TED2011
Eli Pariser: Beware online "filter bubbles"
Eli Pariser: compte amb "les bombolles de filtres" a la xarxa
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A mesura que les companyies s'esforcen en personalitzar els seus serveis (incloent notícies i resultats de les cerques) als vostres gustos personalitzats, una conseqüència desintencionada però perillosa: ens quedem atrapats en una "bombolla de filtres" i no estem exposats a informació que podria qüestionar o ampilar el nostre punt de vista. Eli Pariser argumenta que aquest fet és, en última instància, roin tant per a nosaltres com per a la democràcia.
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 Zuckerberg,
00:17
a journalist was asking him a question about the news feed.
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un periodista li feia una pregunta referent al "mur de notícies".
00:20
And the journalist was asking him,
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El periodista li estava preguntant:
00:22
"Why is this so important?"
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"Per què és el "mur" tan important?"
00:24
And Zuckerberg said,
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I Zuckerberg va dir,
00:26
"A squirrel dying in your front yard
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"Un esquirol morint davant de ta casa
00:28
may be more relevant to your interests right now
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pot ser més rellevant per al teu interès en aquest moment
00:31
than people dying in Africa."
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que gent morint a l'Àfrica."
00:34
And I want to talk about
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I vull parlar sobre
00:36
what a Web based on that idea of relevance might look like.
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com seria una Web basada en eixa idea de rellevància.
00:40
So when I was growing up
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Quan estava creixent
00:42
in a really rural area in Maine,
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en una àrea rural a Maine,
00:44
the Internet meant something very different to me.
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'Internet' significava una cosa molt diferent per mi.
00:47
It meant a connection to the world.
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Significava una connexió amb el món.
00:49
It meant something that would connect us all together.
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Significava quelcom per connectar-nos a tots.
00:52
And I was sure that it was going to be great for democracy
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I estava segur que anava a ser quelcom molt bo per a la democràcia
00:55
and for our society.
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i per a la nostra societat.
00:58
But there's this shift
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Però ha aparegut aquest desplaçament
01:00
in how information is flowing online,
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respecte a com circula la informació a la xarxa,
01:02
and it's invisible.
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i que és invisible.
01:05
And if we don't pay attention to it,
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I que si no hi estem atents
01:07
it could be a real problem.
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podria ser un problema real.
01:10
So I first noticed this in a place I spend a lot of time --
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El primer lloc on em vaig adonar d'això va ser en un lloc on passe molt de temps --
01:13
my Facebook page.
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la meva pàgina a Facebook.
01:15
I'm progressive, politically -- big surprise --
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Sóc progressista, ideològicament -- gran sorpresa --
01:18
but I've always gone out of my way to meet conservatives.
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però sempre m'he preocupat per trobar-me amb conservadors.
01:20
I like hearing what they're thinking about;
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M'agrada escoltar de què parlem;
01:22
I like seeing what they link to;
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m'agrada veure què enllancen;
01:24
I like learning a thing or two.
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m'agrada aprendre coses d'ells.
01:26
And so I was surprised when I noticed one day
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I per això em vaig sorprendre el dia que em vaig adonar
01:29
that the conservatives had disappeared from my Facebook feed.
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que els conservadors havien desaparegut del meu mur de Facebook.
01:33
And what it turned out was going on
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I el què havia ocorregut era
01:35
was that Facebook was looking at which links I clicked on,
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que Facebook estava controlant sobre quins enllaços feia clic,
01:39
and it was noticing that, actually,
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i estava descobrint que, de fet,
01:41
I was clicking more on my liberal friends' links
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feia més clics als enllaços dels meus amics progressistes
01:43
than on my conservative friends' links.
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que als enllaços dels meus amics conservadors.
01:46
And without consulting me about it,
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I sense preguntar-m'ho,
01:48
it had edited them out.
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els havia eliminat.
01:50
They disappeared.
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Havien desaparegut.
01:54
So Facebook isn't the only place
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Però Facebook no és l'únic lloc
01:56
that's doing this kind of invisible, algorithmic
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que està fent aquesta mena d'edició algorítmica invisible
01:58
editing of the Web.
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de la Web.
02:01
Google's doing it too.
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Google també ho està fent.
02:03
If I search for something, and you search for something,
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Si jo cerque alguna cosa, i vosaltres cerqueu el mateix,
02:06
even right now at the very same time,
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fins i tot ara mateix, simultàniament,
02:08
we may get very different search results.
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podríem obtenir resultats molt diferents.
02:11
Even if you're logged out, one engineer told me,
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Fins i tot amb la sessió tancada, segons em va dir un enginyer,
02:14
there are 57 signals
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hi ha 57 senyals
02:16
that Google looks at --
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que Google té en compte --
02:19
everything from what kind of computer you're on
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des d'allò relacionat amb el tipus d'ordinador en el què esteu
02:22
to what kind of browser you're using
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fins al tipus de navegador que utilitzeu
02:24
to where you're located --
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o on esteu físicament --
02:26
that it uses to personally tailor your query results.
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i utilitza aquesta informació per confeccionar els resultats de la vostra cerca.
02:29
Think about it for a second:
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Penseu-ho un moment:
02:31
there is no standard Google anymore.
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ja no hi ha un Google estàndar.
02:35
And you know, the funny thing about this is that it's hard to see.
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I el pitjor d'això és que és complicat de veure.
02:38
You can't see how different your search results are
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No podeu veure la diferència entre els vostres resultats
02:40
from anyone else's.
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i els de qualsevol altra persona.
02:42
But a couple of weeks ago,
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Però fa un parell de setmanes,
02:44
I asked a bunch of friends to Google "Egypt"
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els vaig demanar a un grapat d'amics que cercaren "Egipte" al Google
02:47
and to send me screen shots of what they got.
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i que m'enviaren en una captura de pantalla del què havien obtingut.
02:50
So here's my friend Scott's screen shot.
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Ací podeu veure la captura del meu amic Scott.
02:54
And here's my friend Daniel's screen shot.
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I aci la del meu amic Daniel.
02:57
When you put them side-by-side,
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Si les poseu una al costat de l'altra
02:59
you don't even have to read the links
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no cal ni que llegiu els enllaços
03:01
to see how different these two pages are.
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per a observar com de diferents són ambdues pàgines.
03:03
But when you do read the links,
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Però si llegiu els enllaços
03:05
it's really quite remarkable.
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és realment molt gran la diferència.
03:09
Daniel didn't get anything about the protests in Egypt at all
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Daniel no va rebre res relatiu a les protestes d'Egipte
03:12
in his first page of Google results.
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en la primera pàgina de resultats de Google.
03:14
Scott's results were full of them.
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Els resultats de Scott n'estaven plens.
03:16
And this was the big story of the day at that time.
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I aquesta era la història del dia en aquell moment.
03:18
That's how different these results are becoming.
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Així és com de diferents s'estan convertint aquestos resultats.
03:21
So it's not just Google and Facebook either.
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I tampoc passa només amb Google i Facebook.
03:24
This is something that's sweeping the Web.
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Açò és una cosa que està arrasant la web.
03:26
There are a whole host of companies that are doing this kind of personalization.
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Hi ha tot un munt d'empreses que estan fent aquest tipus de personalització.
03:29
Yahoo News, the biggest news site on the Internet,
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Yahoo News, la major web de notícies a Internet,
03:32
is now personalized -- different people get different things.
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és ara personalitzada -- diferents persones reben diferents notícies.
03:36
Huffington Post, the Washington Post, the New York Times --
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Huffington Post, el Washington Post, el New York Times --
03:39
all flirting with personalization in various ways.
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tots juguen amb la personalització d'alguna manera.
03:42
And this moves us very quickly
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I açó ens duu molt ràpidament
03:45
toward a world in which
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cap a un mon en què
03:47
the Internet is showing us what it thinks we want to see,
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Internet ens mostra el que creu que volem veure,
03:51
but not necessarily what we need to see.
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però no necessàriament el que necessitem veure.
03:54
As Eric Schmidt said,
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Tal i com va dir Eric Schmidt,
03:57
"It will be very hard for people to watch or consume something
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"Serà molt complicat per a la gent veure o consumir alguna cosa
04:00
that has not in some sense
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que no ha estat, d'alguna manera,
04:02
been tailored for them."
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preparat per a ells."
04:05
So I do think this is a problem.
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I jo crec que açò és un problema.
04:07
And I think, if you take all of these filters together,
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I pense que, si unim tots aquestos filtres,
04:10
you take all these algorithms,
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si agafem tots aquestos algoritmes,
04:12
you get what I call a filter bubble.
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aconseguim el que jo anomene "bombolla de filtres".
04:16
And your filter bubble is your own personal,
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I la vostra "bombolla de filtres" és el vostre personal
04:19
unique universe of information
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i únic univers d'informació
04:21
that you live in online.
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en el què viviu en la xarxa.
04:23
And what's in your filter bubble
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I el que hi ha en la vostra bombolla de filtres
04:26
depends on who you are, and it depends on what you do.
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depén de qui sou, i depén de què feu.
04:29
But the thing is that you don't decide what gets in.
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Però la cosa més important és que no decidiu que entra.
04:33
And more importantly,
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I més important,
04:35
you don't actually see what gets edited out.
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no veieu què es queda fora.
04:38
So one of the problems with the filter bubble
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Un dels problemes de la bombolla de filtres
04:40
was discovered by some researchers at Netflix.
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va ser descobert per uns investigadors a Netflix.
04:43
And they were looking at the Netflix queues, and they noticed something kind of funny
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I quan estaven mirant les cues a Netflix, es van adonar d'una cosa graciosa
04:46
that a lot of us probably have noticed,
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que probablement molts ja havíem notat,
04:48
which is there are some movies
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i és que hi ha algunes pel·lícules
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that just sort of zip right up and out to our houses.
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que entren i de seguida ixen de les nostres cases.
04:53
They enter the queue, they just zip right out.
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Entren a la cua, i ixen de seguida.
04:56
So "Iron Man" zips right out,
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Per exemple, "Iron Man" ix de seguida
04:58
and "Waiting for Superman"
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i "Esperant a Superman"
05:00
can wait for a really long time.
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pot estar esperant molt de temps.
05:02
What they discovered
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El que han descobert
05:04
was that in our Netflix queues
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és que a les cues de Netflix
05:06
there's this epic struggle going on
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hi ha aquesta batalla èpica
05:09
between our future aspirational selves
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entre les nostres aspiracions futures
05:12
and our more impulsive present selves.
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i els nostres impulsos presents.
05:15
You know we all want to be someone
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Tots volem ser algú
05:17
who has watched "Rashomon,"
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que ha vist "Rashomon",
05:19
but right now
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però ara mateix
05:21
we want to watch "Ace Ventura" for the fourth time.
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volem veure per quarta vegada "Ace Ventura".
05:24
(Laughter)
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(Rises)
05:27
So the best editing gives us a bit of both.
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La millor edició ens dóna una mica de cada.
05:29
It gives us a little bit of Justin Bieber
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Ens dona un poc de Justin Bieber
05:31
and a little bit of Afghanistan.
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i una miqueta d'Afganistan.
05:33
It gives us some information vegetables;
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Ens dóna certa informació sobre verdures;
05:35
it gives us some information dessert.
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ens dona també informació sobre les postres.
05:38
And the challenge with these kinds of algorithmic filters,
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I la part complicada d'aquest tipus de filtres algorítmics,
05:40
these personalized filters,
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d'aquestos filtres personalitzats,
05:42
is that, because they're mainly looking
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és que, degut a que principalment es fixen
05:44
at what you click on first,
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en què cliqueu primer,
05:48
it can throw off that balance.
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poden trencar aquest equilibri.
05:52
And instead of a balanced information diet,
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I en lloc d'informació per a una dieta equilibrada,
05:55
you can end up surrounded
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podeu acabar rodejats
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by information junk food.
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d'informació de menjar escombraria.
05:59
What this suggests
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El que açò suggereix
06:01
is actually that we may have the story about the Internet wrong.
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és que potser ens hem equivocat en la història sobre Internet.
06:04
In a broadcast society --
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En una societat de la transmissió --
06:06
this is how the founding mythology goes --
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així és com es funda una mitologia --
06:08
in a broadcast society,
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en una societat de la transmissió,
06:10
there were these gatekeepers, the editors,
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hi havia aquestos guardians, els editors,
06:12
and they controlled the flows of information.
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i ells controlaven els fluxes d'informació.
06:15
And along came the Internet and it swept them out of the way,
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I quan va arribar Internet i els va apartar,
06:18
and it allowed all of us to connect together,
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i ens va permetre connectar-nos junts,
06:20
and it was awesome.
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va ser increïble.
06:22
But that's not actually what's happening right now.
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Però no és el que està passant ara mateixa.
06:26
What we're seeing is more of a passing of the torch
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El que estem veient és més una substitució
06:29
from human gatekeepers
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dels guardians humans
06:31
to algorithmic ones.
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a guardians algorítmics.
06:34
And the thing is that the algorithms
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I el que passa és que els algorítmics
06:37
don't yet have the kind of embedded ethics
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encara no tenen integrats els conceptes ètics
06:40
that the editors did.
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que si que tenien els editors.
06:43
So if algorithms are going to curate the world for us,
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De manera que si els algoritmes van a administrar-nos el món,
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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si van a decidir que anem a veure i què no,
06:49
then we need to make sure
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hem d'estar segurs
06:51
that they're not just keyed to relevance.
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que no són programats només per a la rellevància.
06:54
We need to make sure that they also show us things
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Hem d'estar segurs que també ens mostren coses
06:56
that are uncomfortable or challenging or important --
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que són incòmodes o qüestionables o importants --
06:59
this is what TED does --
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açò és el que fa TED --
07:01
other points of view.
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altres punts de vista.
07:03
And the thing is, we've actually been here before
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I, a més, resulta que ja hem estat ací
07:05
as a society.
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com a societat.
07:08
In 1915, it's not like newspapers were sweating a lot
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El 1915 els periòdics no estaven massa implicats
07:11
about their civic responsibilities.
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amb les seues responsabilitats cíviques.
07:14
Then people noticed
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Aleshores la gent es va adonar
07:16
that they were doing something really important.
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que feien una cosa realment important.
07:19
That, in fact, you couldn't have
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Que, de fet, no podia existir
07:21
a functioning democracy
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una democràcia que funcionara
07:23
if citizens didn't get a good flow of information,
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si els ciutadans no rebien un bon fluxe d'informació,
07:28
that the newspapers were critical because they were acting as the filter,
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i que els periòdics eren crucials degut a que actuaven com a filtre,
07:31
and then journalistic ethics developed.
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i l'ètica periodística es va desenvolupar.
07:33
It wasn't perfect,
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No era perfecte,
07:35
but it got us through the last century.
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però ens va acompanyar tot el segle passat.
07:38
And so now,
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I ara,
07:40
we're kind of back in 1915 on the Web.
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tornem a estar al 1915 a la xarxa.
07:44
And we need the new gatekeepers
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I necessitem els guardians
07:47
to encode that kind of responsibility
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amb aquesta responsabilitat
07:49
into the code that they're writing.
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dins del codi que estan escrivint.
07:51
I know that there are a lot of people here from Facebook and from Google --
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Sé que hi ha molta gent ací de Facebook i de Google --
07:54
Larry and Sergey --
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Larry i Sergey --
07:56
people who have helped build the Web as it is,
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gent que ha ajudat a construir la Web com és ara,
07:58
and I'm grateful for that.
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i els estic agraït.
08:00
But we really need you to make sure
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Però realment necessitem assegurar-nos
08:03
that these algorithms have encoded in them
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que aquests algoritmes contenen
08:06
a sense of the public life, a sense of civic responsibility.
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un sentit de la vida pública, un sentit de la reponsabilitat cívica.
08:09
We need you to make sure that they're transparent enough
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Necessitem que ens assegurem que són suficientment transparents
08:12
that we can see what the rules are
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que podem veure quines regles són
08:14
that determine what gets through our filters.
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les que determinen què passa a través dels filtres.
08:17
And we need you to give us some control
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I necessitem que ens doneu una mica de control
08:19
so that we can decide
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per a que puguem decidir
08:21
what gets through and what doesn't.
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què passa i què no.
08:24
Because I think
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Perquè crec que
08:26
we really need the Internet to be that thing
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necessitem que Internet siga
08:28
that we all dreamed of it being.
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allò que tots hem somniat que siga.
08:30
We need it to connect us all together.
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Necessitem connectar-nos tots junts.
08:33
We need it to introduce us to new ideas
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Necessitem que ens presente noves idees
08:36
and new people and different perspectives.
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i nova gent i perspectives diferents.
08:40
And it's not going to do that
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I açò no passarà
08:42
if it leaves us all isolated in a Web of one.
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si ens deixa sols en una web d'un.
08:45
Thank you.
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Gràcies
08:47
(Applause)
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(Aplaudiments)
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