TED2011
Eli Pariser: Beware online "filter bubbles"
Eli Pariser: Pas på online "filterbobler"
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I takt med at internetfirmaer stræber efter at skræddersy deres tjenesteydelser (inklusive nyheds- og søgeresultater) efter vores personlige smag, er der en farlig konsekvens: Vi bliver fanget i en "filterboble" og bliver ikke udsat for information der kunne udfordre eller udvide vores verdensbillede. Eli Pariser argumenterer stærkt for at det i sidste ende er dårligt for os, og dårligt for demokratiet.
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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en journalist stillede ham spørgsmål om nyheds feeds.
00:20
And the journalist was asking him,
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Og journalisten spurgte ham,
00:22
"Why is this so important?"
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"Hvorfor er det her så vigtigt?"
00:24
And Zuckerberg said,
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Og Zuckerberg svarede,
00:26
"A squirrel dying in your front yard
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"Et egern der dør i din have,
00:28
may be more relevant to your interests right now
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er nok mere relevant for dine interesser lige nu,
00:31
than people dying in Africa."
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end folk der dør i Afrika".
00:34
And I want to talk about
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Og jeg vil tale om
00:36
what a Web based on that idea of relevance might look like.
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hvordan et internet baseret på den ide om relevans kunne se ud.
00:40
So when I was growing up
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Så da jeg voksede op
00:42
in a really rural area in Maine,
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I et virkelig landligt område i Maine,
00:44
the Internet meant something very different to me.
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betød internettet noget helt andet for mig.
00:47
It meant a connection to the world.
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Det betød en forbindelse til verden.
00:49
It meant something that would connect us all together.
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Det betød, at noget forbandt os alle sammen.
00:52
And I was sure that it was going to be great for democracy
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Og jeg var sikker på, at det ville være rigtig godt for demokratiet
00:55
and for our society.
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og for vores samfund.
00:58
But there's this shift
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Men der er et skift på vej
01:00
in how information is flowing online,
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i hvordan information er tilgængelig online,
01:02
and it's invisible.
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og det er usynligt.
01:05
And if we don't pay attention to it,
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Og hvis vi ikke er opmærksomme på det,
01:07
it could be a real problem.
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kunne det blive et reelt problem.
01:10
So I first noticed this in a place I spend a lot of time --
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Så jeg lagde først mærke til det her, et sted hvor jeg bruger meget tid --
01:13
my Facebook page.
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min Facebook side.
01:15
I'm progressive, politically -- big surprise --
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Jeg er progresiv, politisk set -- stor overraskelse --
01:18
but I've always gone out of my way to meet conservatives.
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men jeg har altid sørget for at interessere mig for at møde konservative.
01:20
I like hearing what they're thinking about;
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Jeg kan godt lide at høre hvad de tænker på;
01:22
I like seeing what they link to;
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jeg kan godt lide at se hvad de linker til;
01:24
I like learning a thing or two.
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jeg kan godt lide at lære en ting eller to.
01:26
And so I was surprised when I noticed one day
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Så jeg blev overrasket en dag, da jeg lagde mærke til,
01:29
that the conservatives had disappeared from my Facebook feed.
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at de konservative var forsvundet fra mit Facebook feed.
01:33
And what it turned out was going on
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Og det der viste sig at ske,
01:35
was that Facebook was looking at which links I clicked on,
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var at Facebook kiggede på hvilke link jeg klikkede på,
01:39
and it was noticing that, actually,
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og det lagde mærke til, faktisk,
01:41
I was clicking more on my liberal friends' links
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at jeg klikkede mere på mine liberale venners links
01:43
than on my conservative friends' links.
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end på mine konservative venners links.
01:46
And without consulting me about it,
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Og uden at spørge mig om det,
01:48
it had edited them out.
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havde den fjernet dem.
01:50
They disappeared.
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De forsvandt.
01:54
So Facebook isn't the only place
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Men Facebook er ikke det eneste sted
01:56
that's doing this kind of invisible, algorithmic
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der udfører denne slags usynlig, algoritmisk
01:58
editing of the Web.
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redigering af nettet.
02:01
Google's doing it too.
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Google gør det også.
02:03
If I search for something, and you search for something,
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Hvis jeg søger efter noget, og du søger efter noget,
02:06
even right now at the very same time,
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selv lige nu, på præcis det samme tidspunkt,
02:08
we may get very different search results.
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får vi måske vidt forskellige resultater.
02:11
Even if you're logged out, one engineer told me,
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Selv hvis man er logget ud, fortalte en ingeniør mig,
02:14
there are 57 signals
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er der 57 signaler
02:16
that Google looks at --
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som Google kigger efter --
02:19
everything from what kind of computer you're on
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alt fra hvilken slags computer man sidder ved,
02:22
to what kind of browser you're using
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til hvilken browser man benytter,
02:24
to where you're located --
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til hvor man sidder --
02:26
that it uses to personally tailor your query results.
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som den bruger til at skræddersy ens søgeresultater.
02:29
Think about it for a second:
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Tænk lige på det et øjeblik:
02:31
there is no standard Google anymore.
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Der er ikke nogen standard Google mere.
02:35
And you know, the funny thing about this is that it's hard to see.
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Og I ved, det sjove ved det er, at det er virkelig svært at se.
02:38
You can't see how different your search results are
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Man kan ikke se hvor forskellige ens søgeresultater er
02:40
from anyone else's.
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fra nogle andres.
02:42
But a couple of weeks ago,
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Men for et par uger siden,
02:44
I asked a bunch of friends to Google "Egypt"
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bad jeg en flok venner at Google "Ægypten"
02:47
and to send me screen shots of what they got.
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og at sende mig screenshots af resultatet.
02:50
So here's my friend Scott's screen shot.
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Så her er min ven Scotts screenshot.
02:54
And here's my friend Daniel's screen shot.
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Og her er min ven Daniels screenshot.
02:57
When you put them side-by-side,
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Når man stiller dem op ved siden af hinanden,
02:59
you don't even have to read the links
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behøver man ikke engang at læse linksene,
03:01
to see how different these two pages are.
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for at se hvor forskellige de to sider er.
03:03
But when you do read the links,
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Men hvis man læser linksene,
03:05
it's really quite remarkable.
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er det ret opsigtsvækkende.
03:09
Daniel didn't get anything about the protests in Egypt at all
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Daniel fik ikke noget om protesterne i Ægypten overhovedet,
03:12
in his first page of Google results.
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på den første side af Google resultater.
03:14
Scott's results were full of them.
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Scotts resultater var fyldt med dem.
03:16
And this was the big story of the day at that time.
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Og det her var dagens store historie på det tidspunkt.
03:18
That's how different these results are becoming.
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Så forskellige begynder resultaterne at blive.
03:21
So it's not just Google and Facebook either.
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Men det er heller ikke kun Google og Facebook.
03:24
This is something that's sweeping the Web.
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Det er noget der indtager nettet.
03:26
There are a whole host of companies that are doing this kind of personalization.
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Der er en hel række af firmaer der laver denne slags personliggørelse.
03:29
Yahoo News, the biggest news site on the Internet,
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Yahoo News, det største nyhedssite på internettet,
03:32
is now personalized -- different people get different things.
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er nu personliggjort -- forskellige mennesker får forskellige ting.
03:36
Huffington Post, the Washington Post, the New York Times --
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Huffington Post, Washington Post, New York Times --
03:39
all flirting with personalization in various ways.
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er alle i gang med at personliggøre på forskellige måder.
03:42
And this moves us very quickly
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Og det flytter os rigtig hurtigt
03:45
toward a world in which
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imod en verden hvor
03:47
the Internet is showing us what it thinks we want to see,
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internettet viser os hvad det tror vi vil se,
03:51
but not necessarily what we need to see.
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men ikke nødvendigvis hvad vi har brug for at se.
03:54
As Eric Schmidt said,
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Som Eric Schmidt sagde,
03:57
"It will be very hard for people to watch or consume something
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"Det vil blive rigtig svært for mennesker at se eller forbruge noget
04:00
that has not in some sense
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der ikke på den ene eller anden måde
04:02
been tailored for them."
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er blevet skræddersyet til dem".
04:05
So I do think this is a problem.
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Så jeg mener det her er et problem.
04:07
And I think, if you take all of these filters together,
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Og jeg mener, at hvis man kigger på alle disse filtre,
04:10
you take all these algorithms,
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hvis man kigger på alle disse algoritmer,
04:12
you get what I call a filter bubble.
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får man det jeg kalder en filterboble.
04:16
And your filter bubble is your own personal,
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Og ens filterboble er ens egen, personlige,
04:19
unique universe of information
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unikke univers med information
04:21
that you live in online.
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som man lever i online.
04:23
And what's in your filter bubble
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Og hvad der er i ens filterboble,
04:26
depends on who you are, and it depends on what you do.
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afhænger af hvem man er, og det afhænger af hvad man gør.
04:29
But the thing is that you don't decide what gets in.
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Men det der er ved det er, at man ikke kan bestemme hvad der er i den.
04:33
And more importantly,
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Og endnu vigtigere,
04:35
you don't actually see what gets edited out.
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man kan ikke se hvad der bliver redigeret væk.
04:38
So one of the problems with the filter bubble
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Så en af problemerne med filterboblen
04:40
was discovered by some researchers at Netflix.
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blev opdaget af nogle forskere ved Netflix.
04:43
And they were looking at the Netflix queues, and they noticed something kind of funny
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Og de kiggede på køerne ved Netflix, og de lagde mærke til noget ret spøjst,
04:46
that a lot of us probably have noticed,
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noget som mange af os sikkert har lagt mærke til,
04:48
which is there are some movies
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hvilket er at der er nogle film
04:50
that just sort of zip right up and out to our houses.
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der egentlig bare suser afsted til vores hjem.
04:53
They enter the queue, they just zip right out.
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De kommer i køen, og de suser bare afsted.
04:56
So "Iron Man" zips right out,
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Så "Iron Man" suser afsted,
04:58
and "Waiting for Superman"
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og "Waiting for Superman"
05:00
can wait for a really long time.
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kan vente i rigtig lang tid.
05:02
What they discovered
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Det de fandt ud af var
05:04
was that in our Netflix queues
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at i vores Netflix kø
05:06
there's this epic struggle going on
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foregår der en episk kamp mellem
05:09
between our future aspirational selves
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vores fremtidige, ideelle selv
05:12
and our more impulsive present selves.
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og vores mere impulsive nutidige selv.
05:15
You know we all want to be someone
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I ved, vi vil alle gerne være en person
05:17
who has watched "Rashomon,"
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der har set "Rashomon",
05:19
but right now
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men lige nu
05:21
we want to watch "Ace Ventura" for the fourth time.
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vil vi gerne se "Ace Venture" en fjerde gang.
05:24
(Laughter)
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(Latter)
05:27
So the best editing gives us a bit of both.
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Så den bedste redigering, giver os en smule af hvert.
05:29
It gives us a little bit of Justin Bieber
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Det giver os en smule Justin Bieber,
05:31
and a little bit of Afghanistan.
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og en smule Afghanistan.
05:33
It gives us some information vegetables;
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Det giver os nogle informationsgrøntsager;
05:35
it gives us some information dessert.
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det giver os noget informationsdessert.
05:38
And the challenge with these kinds of algorithmic filters,
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Og udfordringen med denne slags algoritmiske filtre,
05:40
these personalized filters,
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disse personaliserede filtre,
05:42
is that, because they're mainly looking
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er at, fordi de hovedsageligt kigger
05:44
at what you click on first,
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på hvad man klikker på først,
05:48
it can throw off that balance.
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kan det forstyrre balancen.
05:52
And instead of a balanced information diet,
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Og i stedet for en balanceret informationskost,
05:55
you can end up surrounded
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kan det ende med at man er omgivet
05:57
by information junk food.
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af informations junk food.
05:59
What this suggests
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Hvad dette indeholder
06:01
is actually that we may have the story about the Internet wrong.
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er egentlig, at vi måske har misforstået historien om internettet.
06:04
In a broadcast society --
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I et online samfund --
06:06
this is how the founding mythology goes --
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sådan her er skabelses mytologien --
06:08
in a broadcast society,
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i et online samfund,
06:10
there were these gatekeepers, the editors,
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var der de her kontrollører, redaktørerne,
06:12
and they controlled the flows of information.
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og de kontrollerede informationsstrømmen.
06:15
And along came the Internet and it swept them out of the way,
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Og pludselig kom internettet og fjernede dem,
06:18
and it allowed all of us to connect together,
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og det tillod os alle at blive forbundet med hinanden,
06:20
and it was awesome.
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og det var fedt.
06:22
But that's not actually what's happening right now.
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Men det er faktisk ikke det der foregår lige nu.
06:26
What we're seeing is more of a passing of the torch
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Det vi ser nu, er mere end slags videregiven
06:29
from human gatekeepers
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fra de menneskelige kontrollører
06:31
to algorithmic ones.
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til de algoritmiske.
06:34
And the thing is that the algorithms
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Og det der er med de algoritmiske er,
06:37
don't yet have the kind of embedded ethics
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at de har endnu ikke den slags medfødte etik
06:40
that the editors did.
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som redaktørerne havde.
06:43
So if algorithms are going to curate the world for us,
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Så hvis algoritmerne vil organisere verden for os,
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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hvis de skal beslutte hvad vi kommer til at se, og hvad vi ikke kommer til at se
06:49
then we need to make sure
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så må vi være sikre på
06:51
that they're not just keyed to relevance.
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at de ikke udelukkende kigger på relevans.
06:54
We need to make sure that they also show us things
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Vi må sørge for, at de også viser os ting
06:56
that are uncomfortable or challenging or important --
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der er ubehagelige eller udfordrende, eller vigtige --
06:59
this is what TED does --
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det er hvad TED gør --
07:01
other points of view.
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andre synspunkter.
07:03
And the thing is, we've actually been here before
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Og det der er ved det er, at vi faktisk har været her før
07:05
as a society.
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som samfund.
07:08
In 1915, it's not like newspapers were sweating a lot
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I 1915, var det ikke fordi aviserne svedte
07:11
about their civic responsibilities.
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over deres borgerlige pligter.
07:14
Then people noticed
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Så lagde folk mærke til
07:16
that they were doing something really important.
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at de gjorde noget rigtig vigtigt.
07:19
That, in fact, you couldn't have
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At man, faktisk, ikke kunne have
07:21
a functioning democracy
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et velfungerende demokrati
07:23
if citizens didn't get a good flow of information,
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hvis borgerne ikke fik en god informationsstrøm,
07:28
that the newspapers were critical because they were acting as the filter,
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at aviserne var afgørende, fordi de opførte sig som filteret,
07:31
and then journalistic ethics developed.
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og så udviklede journalisternes etik sig.
07:33
It wasn't perfect,
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Det var ikke perfekt,
07:35
but it got us through the last century.
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men det første os gennem det sidste århundrede.
07:38
And so now,
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Så nu,
07:40
we're kind of back in 1915 on the Web.
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er vi på en måde tilbage i 1915 med nettet.
07:44
And we need the new gatekeepers
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Og vi har brug for at de nye kontrollører
07:47
to encode that kind of responsibility
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koder den form for ansvar ind
07:49
into the code that they're writing.
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i den kode de skriver.
07:51
I know that there are a lot of people here from Facebook and from Google --
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Jeg ved at der er mange mennesker fra Facebook og Google til stede --
07:54
Larry and Sergey --
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Larry og Sergey --
07:56
people who have helped build the Web as it is,
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mennesker der har hjulpet os med at bygge nettet som det er,
07:58
and I'm grateful for that.
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og det er jeg taknemmelig for.
08:00
But we really need you to make sure
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Men vi skal virkelig være sikre på
08:03
that these algorithms have encoded in them
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at disse algoritmer har indkodet
08:06
a sense of the public life, a sense of civic responsibility.
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en sans for det offentlige liv, en sans for de borgerlige pligter.
08:09
We need you to make sure that they're transparent enough
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Vi må være sikre på, at de er gennemsigtige nok
08:12
that we can see what the rules are
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til at vi kan se hvad reglerne er
08:14
that determine what gets through our filters.
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der afgører hvad der kommer gennem vores filtre.
08:17
And we need you to give us some control
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Og der er brug for at I giver os den samme kontrol
08:19
so that we can decide
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så vi kan afgøre
08:21
what gets through and what doesn't.
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hvad der kommer igennem og hvad der ikke gør.
08:24
Because I think
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Fordi jeg mener
08:26
we really need the Internet to be that thing
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at vi virkelig har brug for at internettet er den ting
08:28
that we all dreamed of it being.
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som vi alle har brug for det er.
08:30
We need it to connect us all together.
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Vi har brug for, at det forbinder os alle sammen.
08:33
We need it to introduce us to new ideas
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Vi har brug for at det introducerer os for nye ideer
08:36
and new people and different perspectives.
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og nye mennesker og forskellige synsvinkler.
08:40
And it's not going to do that
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Og det kommer det ikke til at gøre
08:42
if it leaves us all isolated in a Web of one.
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hvis det efterlader os alle sammen i et net bestående af én.
08:45
Thank you.
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Tak.
08:47
(Applause)
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(Bifald)
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