TED2011
Eli Pariser: Beware online "filter bubbles"
Eli Pariser: Kontuz sareko 'burbulla filtratzaileekin"
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Web-eko enpresak bere zerbitzuak gure gustu pertsonaletara egokitzen diarduten bitartean (albiste eta bilaketa emaitzak barne), ondorio arriskutsu batekin aurkitzen gara: iragazki burbuila baten arrapatuak gaude eta hark eragozten digu munduaz dugun ikuspegia zalantzan jarri ala gaindi dezaken edozein informazioa eskuratzea. Eli Pariser-ek indartsu argudiatzen du, hau azkenean txarra izango dela guretzat eta demokraziarentzako.
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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kazetari bat ari zitzaion galdezka albiste banatze zerbitzuaz.
00:20
And the journalist was asking him,
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Eta kazetariak zion,
00:22
"Why is this so important?"
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Zergatik da hau hain garrantzitsua?
00:24
And Zuckerberg said,
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Eta Zuckerberg-ek zion,
00:26
"A squirrel dying in your front yard
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"Zure baratzean katagorri bat hil zorian egotea
00:28
may be more relevant to your interests right now
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garrantzitsuago izan daiteke zuretzako
00:31
than people dying in Africa."
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Afrikan jendea hiltzen egotea baino."
00:34
And I want to talk about
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Ba hortaz hitzegin nahi dut,
00:36
what a Web based on that idea of relevance might look like.
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nolakoa izan daiteken garrantziaren ideiari lotutako Web-a.
00:40
So when I was growing up
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Ni hazi nintzen lekuan
00:42
in a really rural area in Maine,
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Maine-ko nekazal ingurune batean,
00:44
the Internet meant something very different to me.
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Internetak oso bestelako gauza bat susposatzen zuen.
00:47
It meant a connection to the world.
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Munduarekin lotura bat zen.
00:49
It meant something that would connect us all together.
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Denok elkarrekin konektatzen gintuen zerbait.
00:52
And I was sure that it was going to be great for democracy
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Eta ziur nengoen onuragarria izango zela demokraziarentzat
00:55
and for our society.
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eta gure gizartearentzat.
00:58
But there's this shift
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Baina aldaketa egon da
01:00
in how information is flowing online,
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online-ko informazio fluxuaren baitan,
01:02
and it's invisible.
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eta ikustezina da.
01:05
And if we don't pay attention to it,
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Eta ez badiogu arretarik jartzen,
01:07
it could be a real problem.
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arazo erreal bat izan daiteke.
01:10
So I first noticed this in a place I spend a lot of time --
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Hortaz konturatu nintzenean ohiko lekuan nengoen --
01:13
my Facebook page.
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nire Facebook-eko orrian.
01:15
I'm progressive, politically -- big surprise --
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Ni progresista naiz, politikoki -- sorpresa handia --
01:18
but I've always gone out of my way to meet conservatives.
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baina beti egon naiz konserbadoreen ideiak entzuteko prest.
01:20
I like hearing what they're thinking about;
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Gustoko dut zer dioten entzutea;
01:22
I like seeing what they link to;
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Atsegin dut ikustea zer lotura dituzten;
01:24
I like learning a thing or two.
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Eta gauza bat edo beste ikastea.
01:26
And so I was surprised when I noticed one day
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Beraz harrrituta gelditu nintzen egun batez ohartzean
01:29
that the conservatives had disappeared from my Facebook feed.
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kontserbadoreak nire Facebook-eko albisteetatik desagertu zirela.
01:33
And what it turned out was going on
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Eta gertatu zen
01:35
was that Facebook was looking at which links I clicked on,
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Facebook begira neukala zein loturatan klikatzen nuen,
01:39
and it was noticing that, actually,
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eta ohartu zen, gaur egun,
01:41
I was clicking more on my liberal friends' links
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maizago klikatzen nituela nire lagun liberalen estekak
01:43
than on my conservative friends' links.
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nire lagun kontserbadoreenak baino.
01:46
And without consulting me about it,
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Eta niri kontsulta egin gabe
01:48
it had edited them out.
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handik ezabatu egin zituen.
01:50
They disappeared.
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Desargertu egin ziren.
01:54
So Facebook isn't the only place
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Baina Facebook ez da bakarra erabiltzen
01:56
that's doing this kind of invisible, algorithmic
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ikustezinak diren era honetako algoritmikoak
01:58
editing of the Web.
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Weba editatzeko.
02:01
Google's doing it too.
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Google ere horretan ari da.
02:03
If I search for something, and you search for something,
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Nik zerbait bilatzen badut, eta zuk zerbait bilatzen baduzu,
02:06
even right now at the very same time,
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oraitxe bertan, momentu berean,
02:08
we may get very different search results.
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oso emaitza desberdinak lortu ditzakegu.
02:11
Even if you're logged out, one engineer told me,
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Baita logeatzen ez bagara ere, ingeniari batek esan zidanez,
02:14
there are 57 signals
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57 seinale ditu
02:16
that Google looks at --
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Google-ek kontutan--
02:19
everything from what kind of computer you're on
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hasi zer nolako ordenagailurekin ari zaren
02:22
to what kind of browser you're using
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edo eta nolako nabigatzailea erabiltzen duzun
02:24
to where you're located --
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edo nondik ari zaren--
02:26
that it uses to personally tailor your query results.
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erabiltzen ditu zure bilaketaren emaitzak lortzeko.
02:29
Think about it for a second:
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Pentsatu hortaz segundu batez:
02:31
there is no standard Google anymore.
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ez dago Google standarrik inoiz gehiago.
02:35
And you know, the funny thing about this is that it's hard to see.
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Eta kuriosoena da hori ikustea oso zaila dela.
02:38
You can't see how different your search results are
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Ezin duzu ikusi zure bilaketaren emaitzak zenbateraino diren desberdinak
02:40
from anyone else's.
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beste edozeinenarekin alderatuz.
02:42
But a couple of weeks ago,
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Baina orain dela pare bat aste,
02:44
I asked a bunch of friends to Google "Egypt"
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lagun talde bati eskatu nien "Egypt" Googleatzeko
02:47
and to send me screen shots of what they got.
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eta bidaltzeko emaitzaren pantaila-irudi bat.
02:50
So here's my friend Scott's screen shot.
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Hona nire lagun Scott-en irudia.
02:54
And here's my friend Daniel's screen shot.
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Eta hemen nire lagun Dani-rena.
02:57
When you put them side-by-side,
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Elkarren ondoan jartzen badira,
02:59
you don't even have to read the links
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estekak irakurri ere egin beharrik ez dago
03:01
to see how different these two pages are.
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konturatzeko zeinen desberdinak diren bi orriak.
03:03
But when you do read the links,
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Baina estekak irakurtzen badituzu,
03:05
it's really quite remarkable.
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azpimarrztekoa da,
03:09
Daniel didn't get anything about the protests in Egypt at all
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Danielek ez zuela ezertxo ere lortu Egiptoko protestei buruz
03:12
in his first page of Google results.
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Google-n emaitzen lehenengo orrian.
03:14
Scott's results were full of them.
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Scott-en kasuan berriz hartaz beteak zeuden.
03:16
And this was the big story of the day at that time.
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Eta hura zen garai hartako historia garrantzitsuena.
03:18
That's how different these results are becoming.
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Halakoxe desberdinak izan daitezke emaitzak.
03:21
So it's not just Google and Facebook either.
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Eta ez dira bakarrik Google eta Facebook.
03:24
This is something that's sweeping the Web.
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Hau web-ean erabat gertatzen ari da.
03:26
There are a whole host of companies that are doing this kind of personalization.
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Empresa asko ari dira era honetako pertsonalizazioak egiten.
03:29
Yahoo News, the biggest news site on the Internet,
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Yahoo News, Interneteko berri emaile garrantzitsuena,
03:32
is now personalized -- different people get different things.
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personalizatua dago - jende desberdinak emaitza desberdinak.
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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denak pertsonalizazioan ari dira neurri batean.
03:42
And this moves us very quickly
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Eta honek oso azkar garamatza
03:45
toward a world in which
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mundu batetara non
03:47
the Internet is showing us what it thinks we want to see,
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Internetak erakusten digun, bere ustez guk ikusi nahi duguna,
03:51
but not necessarily what we need to see.
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baina ez derrigorrez guk ikusi beharko genukeena.
03:54
As Eric Schmidt said,
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Eric Schmidt-ek zion bezala,
03:57
"It will be very hard for people to watch or consume something
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"Oso zaila izango zaio inori zeozer ikusi ala erostea
04:00
that has not in some sense
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era batera ala bestera
04:02
been tailored for them."
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beraientzako egokitua izan ez bada."
04:05
So I do think this is a problem.
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Nire ustez hau arazo bat da.
04:07
And I think, if you take all of these filters together,
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zeren filtro guziak batera hartzen badira,
04:10
you take all these algorithms,
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algoritmo guzti hauek batera,
04:12
you get what I call a filter bubble.
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iragazki bubuila bat lortzen dugu.
04:16
And your filter bubble is your own personal,
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Eta zure iragazki burbuila, zeure
04:19
unique universe of information
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informazio unibertso bakarra da
04:21
that you live in online.
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online bizi duzuna.
04:23
And what's in your filter bubble
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Eta burbuila hortan dagoena
04:26
depends on who you are, and it depends on what you do.
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nor zaren eta zer egiten duzun arabera izango da.
04:29
But the thing is that you don't decide what gets in.
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Baina ez du norberak erabakitzen zer sartzen den bertan.
04:33
And more importantly,
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Eta garrantzitsuago dena,
04:35
you don't actually see what gets edited out.
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ez duzu ikusten zer izan den bertatik ezabatua.
04:38
So one of the problems with the filter bubble
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Burbuila honen arazoetako bat
04:40
was discovered by some researchers at Netflix.
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Netflix-eko ikertzaile batzuk aurkitu zuten.
04:43
And they were looking at the Netflix queues, and they noticed something kind of funny
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Netflix-eko ilarei begira hari zirela, gauza kurioso batetaz ohartu ziren
04:46
that a lot of us probably have noticed,
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gutako asko ere agian ohartuko ginen,
04:48
which is there are some movies
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alegia, filma batzuk badira
04:50
that just sort of zip right up and out to our houses.
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gure zerrendatan bapatean azaldu eta desagertzen direnak.
04:53
They enter the queue, they just zip right out.
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Ilaran sartu bezain pronto irtetzen direnak.
04:56
So "Iron Man" zips right out,
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Horrela "Iron Man" bapatean kanpora doa,
04:58
and "Waiting for Superman"
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eta "Waiting Superman"-ek
05:00
can wait for a really long time.
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luze itxaron beharko.
05:02
What they discovered
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Aurkitu zuten
05:04
was that in our Netflix queues
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gure Netflix-eko zerrendatan
05:06
there's this epic struggle going on
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halako borroka epikoak gerta ohi direla
05:09
between our future aspirational selves
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gure etorkizuneko aspirazioak batetik
05:12
and our more impulsive present selves.
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eta gure egunerokoak bestetik.
05:15
You know we all want to be someone
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Jakina, denok nahiko genuke izan
05:17
who has watched "Rashomon,"
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"Rashomon" ikusi duen norbait.
05:19
but right now
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baina oraingoz
05:21
we want to watch "Ace Ventura" for the fourth time.
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"Ace Ventura" ikusi nahi dugu laugarren aldiz.
05:24
(Laughter)
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(farreak)
05:27
So the best editing gives us a bit of both.
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Horrela edizio onenak bietatik zerbait ematen digu.
05:29
It gives us a little bit of Justin Bieber
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Justin Bieber-etik pixka bat
05:31
and a little bit of Afghanistan.
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eta Afghanistanetik beste pixka bat.
05:33
It gives us some information vegetables;
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Barazki albisteak batetik,
05:35
it gives us some information dessert.
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postre albisteak bestetik.
05:38
And the challenge with these kinds of algorithmic filters,
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Eta halako algoritmo iragazleek duten erronka,
05:40
these personalized filters,
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halako iragazki personalizatuak,
05:42
is that, because they're mainly looking
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zera da, oinarrian begiratzen ari direlako
05:44
at what you click on first,
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zer klikatzen duzun lehenen,
05:48
it can throw off that balance.
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oreka hori hautsi dezaketela.
05:52
And instead of a balanced information diet,
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Eta informazio dieta orekatu baten ordez,
05:55
you can end up surrounded
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amaitu dezakegu
05:57
by information junk food.
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zabor informazioz inguratuta.
05:59
What this suggests
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Honek adierazten digu
06:01
is actually that we may have the story about the Internet wrong.
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agian internetari buruzko historia oker ulertu dugula.
06:04
In a broadcast society --
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Informazioaren Gizartean --
06:06
this is how the founding mythology goes --
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hala dio sortu zeneko mitoak --
06:08
in a broadcast society,
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informazioaren gizartean,
06:10
there were these gatekeepers, the editors,
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ate zaindariak, editoreak ziren,
06:12
and they controlled the flows of information.
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informazioaren fluxua kontrolatzen zuten.
06:15
And along came the Internet and it swept them out of the way,
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Eta Interneta etorri zenean denak garbitu zituen,
06:18
and it allowed all of us to connect together,
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posible eginez denok elkar konektatzea,
06:20
and it was awesome.
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aparta benetan.
06:22
But that's not actually what's happening right now.
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Baina ez da hori oraintxe gertatzen ari zaiguna.
06:26
What we're seeing is more of a passing of the torch
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Ikusten duguna gehiago dirudi testigua pasatzea
06:29
from human gatekeepers
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giza atezainetatik
06:31
to algorithmic ones.
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argoritmoetara.
06:34
And the thing is that the algorithms
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Eta gauza da algoritmoak oraindik
06:37
don't yet have the kind of embedded ethics
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ez dutela halako berezko barne etikarik
06:40
that the editors did.
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editoreek bezela.
06:43
So if algorithms are going to curate the world for us,
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Beraz algoritmoak zuzenduko badute mundua guretzat,
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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eta erabaki zer ikusi behar dugun eta zer ez,
06:49
then we need to make sure
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orduan zihurtatu behar dugu
06:51
that they're not just keyed to relevance.
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gakoa ez dela niretzako garrantzizkoa dena bakarrik.
06:54
We need to make sure that they also show us things
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Zihurtatu behar dugu erakusten dizkigutela
06:56
that are uncomfortable or challenging or important --
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deseroso zaizkigun gauzak edo oro har garrantzitsuak direnak --
06:59
this is what TED does --
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hori egiten du TED-ek --
07:01
other points of view.
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beste ikuspuntuak.
07:03
And the thing is, we've actually been here before
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Eta gauza da lehen izan ginela hemen
07:05
as a society.
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gizarte bezela.
07:08
In 1915, it's not like newspapers were sweating a lot
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1915.ean, kazetaritza ez zen gehiegi arduratzen
07:11
about their civic responsibilities.
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gizarte erantzunkizunaren inguruan.
07:14
Then people noticed
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Orduan jendea ohartu zen
07:16
that they were doing something really important.
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zerbait garrantzitsua egiten ari zirela.
07:19
That, in fact, you couldn't have
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Alegia, ezinezkoa dela
07:21
a functioning democracy
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demokrazia batek funtzionatzea
07:23
if citizens didn't get a good flow of information,
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herritarrak ez badute informazio fluxu egokirik.
07:28
that the newspapers were critical because they were acting as the filter,
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Eta kazetaritzak kritikoa behar zuela, filtro gisa aritzen zelako,
07:31
and then journalistic ethics developed.
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eta horrela kazetaritza etika bat garatu zen.
07:33
It wasn't perfect,
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Ez zen perfektua,
07:35
but it got us through the last century.
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baina lagundu zigun pasa den gizaldian zehar.
07:38
And so now,
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Eta orain
07:40
we're kind of back in 1915 on the Web.
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badirudi 1915.ean gaudela Web-ean.
07:44
And we need the new gatekeepers
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Ate zaindari berriak behar ditugu
07:47
to encode that kind of responsibility
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halako erantzunkizuna kudeatzeko
07:49
into the code that they're writing.
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idazten ari diren kodearen baitan.
07:51
I know that there are a lot of people here from Facebook and from Google --
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Badakit Facebook eta Google-eko jende asko dugula hemen --
07:54
Larry and Sergey --
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Larry eta Sergey --
07:56
people who have helped build the Web as it is,
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gaur egun dugun web-a eraikitzen lagundu dutenak,
07:58
and I'm grateful for that.
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horregatik eskerrak eman nahi dizkiet.
08:00
But we really need you to make sure
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Baina benetan behar dugu zuek zihurtatzea
08:03
that these algorithms have encoded in them
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algoritmo horien kodean txertatua dagoela
08:06
a sense of the public life, a sense of civic responsibility.
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bizitza publikoaren sentipena eta gizartearekiko erantzunkizuna.
08:09
We need you to make sure that they're transparent enough
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Behar dugu zuek haren gardentasuna zihurtatzea
08:12
that we can see what the rules are
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guk ikusi dezagun zein erregela diren
08:14
that determine what gets through our filters.
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gure filtroak zeharkatu behar dituztenak.
08:17
And we need you to give us some control
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Eta behar dugu kontrol esparru bat guk izatea,
08:19
so that we can decide
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erabaki ahal izateko
08:21
what gets through and what doesn't.
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handik zer pasatzen den eta zer ez.
08:24
Because I think
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Uste dudalako
08:26
we really need the Internet to be that thing
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guk behar dugun Internetak izan behar duela
08:28
that we all dreamed of it being.
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denok amestu genuen hura.
08:30
We need it to connect us all together.
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Denok elkarrekin konektatzen gaituena.
08:33
We need it to introduce us to new ideas
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Ideia berriak aurkeztu diezazkigula,
08:36
and new people and different perspectives.
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jende berria eta ikusmolde desberdinak.
08:40
And it's not going to do that
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Baina ez da hortan ariko
08:42
if it leaves us all isolated in a Web of one.
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bakoitzaren Web isolatuan uzten bagaitu.
08:45
Thank you.
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Eskerrik asko.
08:47
(Applause)
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(Txaloak)
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