journalist was asking him a question about the news feed.
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küsis ajakirjanik facebooki uudistevoo kohta.
00:20
And the journalist was asking him,
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Ajakirjanik küsis:
00:22
"Why is this so important?"
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"Miks see üldse nii oluline on?"
00:24
And Zuckerberg said,
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Ja Zukerberg vastas:
00:26
"A squirrel dying in your front yard
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"Teie hoovis surev orav
00:28
may be more relevant to your interests right now
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võib olla teie huvidest lähtuvalt olulisem
00:31
than people dying in Africa."
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kui inimesed, kes surevad Aafrikas."
00:34
And I want to talk about
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Ja ma tahaksin rääkida milline
00:36
what a Web based on that idea of relevance might look like.
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sellisel ideel põhinev internet välja võiks näha.
00:40
So when I was growing up
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Ma kasvasin üles
00:42
in a really rural area in Maine,
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Maine osariigi maapiirkonnas
00:44
the Internet meant something very different to me.
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ja internet oli minu jaoks midagi erilist.
00:47
It meant a connection to the world.
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See oli ühenduseks maailmaga.
00:49
It meant something that would connect us all together.
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See oli midagi, mis meid kõiki omavahel ühendab.
00:52
And I was sure that it was going to be great for democracy
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Ma olin kindel, et see tuleb suuresti kasuks demokraatiale
00:55
and for our society.
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ja kogu meie ühiskonnale.
00:58
But there's this shift
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Kuid nüüd on toimumas muutus
01:00
in how information is flowing online,
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kuidas informatsioon internetis liigub
01:02
and it's invisible.
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ja see on nähtamatu.
01:05
And if we don't pay attention to it,
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Ning kui me sellele tähelepanu ei pööra
01:07
it could be a real problem.
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võib see probleemiks saada.
01:10
So I first noticed this in a place I spend a lot of time --
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Märkasin seda esimesena kohas, kus palju aega veedan -
01:13
my Facebook page.
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oma Facebooki lehel.
01:15
I'm progressive, politically -- big surprise --
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Olen poliitiliselt liberaal - suur üllatus -
01:18
but I've always gone out of my way to meet conservatives.
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aga olen teadlikult ka konservatiividega suhelnud.
01:20
I like hearing what they're thinking about;
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Mulle meeldib kuulata millest nad mõtlevad,
01:22
I like seeing what they link to;
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mulle meeldib näha mida nad jagavad,
01:24
I like learning a thing or two.
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mulle meeldib uusi asju teada saada.
01:26
And so I was surprised when I noticed one day
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Ja ma olin üllatunud ühel päeval märgates,
01:29
that the conservatives had disappeared from my Facebook feed.
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et mu konservatiividest sõbrad olid Facebooki uudistevoost kadunud.
01:33
And what it turned out was going on
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Tuli välja, et
01:35
was that Facebook was looking at which links I clicked on,
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Facebook vaatas, millistele linkidele ma vajutan
01:39
and it was noticing that, actually,
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ja nägi, et tegelikult,
01:41
I was clicking more on my liberal friends' links
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vajutan ma liberaalidest sõprade linkidele rohkem
01:43
than on my conservative friends' links.
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kui konservatiivide omadele.
01:46
And without consulting me about it,
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Ja ilma minuga nõu pidamata,
01:48
it had edited them out.
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oli ta nad välja jätnud.
01:50
They disappeared.
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Nad olid kadunud.
01:54
So Facebook isn't the only place
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Ega Facebook pole ainuke koht,
01:56
that's doing this kind of invisible, algorithmic
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mis sarnast nähtamatut, algoritmilist
01:58
editing of the Web.
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toimetamist kasutab.
02:01
Google's doing it too.
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Google teeb sedasama.
02:03
If I search for something, and you search for something,
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Kui mina ja teie praegu midagi otsiksime,
02:06
even right now at the very same time,
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koos ja samal ajal,
02:08
we may get very different search results.
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võime saada täiesti erinevad otsingutulemused.
02:11
Even if you're logged out, one engineer told me,
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Isegi juhul kui te ei ole sisse loginud, rääkis üks insener mulle,
02:14
there are 57 signals
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et on 57 signaali,
02:16
that Google looks at --
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mida Google kontrollib -
02:19
everything from what kind of computer you're on
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alates millist arvutit kasutatakse,
02:22
to what kind of browser you're using
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millist veebilehitsejat,
02:24
to where you're located --
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kuni otsija asukohani -
02:26
that it uses to personally tailor your query results.
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nende abil pannakse kokku otsingu tulemused.
02:29
Think about it for a second:
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Mõelge natuke selle peale:
02:31
there is no standard Google anymore.
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tavalist Google'it ei ole enam olemas.
02:35
And you know, the funny thing about this is that it's hard to see.
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Teate, naljakas asja juures on see, et seda on keeruline näha.
02:38
You can't see how different your search results are
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Te ei saa ju näha, kui palju teie otsingutulemused
02:40
from anyone else's.
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teiste omadest erinevad.
02:42
But a couple of weeks ago,
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Kuid paar nädalat tagasi
02:44
I asked a bunch of friends to Google "Egypt"
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palusin oma sõpradel googeldada sõna "Egiptus".
02:47
and to send me screen shots of what they got.
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Palusin, et nad saadaksid mulle pildid vastustest.
02:50
So here's my friend Scott's screen shot.
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Siin on minu sõber Scott oma vastustega.
02:54
And here's my friend Daniel's screen shot.
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Ja siin on Daniel enda omadega.
02:57
When you put them side-by-side,
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Kui need kõrvuti panna,
02:59
you don't even have to read the links
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ei pea isegi linke lähemalt lugema,
03:01
to see how different these two pages are.
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et aru saada kui erinevad tulemused on.
03:03
But when you do read the links,
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Kuid lähemalt vaadates
03:05
it's really quite remarkable.
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on see päris erakordne.
03:09
Daniel didn't get anything about the protests in Egypt at all
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Daniel ei saanud Egiptuse meeleavalduste kohta
03:12
in his first page of Google results.
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esimesel lehel mitte midagi.
03:14
Scott's results were full of them.
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Scotti vastused olid neid aga täis.
03:16
And this was the big story of the day at that time.
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Need olid sel ajal aga kõige kuumemad uudised.
03:18
That's how different these results are becoming.
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Vaadake, kui erinevaks tulemused on muutumas.
03:21
So it's not just Google and Facebook either.
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Ning see ei ole ainult Google ja Facebook.
03:24
This is something that's sweeping the Web.
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See on midagi, mis toimub kogu internetis.
03:26
There are a whole host of companies that are doing this kind of personalization.
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On suur hulk ettevõtteid, kes kasutavad samasugust isikustamist.
03:29
Yahoo News, the biggest news site on the Internet,
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Yahoo News, interneti suurim uudistelehekülg
03:32
is now personalized -- different people get different things.
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kasutab nüüd isikustamist - erinevad inimesed näevad erinevaid asju.
03:36
Huffington Post, the Washington Post, the New York Times --
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Huffington Post, Washington Post ja New York Times -
03:39
all flirting with personalization in various ways.
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semmivad kõik erineval moel isikustamisega.
03:42
And this moves us very quickly
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Ja seeläbi liigume kiiresti
03:45
toward a world in which
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olukorrani, kus
03:47
the Internet is showing us what it thinks we want to see,
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internet näitab meile ainult neid asju mida ta eeldab, et näha tahame,
03:51
but not necessarily what we need to see.
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mis ei pruugi alati olla asjad, mida nägema peame.
03:54
As Eric Schmidt said,
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Eric Smith on öelnud:
03:57
"It will be very hard for people to watch or consume something
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"Inimeste jaoks on keeruline vaadata või tarbida midagi,
04:00
that has not in some sense
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mis mingis plaanis
04:02
been tailored for them."
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ei ole nende jaoks sobivaks tehtud."
04:05
So I do think this is a problem.
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Ja ma arvan, et see on probleem.
04:07
And I think, if you take all of these filters together,
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Ma arvan ka, et kui võtta kõik need filtrid üheskoos,
04:10
you take all these algorithms,
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kui võtta kõik need algoritmid,
04:12
you get what I call a filter bubble.
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saame midagi, mida võiks nimetada filtreeritud mulliks.
04:16
And your filter bubble is your own personal,
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Ja see filtreeritud mull on Sinu isiklik,
04:19
unique universe of information
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ainulaadne inforuum,
04:21
that you live in online.
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milles internetis olles elad.
04:23
And what's in your filter bubble
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See, mis seal filtreeritud mullis on,
04:26
depends on who you are, and it depends on what you do.
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sõltub sellest, kes Sa oled ja millega tegeled.
04:29
But the thing is that you don't decide what gets in.
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Kuid asi on selles, et Sa ei saa otsustada, mis sinna mulli pääseb.
04:33
And more importantly,
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Veel olulisem on,
04:35
you don't actually see what gets edited out.
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Sa ei saa ka tegelikult näha, mis sealt mullist välja jäetakse.
04:38
So one of the problems with the filter bubble
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Üks filtreeritud mulli probleeme
04:40
was discovered by some researchers at Netflix.
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avastati Netflixi analüütikute poolt.
04:43
And they were looking at the Netflix queues, and they noticed something kind of funny
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Nad vaatasid Netflixi videote järjekordi ja avastasid midagi päris huvitavat,
04:46
that a lot of us probably have noticed,
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mida me ilmselt ka ise oleme märganud,
04:48
which is there are some movies
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et on mõned filmid
04:50
that just sort of zip right up and out to our houses.
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mis otsejoones meile kodudesse jõuavad.
04:53
They enter the queue, they just zip right out.
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Nad on järjekorras ja hüppavad kohe välja.
04:56
So "Iron Man" zips right out,
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Näiteks "Raudmees" hüppab kohe välja,
04:58
and "Waiting for Superman"
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aga "Oodates Supermani"
05:00
can wait for a really long time.
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võib päris kaua aega oodata.
05:02
What they discovered
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Nad avastasid,
05:04
was that in our Netflix queues
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et meie Netflixi järjekordades
05:06
there's this epic struggle going on
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käib suur võitlus
05:09
between our future aspirational selves
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meie tuleviku poole püüdlevate "minade"
05:12
and our more impulsive present selves.
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ja meie impulsiivsemate, olevikus elavate "minade" vahel.
05:15
You know we all want to be someone
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Et me kõik tahaksime öelda, et
05:17
who has watched "Rashomon,"
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oleme juba näinud kultusfilmi "Rashomon",
05:19
but right now
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kuid praegu
05:21
we want to watch "Ace Ventura" for the fourth time.
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tahame juba neljandat korda vaadata filmi "Ace Ventura".
05:24
(Laughter)
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(Naer)
05:27
So the best editing gives us a bit of both.
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Ehk parim filtreerimine annab meile pisut mõlemat.
05:29
It gives us a little bit of Justin Bieber
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See annab natukene Justin Bieberit
05:31
and a little bit of Afghanistan.
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ja pisut Afganistani.
05:33
It gives us some information vegetables;
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See annab meile olulist teavet
05:35
it gives us some information dessert.
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ja pisut kollast sinna hulka.
05:38
And the challenge with these kinds of algorithmic filters,
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Selliste algoritmiliste filtrite probleem,
05:40
these personalized filters,
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selliste isikustatud filtrite väljakutse
05:42
is that, because they're mainly looking
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on, et nad vaatavad põhiliselt,
05:44
at what you click on first,
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kuhu vajutatakse esimesena
05:48
it can throw off that balance.
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ja võivad tasakaalust välja minna.
05:52
And instead of a balanced information diet,
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Ning tasakaalustatud info asemel
05:55
you can end up surrounded
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võite olla ümbritsetud
05:57
by information junk food.
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informatsioon kiirtoidust.
05:59
What this suggests
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See viitab tõsiasjale,
06:01
is actually that we may have the story about the Internet wrong.
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et oleme tegelikult internetist valesti aru saanud.
06:04
In a broadcast society --
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Teabeühiskonnas -
06:06
this is how the founding mythology goes --
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selline müüt on käibel -
06:08
in a broadcast society,
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teabeühiskonnas
06:10
there were these gatekeepers, the editors,
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olid nn. "väravavalvurid", toimetajad,
06:12
and they controlled the flows of information.
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kes kontrollisid kogu informatsiooni liikumist.
06:15
And along came the Internet and it swept them out of the way,
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Koos internetiga muutusid nad tähtsusetuks,
06:18
and it allowed all of us to connect together,
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see andis kõigile võimaluse omavahel ühenduses olla
06:20
and it was awesome.
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ja see oli super.
06:22
But that's not actually what's happening right now.
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Kuid nüüd toimub hoopis midagi muud.
06:26
What we're seeing is more of a passing of the torch
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Nüüd oleme tunnistajaks,
06:29
from human gatekeepers
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et inimestest "väravavalvurid"
06:31
to algorithmic ones.
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lihtsalt asendatakse algoritmilistega.
06:34
And the thing is that the algorithms
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Pprobleem on selles, et algoritmidel
06:37
don't yet have the kind of embedded ethics
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ei ole veel sisse ehitatud eetilist kompassi,
06:40
that the editors did.
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mis toimetajatel olemas oli.
06:43
So if algorithms are going to curate the world for us,
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Ehk, kui algoritmid maailma meie eest kureerivad,
06:46
if they're going to decide what we get to see and what we don't get to see,
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kui nemad otsustavad, mida me näeme ja mida mitte,
06:49
then we need to make sure
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siis peame olema kindlad,
06:51
that they're not just keyed to relevance.
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et nad ei otsiks ainult olulisi samasusi.
06:54
We need to make sure that they also show us things
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Peame olema kindlad, et nad näitaksid meile ka asju,
06:56
that are uncomfortable or challenging or important --
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mis võivad olla ebamugavad, või keerulised, või tähtsad -
06:59
this is what TED does --
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see on see, mida TED teeb -
07:01
other points of view.
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teistsugused seisukohad.
07:03
And the thing is, we've actually been here before
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Me oleme seda korra juba läbi teinud
07:05
as a society.
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ühiskonnana.
07:08
In 1915, it's not like newspapers were sweating a lot
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1915.a. ei mõelnud ajalehed just palju
07:11
about their civic responsibilities.
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oma sotsiaalse vastutuse peale.
07:14
Then people noticed
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Kuid siis märkasid inimesed,
07:16
that they were doing something really important.
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et ajalehtedel on tegelikult oluline roll.
07:19
That, in fact, you couldn't have
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Sest ei saa olla
07:21
a functioning democracy
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toimivat demokraatiat
07:23
if citizens didn't get a good flow of information,
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ilma, et kodanikeni jõuaks olulist teavet.
07:28
that the newspapers were critical because they were acting as the filter,
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Ajalehed olid tähtsad, sest toimisid sellise filtrina
07:31
and then journalistic ethics developed.
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ja tekkiski ajakirjanduslik eetika.
07:33
It wasn't perfect,
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See ei olnud ideaalne,
07:35
but it got us through the last century.
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aga see aitas meid läbi eelmise sajandi.
07:38
And so now,
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Nüüdsiis
07:40
we're kind of back in 1915 on the Web.
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oleme internetiga justkui aastas 1915.
07:44
And we need the new gatekeepers
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Me vajame uusi "väravahoidjaid",
07:47
to encode that kind of responsibility
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kes kirjutaksid sellise vastutustunde
07:49
into the code that they're writing.
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ka loodavatesse koodidesse.
07:51
I know that there are a lot of people here from Facebook and from Google --
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Tean, et siin on palju inimesi Facebookist ja Googlest -
07:54
Larry and Sergey --
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Larry ja Sergei -
07:56
people who have helped build the Web as it is,
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inimesed, kes on aidanud interneti ehitada selliseks nagu ta täna on,
07:58
and I'm grateful for that.
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ja ma olen selle eest tänulik.
08:00
But we really need you to make sure
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Kuid me peame olema kindlad,
08:03
that these algorithms have encoded in them
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et nende poolt kirjutatud algoritmid sisaldavad
08:06
a sense of the public life, a sense of civic responsibility.
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arusaama avalikust elust, mingisugust kodanikuvastutust.
08:09
We need you to make sure that they're transparent enough
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Peame kindlad olema, et nad on piisavalt avatud,
08:12
that we can see what the rules are
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et aru saada, milliste reeglitega on tegu,
08:14
that determine what gets through our filters.
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mis filtreerimist reguleerivad.
08:17
And we need you to give us some control
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Me tahame, et te annaksite osa kontrollist meile,
08:19
so that we can decide
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et saaksime ise otsustada,
08:21
what gets through and what doesn't.
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mis filtrist läbi pääseb ja mis mitte.
08:24
Because I think
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Sest ma arvan,
08:26
we really need the Internet to be that thing
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et internet peab olema see koht,
08:28
that we all dreamed of it being.
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millest me kõik unistanud oleme.
08:30
We need it to connect us all together.
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See peab meid kõiki omavahel ühendama.
08:33
We need it to introduce us to new ideas
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See peab tutvustama meile uusi ideid,
08:36
and new people and different perspectives.
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uusi inimesi, erinevaid seisukohti.
08:40
And it's not going to do that
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Seda ei juhtu,
08:42
if it leaves us all isolated in a Web of one.
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kui internet meid hoopis isoleerima hakkab.
08:45
Thank you.
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Aitäh.
08:47
(Applause)
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(Aplaus)
ABOUT THE SPEAKER
Eli Pariser - Organizer and authorPioneering online organizer Eli Pariser is the author of "The Filter Bubble," about how personalized search might be narrowing our worldview.
Why you should listen
Shortly after the September 11, 2001, attacks, Eli Pariser created a website calling for a multilateral approach to fighting terrorism. In the following weeks, over half a million people from 192 countries signed on, and Pariser rather unexpectedly became an online organizer. The website merged with MoveOn.org in November 2001, and Pariser -- then 20 years old -- joined the group to direct its foreign policy campaigns. He led what the New York Times Magazine called the "mainstream arm of the peace movement" -- tripling MoveOn's member base and demonstrating how large numbers of small donations could be mobilized through online engagement.
In 2004, Pariser became executive director of MoveOn. Under his leadership, MoveOn.org Political Action has grown to 5 million members and raised over $120 million from millions of small donors to support advocacy campaigns and political candidates. Pariser focused MoveOn on online-to-offline organizing, developing phone-banking tools and precinct programs in 2004 and 2006 that laid the groundwork for Barack Obama's extraordinary web-powered campaign. In 2008, Pariser transitioned the Executive Director role at MoveOn to Justin Ruben and became President of MoveOn’s board; he's now a senior fellow at the Roosevelt Institute.
His book The Filter Bubble is set for release May 12, 2011. In it, he asks how modern search tools -- the filter by which many of see the wider world -- are getting better and better and screening the wider world from us, by returning only the search results it "thinks" we want to see.
Eli Pariser | Speaker | TED.com