TEDGlobal 2013
Alessandro Acquisti: What will a future without secrets look like?
Alessandro Acquisti: Zašto je privatnost važna
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Granica između javnog i privatnog se zamaglila u posljednjem desetljeću, kako na internetu, tako i u stvarnom životu, a Alessandro Acquisti nam objašnjava što to znači i zašto. U govoru koji potiče na razmišljanje, pomalo zastrašujućem, iznosi detalje o nedavnim i tekućim istraživanjima - uključujući i o projektu koji pokazuje kako je lako fotografiju stranca povezati s njihovim osjetljivim osobnim informacijama.
Alessandro Acquisti - Privacy economist
What motivates you to share your personal information online? Alessandro Acquisti studies the behavioral economics of privacy (and information security) in social networks. Full bio
What motivates you to share your personal information online? Alessandro Acquisti studies the behavioral economics of privacy (and information security) in social networks. Full bio
Double-click the English transcript below to play the video.
00:12
I would like to tell you a story
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Želim vam ispričati priču
00:14
connecting the notorious privacy incident
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koja povezuje slavan incident s privatnošću
00:18
involving Adam and Eve,
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Adama i Eve,
00:20
and the remarkable shift in the boundaries
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te izuzetno pomicanje granica
00:24
between public and private which has occurred
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između javnog i privatnog koje se dogodilo
00:27
in the past 10 years.
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u zadnjih 10 godina.
00:28
You know the incident.
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Znate za taj incident.
00:30
Adam and Eve one day in the Garden of Eden
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Jednoga dana u Edenskom vrtu, Adam i Eva
00:33
realize they are naked.
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shvate da su goli.
00:35
They freak out.
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Izbezume se.
00:36
And the rest is history.
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I ostalo je povijest.
00:39
Nowadays, Adam and Eve
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Danas, Adam i Eva
00:41
would probably act differently.
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bi vjerojatno postupili drukčije.
00:44
[@Adam Last nite was a blast! loved dat apple LOL]
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[@Adam Sinoć ludilo! jabuka bila njam LOL]
00:46
[@Eve yep.. babe, know what happened to my pants tho?]
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[@Eva tako je.. dušo, imaš ideju gdje su mi nestale hlače?]
00:48
We do reveal so much more information
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Otkrivamo puno više informacija
00:50
about ourselves online than ever before,
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o sebi online nego ikada ranije,
00:54
and so much information about us
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i mnoge informacije o nama
00:55
is being collected by organizations.
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prikupljaju razne organizacije.
00:58
Now there is much to gain and benefit
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Koristi od ovakve masovne analize
osobnih informacija,
osobnih informacija,
01:01
from this massive analysis of personal information,
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velike količine podataka,
01:03
or big data,
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su značajne
01:05
but there are also complex tradeoffs that come
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ali puno toga i gubimo
01:08
from giving away our privacy.
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time što se odričemo svoje privatnosti.
01:11
And my story is about these tradeoffs.
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Moja priča je o toj transakciji.
01:15
We start with an observation which, in my mind,
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Počinjemo s opažanjem koje je, po meni,
01:18
has become clearer and clearer in the past few years,
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sve očiglednije u posljednjih
nekoliko godina,
nekoliko godina,
01:21
that any personal information
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a to je da svaka osobna informacija
01:23
can become sensitive information.
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može postati osjetljiva informacija.
01:25
Back in the year 2000, about 100 billion photos
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U 2000. godini, nekih
100 milijardi fotografija
100 milijardi fotografija
01:30
were shot worldwide,
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je uslikano širom svijeta,
01:31
but only a minuscule proportion of them
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ali je samo maleni dio njih
01:34
were actually uploaded online.
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postavljen na internet.
01:36
In 2010, only on Facebook, in a single month,
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U 2010-toj, samo na Facebooku,
u jednom mjesecu,
u jednom mjesecu,
01:40
2.5 billion photos were uploaded,
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postavljeno je 2,5 milijardi slika,
01:43
most of them identified.
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većina s identifikacijskim podatcima.
01:45
In the same span of time,
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U istom razdoblju,
01:47
computers' ability to recognize people in photos
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mogućnost računala da prepozna
ljude na fotografijama
ljude na fotografijama
01:52
improved by three orders of magnitude.
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poboljšala se za tri reda veličine.
01:55
What happens when you combine
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Što se dogodi kad kombiniramo
01:57
these technologies together:
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te tehnologije:
01:59
increasing availability of facial data;
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povećana dostupnost podataka o licima;
02:01
improving facial recognizing ability by computers;
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poboljšanje prepoznavanja lica od strane računala;
02:05
but also cloud computing,
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ali također i računalnih oblaka,
02:07
which gives anyone in this theater
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koji svakome u ovoj dvorani
02:09
the kind of computational power
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daju računalnu snagu
02:11
which a few years ago was only the domain
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kakva je prije nekoliko godina bila dostupna samo
02:12
of three-letter agencies;
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agencijama s 3 slova;
02:14
and ubiquitous computing,
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zatim sveprisutno računalstvo,
02:16
which allows my phone, which is not a supercomputer,
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koje omogućava mom telefonu
koji nije superračunalo,
koji nije superračunalo,
02:18
to connect to the Internet
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da se spoji na internet
02:20
and do there hundreds of thousands
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i ondje obavi analizu
02:23
of face metrics in a few seconds?
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stotine tisuća lica u nekoliko sekundi?
02:25
Well, we conjecture that the result
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Zaključujemo da će rezultat
02:28
of this combination of technologies
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kombiniranja ovih tehnologija
02:30
will be a radical change in our very notions
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predstavljati radikalnu promjenu naših shvaćanja
02:33
of privacy and anonymity.
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privatnosti i anonimnosti.
02:35
To test that, we did an experiment
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Da to provjerimo, provelii smo eksperiment
02:37
on Carnegie Mellon University campus.
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u kampusu sveučilišta Carnegie Mellon.
02:39
We asked students who were walking by
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Zamolili smo studente u prolazu
02:41
to participate in a study,
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za sudjelovanje u studiji,
02:43
and we took a shot with a webcam,
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slikali ih web kamerom,
02:46
and we asked them to fill out a survey on a laptop.
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i tražili da ispune anketu na laptopu.
02:48
While they were filling out the survey,
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Dok su oni ispunjavali anketu,
02:50
we uploaded their shot to a cloud-computing cluster,
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podigli smo njihovu sliku na klaster
mrežnog oblaka,
mrežnog oblaka,
02:53
and we started using a facial recognizer
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i aktivirali prepoznavanje lica
02:55
to match that shot to a database
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kako bismo spojili tu sliku
02:57
of some hundreds of thousands of images
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s nekom od stotina tisuća drugih
03:00
which we had downloaded from Facebook profiles.
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koje smo preuzeli s Facebook profila.
03:03
By the time the subject reached the last page
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Dok bi ispitanik došao do zadnje
stranice ankete
stranice ankete
03:06
on the survey, the page had been dynamically updated
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stranica bi se dinamički ažurirala
03:10
with the 10 best matching photos
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s 10 najsličnijih slika
03:12
which the recognizer had found,
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koje je program za prepoznavanje
lica pronašao,
lica pronašao,
03:14
and we asked the subjects to indicate
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i tražili smo da nam ispitanici pokažu
03:16
whether he or she found themselves in the photo.
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nalaze li sebe na nekoj od slika.
03:20
Do you see the subject?
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Vidite li ispitanika?
03:24
Well, the computer did, and in fact did so
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Pa, računalo ga je našlo i to je uspjelo
03:27
for one out of three subjects.
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za trećinu ispitanika.
03:29
So essentially, we can start from an anonymous face,
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U biti, možemo početi od anonimnog lica,
03:32
offline or online, and we can use facial recognition
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na mreži ili ne, i možemo upotrijebiti
prepoznavanje lica
prepoznavanje lica
03:36
to give a name to that anonymous face
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kako bismo otkrili ime toga lica,
03:38
thanks to social media data.
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zahvaljujući podacima s društvenih medija.
03:40
But a few years back, we did something else.
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Ali prije nekoliko godina, učinili smo nešto drugo.
03:42
We started from social media data,
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Uzeli smo podatke s društvenih medija,
03:44
we combined it statistically with data
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kombinirali ih statistički s podatcima
03:47
from U.S. government social security,
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socijalnog osiguranja američke vlade,
03:49
and we ended up predicting social security numbers,
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i mogli smo predvidjeti brojeve socijalnog osiguranja,
03:52
which in the United States
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koji su u Sjedinjenim Državama
03:54
are extremely sensitive information.
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izuzetno osjetljiva informacija.
03:56
Do you see where I'm going with this?
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Vidite li kamo vas vodim?
03:58
So if you combine the two studies together,
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Ako kombiniramo te dvije studije,
04:01
then the question becomes,
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postavljamo pitanje
04:02
can you start from a face and,
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možemo li početi od lica,
04:05
using facial recognition, find a name
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i, pomoću prepoznavanja lica, otkriti ime
04:07
and publicly available information
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i javno dostupne informacije
04:10
about that name and that person,
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o tom imenu i toj osobi,
04:12
and from that publicly available information
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i od tih javno dostupnih informacija
04:14
infer non-publicly available information,
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zaključiti informacije koje nisu
javno dostupne,
javno dostupne,
04:16
much more sensitive ones
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one osjetljivije,
04:18
which you link back to the face?
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koje ćemo povezati s licem?
04:19
And the answer is, yes, we can, and we did.
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Odgovor je da, možemo, i uspjeli smo.
04:21
Of course, the accuracy keeps getting worse.
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Naravno, točnost se pogoršava.
04:24
[27% of subjects' first 5 SSN digits identified (with 4 attempts)]
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[otkriveno 27% prvih 5 znamenki
socijalnog osiguranja (iz 4 pokušaja)]
socijalnog osiguranja (iz 4 pokušaja)]
04:25
But in fact, we even decided to develop an iPhone app
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Čak smo odlučili razviti aplikaciju za iPhone
04:29
which uses the phone's internal camera
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koja koristi ugrađenu kameru telefona
04:31
to take a shot of a subject
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kako bi slikala osobu
04:33
and then upload it to a cloud
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i zatim poslala sliku u oblak
04:34
and then do what I just described to you in real time:
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i odradila ono što sam vam opisao,
u stvarnom vremenu:
u stvarnom vremenu:
04:37
looking for a match, finding public information,
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izvršila prepoznavanje, otkrila javne informacije,
04:39
trying to infer sensitive information,
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probala pogoditi osjetljive informacije,
04:41
and then sending back to the phone
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i poslala ih natrag na mobitel
04:44
so that it is overlaid on the face of the subject,
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gdje su ispisane preko lica osobe.
04:47
an example of augmented reality,
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To je primjer poboljšane stvarnosti,
04:49
probably a creepy example of augmented reality.
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vjerojatno ljigav primjer poboljšane stvarnosti.
04:51
In fact, we didn't develop the app to make it available,
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Nismo izradili aplikaciju kako
bismo je učinili javno dostupnom,
bismo je učinili javno dostupnom,
04:55
just as a proof of concept.
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već da bismo dokazali koncept.
04:57
In fact, take these technologies
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Uzmite te tehnologije
04:59
and push them to their logical extreme.
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i razvijte ih do njihovog logičnog ekstrema.
05:01
Imagine a future in which strangers around you
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Zamislite budućnost u kojoj će vas stranci uokolo
05:04
will look at you through their Google Glasses
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gledati kroz svoje Google naočale
05:06
or, one day, their contact lenses,
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ili, jednoga dana, kroz leće,
05:08
and use seven or eight data points about you
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i koristiti sedam ili osam podataka o vama
05:12
to infer anything else
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kako bi otkrili sve drugo
05:15
which may be known about you.
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što se o vama može doznati.
05:17
What will this future without secrets look like?
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Kako će izgledati ta budućnost bez tajni?
05:22
And should we care?
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Trebamo li brinuti?
05:24
We may like to believe
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Možda bismo rado povjerovali
05:26
that the future with so much wealth of data
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da će budućnost s toliko podataka
05:29
would be a future with no more biases,
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biti budućnost bez predrasuda,
05:32
but in fact, having so much information
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no, zapravo, količina informacija
05:35
doesn't mean that we will make decisions
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ne znači da ćemo donositi
05:37
which are more objective.
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objektivnije odluke.
05:39
In another experiment, we presented to our subjects
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U drugom eksperimentu, ispitanicima smo predočili
05:42
information about a potential job candidate.
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informacije o potencijalnom kandidatu za posao.
05:44
We included in this information some references
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Te informacije su sadržavale
05:47
to some funny, absolutely legal,
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neke duhovite, savršeno zakonite,
05:50
but perhaps slightly embarrassing information
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ali možda malo neugodne informacije
05:52
that the subject had posted online.
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koje je osoba objavila na internetu.
05:54
Now interestingly, among our subjects,
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Neki naši ispitanici
05:57
some had posted comparable information,
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su objavili usporedive informacije,
06:00
and some had not.
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a neki nisu.
06:02
Which group do you think
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Što mislite, koja je skupina
06:04
was more likely to judge harshly our subject?
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oštrije sudila našem kandidatu?
06:09
Paradoxically, it was the group
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Paradoksalno, bila je to skupina
06:10
who had posted similar information,
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koja je o sebi objavila slične informacije,
06:12
an example of moral dissonance.
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što je primjer moralnog odstupanja.
06:15
Now you may be thinking,
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Možda mislite,
06:17
this does not apply to me,
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to se ne odnosi na mene,
06:19
because I have nothing to hide.
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jer ja nemam što skrivati.
06:21
But in fact, privacy is not about
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Ali kod privatnosti nije riječ
06:23
having something negative to hide.
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o nečemu negativnom što želimo sakriti.
06:27
Imagine that you are the H.R. director
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Zamislite da ste direktor ljudskih resursa
06:29
of a certain organization, and you receive résumés,
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u tvrtki, zaprimate životopise
06:32
and you decide to find more information about the candidates.
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i odlučujete pronaći više informacija
o kandidatima.
o kandidatima.
06:35
Therefore, you Google their names
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Upišete im imena u Google
06:37
and in a certain universe,
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i u određenom svemiru,
06:39
you find this information.
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pronađete te informacije.
06:41
Or in a parallel universe, you find this information.
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Ili u paralelnom svemiru pronađete ove.
06:46
Do you think that you would be equally likely
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Mislite li da je vjerojatnost jednaka
06:49
to call either candidate for an interview?
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kojeg kandidata ćete pozvati?
06:51
If you think so, then you are not
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Ako tako mislite, onda niste
06:54
like the U.S. employers who are, in fact,
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kao američki poslodavci koji su
06:56
part of our experiment, meaning we did exactly that.
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sudionici eksperimenta, odnosno, baš smo to uradili.
07:00
We created Facebook profiles, manipulating traits,
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Napravili smo Facebook profile, oblikovali karakteristike
07:03
then we started sending out résumés to companies in the U.S.,
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i počeli slati životopise tvrtkama u SAD-u;
07:06
and we detected, we monitored,
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otkrivali smo, pratili,
07:07
whether they were searching for our candidates,
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da li pretražuju naše kandidate
07:10
and whether they were acting on the information
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i da li postupaju prema informacijama
07:12
they found on social media. And they were.
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koje su našli na društvenim mrežama.
Činili su to.
Činili su to.
07:14
Discrimination was happening through social media
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Društveni mediji su omogućili diskriminaciju
07:16
for equally skilled candidates.
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između jednako stručnih kandidata.
07:19
Now marketers like us to believe
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Marketeri žele da vjerujemo
07:23
that all information about us will always
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da će se naše informacije uvijek
07:26
be used in a manner which is in our favor.
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koristiti u našu korist.
07:29
But think again. Why should that be always the case?
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Razmislite malo. Zašto bi to uvijek bilo tako?
07:33
In a movie which came out a few years ago,
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U filmu otprije nekoliko godina,
07:35
"Minority Report," a famous scene
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"Manjinsko izvješće", u slavnom prizoru
07:38
had Tom Cruise walk in a mall
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Tom Cruise hoda trgovačkim centrom
07:40
and holographic personalized advertising
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i holografska reklama prilagođena njemu
07:44
would appear around him.
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pojavljuje se oko njega.
07:46
Now, that movie is set in 2054,
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Radnja filma je u 2054.,
07:49
about 40 years from now,
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oko 40 godina od danas,
07:51
and as exciting as that technology looks,
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i koliko god uzbudljivo ta tehnologija izgledala,
07:54
it already vastly underestimates
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već danas drastično podcjenjuje
07:56
the amount of information that organizations
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količinu informacija koje organizacije
07:59
can gather about you, and how they can use it
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mogu prikupiti o vama i koristiti
08:01
to influence you in a way that you will not even detect.
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da utječu na vas na način koji nikada nećete otkriti.
08:04
So as an example, this is another experiment
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Na primjer, evo eksperimenta
08:07
actually we are running, not yet completed.
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koji je u tijeku, nije još završen.
08:09
Imagine that an organization has access
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Zamislite da organizacija ima pristup
08:11
to your list of Facebook friends,
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popisu vaših Facebook prijatelja,
08:13
and through some kind of algorithm
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i da nekakvim algoritmom
08:15
they can detect the two friends that you like the most.
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može otkriti vaša dva najdraža prijatelja.
08:19
And then they create, in real time,
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Zatim izrade, u stvarnom vremenu,
08:21
a facial composite of these two friends.
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kompozit lica to dvoje prijatelja.
08:24
Now studies prior to ours have shown that people
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Ranije studije su pokazale
08:27
don't recognize any longer even themselves
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da ljudi ne prepoznaju ni sebe
08:30
in facial composites, but they react
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u kompozitima lica, ali na njih
08:32
to those composites in a positive manner.
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reagiraju s naklonošću.
08:34
So next time you are looking for a certain product,
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I tako vi tražite neki proizvod,
08:38
and there is an ad suggesting you to buy it,
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a u oglasu koji ga reklamira,
08:40
it will not be just a standard spokesperson.
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nije bilo koji prezenter.
08:43
It will be one of your friends,
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To je jedan od vaših prijatelja,
08:46
and you will not even know that this is happening.
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a vi nećete ni znati što se događa.
08:49
Now the problem is that
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Problem je u tome
08:51
the current policy mechanisms we have
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što su postojeći pravni mehanizmi
08:54
to protect ourselves from the abuses of personal information
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za zaštitu od zloporabe osobnih informacija
08:57
are like bringing a knife to a gunfight.
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efikasni kao nož u dvoboju pištoljima.
09:00
One of these mechanisms is transparency,
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Jedan od tih mehanizama je transparentnost,
09:03
telling people what you are going to do with their data.
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da obavijestite ljude što ćete
činiti s njihovim podatcima.
činiti s njihovim podatcima.
09:06
And in principle, that's a very good thing.
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U načelu, to je vrlo dobra stvar.
09:08
It's necessary, but it is not sufficient.
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To je potrebno, ali ne i dovoljno.
09:12
Transparency can be misdirected.
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Transparentnost može biti prikrivena.
09:16
You can tell people what you are going to do,
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Kažete ljudima što ćete činiti s podatcima,
09:18
and then you still nudge them to disclose
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a onda ih ipak navedete da otkriju
09:20
arbitrary amounts of personal information.
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arbitrarne količine osobnih informacija.
09:23
So in yet another experiment, this one with students,
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U još jednom eksperimentu, ovoga
puta sa studentima,
puta sa studentima,
09:26
we asked them to provide information
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pitali smo ih za informacije
09:29
about their campus behavior,
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o njihovom ponašanju na fakultetu,
09:31
including pretty sensitive questions, such as this one.
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uključujući osjetljiva pitanja, poput ovog.
09:34
[Have you ever cheated in an exam?]
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[Jeste li ikada varali na ispitu?]
09:34
Now to one group of subjects, we told them,
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Jednoj skupini smo rekli,
09:36
"Only other students will see your answers."
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"Samo će drugi studenti vidjeti vaše odgovore."
09:39
To another group of subjects, we told them,
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Drugoj skupini smo rekli,
09:41
"Students and faculty will see your answers."
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"Studenti i profesori će
vidjeti vaše odgovore."
vidjeti vaše odgovore."
09:44
Transparency. Notification. And sure enough, this worked,
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Transparentnost. Obavijest.
Rezultat je bio taj
Rezultat je bio taj
09:47
in the sense that the first group of subjects
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da je prva skupina ispitanika
09:48
were much more likely to disclose than the second.
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priznala puno više od druge.
09:51
It makes sense, right?
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Ima smisla, zar ne?
09:52
But then we added the misdirection.
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Ali tada smo uveli prikrivanje.
09:54
We repeated the experiment with the same two groups,
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Ponovili smo eksperiment
s iste dvije skupine,
s iste dvije skupine,
09:57
this time adding a delay
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samo smo dodali vremenski pomak
09:59
between the time we told subjects
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između vremena u kojem smo im rekli
10:02
how we would use their data
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kako ćemo koristiti njihove podatke
10:04
and the time we actually started answering the questions.
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i vremena početka odgovaranja na pitanja.
10:09
How long a delay do you think we had to add
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Što mislite, koliki je pomak trebao
10:11
in order to nullify the inhibitory effect
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da se poništi efekt inhibicije
10:16
of knowing that faculty would see your answers?
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uslijed znanja da će profesori
vidjeti odgovore?
vidjeti odgovore?
10:19
Ten minutes?
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10 minuta?
10:21
Five minutes?
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5 minuta?
10:23
One minute?
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Jednu minutu?
10:25
How about 15 seconds?
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Ili 15 sekundi?
10:27
Fifteen seconds were sufficient to have the two groups
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Bilo je dovoljno 15 sekundi da dvije skupine
10:29
disclose the same amount of information,
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otkriju istu količinu informacija,
10:31
as if the second group now no longer cares
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kao da drugoj skupini više nije bilo važno
10:34
for faculty reading their answers.
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što će profesori pročitati odgovore.
10:36
Now I have to admit that this talk so far
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Priznajem da do sada moj govor
10:40
may sound exceedingly gloomy,
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možda zvuči izrazito sumorno,
10:42
but that is not my point.
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ali nije mi to cilj.
10:44
In fact, I want to share with you the fact that
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Želim s vama podijeliti činjenicu
10:46
there are alternatives.
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da postoje alternative.
10:48
The way we are doing things now is not the only way
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Način na koji sada obavljamo stvari nije jedini
10:51
they can done, and certainly not the best way
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mogući način, a svakako nije najbolji
10:54
they can be done.
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mogući način.
10:56
When someone tells you, "People don't care about privacy,"
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Kad vam kažu, "Ljudi ne mare za privatnost,"
11:00
consider whether the game has been designed
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razmislite nije li sve možda osmišljeno
11:03
and rigged so that they cannot care about privacy,
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tako da ne mogu voditi
računa o privatnosti,
računa o privatnosti,
11:05
and coming to the realization that these manipulations occur
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a shvaćanjem da se manipulacije događaju
11:09
is already halfway through the process
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već smo na pola puta
11:10
of being able to protect yourself.
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do mogućnosti da se zaštitimo.
11:12
When someone tells you that privacy is incompatible
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Kad vam kažu da je privatnost u suprotnosti
11:16
with the benefits of big data,
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s koristima od masovnih podataka,
11:18
consider that in the last 20 years,
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vodite računa da su u posljednjih 20 godina,
11:20
researchers have created technologies
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otkrivene tehnologije
11:22
to allow virtually any electronic transactions
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koje omogućavaju praktički svim elektronskim transakcijama
11:26
to take place in a more privacy-preserving manner.
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odvijanje u uvjetima zaštite privatnosti.
11:29
We can browse the Internet anonymously.
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Možemo se anonimno kretati po internetu.
11:32
We can send emails that can only be read
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Možemo slati e-poštu koju može čitati
11:35
by the intended recipient, not even the NSA.
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samo onaj kome šaljemo,
a ne može ni NSA.
a ne može ni NSA.
11:38
We can have even privacy-preserving data mining.
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Možemo imati čak i prikupljanje podataka
koje čuva privatnost.
koje čuva privatnost.
11:41
In other words, we can have the benefits of big data
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Drugim riječima, možemo imati
sve koristi od masovnih podataka,
sve koristi od masovnih podataka,
11:45
while protecting privacy.
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a ipak zaštititi privatnost.
11:47
Of course, these technologies imply a shifting
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Naravno, te tehnologije traže seljenje
11:51
of cost and revenues
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troškova i prihoda
11:53
between data holders and data subjects,
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između vlasnika podataka i
onih na koje se podaci odnose,
onih na koje se podaci odnose,
11:55
which is why, perhaps, you don't hear more about them.
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i zato ne čujete puno o tome.
11:58
Which brings me back to the Garden of Eden.
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Što me vraća u Edenski vrt.
12:02
There is a second privacy interpretation
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Ima još jedna interpretacija privatnosti
12:05
of the story of the Garden of Eden
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u priči o rajskom vrtu
12:07
which doesn't have to do with the issue
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koja se ne mora odnositi na pitanje
12:09
of Adam and Eve feeling naked
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osjećaja golotinje Adama i Eve
12:11
and feeling ashamed.
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i njihovog osjećaja stida.
12:13
You can find echoes of this interpretation
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Odjek te interpretacije može se naći
12:16
in John Milton's "Paradise Lost."
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u "Izgubljenom raju" Johna Miltona.
12:19
In the garden, Adam and Eve are materially content.
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U vrtu, Adam i Eva su
materijalno zadovoljni.
materijalno zadovoljni.
12:23
They're happy. They are satisfied.
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Sretni su. Zadovoljni su.
12:25
However, they also lack knowledge
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Ali nedostaju im znanje
12:27
and self-awareness.
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i svjesnost o sebi.
12:29
The moment they eat the aptly named
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Kada pojedu odgovarajuće nazvanu
12:32
fruit of knowledge,
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voćku znanja,
12:34
that's when they discover themselves.
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oni otkriju sebe.
12:36
They become aware. They achieve autonomy.
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Spoznaju se. Ostvare autonomiju.
12:40
The price to pay, however, is leaving the garden.
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Cijena, međutim, napuštanje je vrta.
12:43
So privacy, in a way, is both the means
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Privatnost je tako i sredstvo
12:47
and the price to pay for freedom.
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i cijena koju moramo platiti za slobodu.
12:50
Again, marketers tell us
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Marketeri nam kažu
12:53
that big data and social media
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da masovni podaci i društveni mediji
12:56
are not just a paradise of profit for them,
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nisu samo rajski profit za njih,
12:59
but a Garden of Eden for the rest of us.
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već i Edenski vrt za sve nas.
13:02
We get free content.
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Dobivamo besplatne sadržaje.
13:03
We get to play Angry Birds. We get targeted apps.
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Možemo igrati Angry Birds.
Dobivamo ciljane aplikacije.
Dobivamo ciljane aplikacije.
13:06
But in fact, in a few years, organizations
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Međutim, za nekoliko godina će organizacije
13:09
will know so much about us,
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znati toliko mnogo o nama,
13:10
they will be able to infer our desires
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da će moći predvidjeti naše želje
13:13
before we even form them, and perhaps
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i prije nego ih oblikujemo, a možda
13:15
buy products on our behalf
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i naručiti proizvode u naše ime
13:18
before we even know we need them.
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prije nego i shvatimo da ih trebamo.
13:20
Now there was one English author
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Jedan engleski pisac
13:23
who anticipated this kind of future
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je predvidio ovakvu budućnost
13:26
where we would trade away
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gdje ćemo se odreći
13:28
our autonomy and freedom for comfort.
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neovisnosti i slobode za komfor.
13:31
Even more so than George Orwell,
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Još i više od Georgea Orwella,
13:33
the author is, of course, Aldous Huxley.
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taj autor je, naravno, Aldous Huxley.
13:36
In "Brave New World," he imagines a society
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U "Vrlom novom svijetu," zamišlja društvo
13:39
where technologies that we created
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u kojem tehnologije koje smo stvorili
13:41
originally for freedom
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da nam donesu slobodu
13:43
end up coercing us.
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naposlijetku nas sputaju.
13:46
However, in the book, he also offers us a way out
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Međutim, u knjizi nam on nudi i izlaz
13:50
of that society, similar to the path
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iz takvog društva, sličan onom
13:54
that Adam and Eve had to follow to leave the garden.
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Adama i Eve koji su napustili vrt.
13:58
In the words of the Savage,
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Kako je Savage rekao,
14:00
regaining autonomy and freedom is possible,
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moguće je povratiti neovisnost i slobodu,
14:03
although the price to pay is steep.
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ali treba platiti visoku cijenu.
14:06
So I do believe that one of the defining fights
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Vjerujem da će jedna od ključnih bitaka
14:11
of our times will be the fight
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našeg doba biti bitka
14:14
for the control over personal information,
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za kontrolu nad osobnim informacijama,
14:16
the fight over whether big data will become a force
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bitka oko toga hoće li masovni podaci
14:20
for freedom,
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biti sila oslobođenja,
14:21
rather than a force which will hiddenly manipulate us.
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ili sila koja će potajno manipulirati nama.
14:26
Right now, many of us
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Danas mnogi od nas
14:29
do not even know that the fight is going on,
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ni ne znaju da se ta bitka vodi,
14:31
but it is, whether you like it or not.
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ali odvija se, sviđalo vam se to ili ne.
14:34
And at the risk of playing the serpent,
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I riskirajući da glumim zmiju,
14:37
I will tell you that the tools for the fight
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reći ću vam da su alati za tu bitku tu,
14:40
are here, the awareness of what is going on,
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svjesnost o onome što se događa,
14:43
and in your hands,
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u vašim su rukama,
14:44
just a few clicks away.
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samo nekoliko klikova od vas.
14:48
Thank you.
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Hvala vam.
14:49
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Alessandro Acquisti - Privacy economistWhat motivates you to share your personal information online? Alessandro Acquisti studies the behavioral economics of privacy (and information security) in social networks.
Why you should listen
Online, we humans are paradoxical: We cherish privacy, but freely disclose our personal information in certain contexts. Privacy economics offers a powerful lens to understand this paradox, and the field has been spearheaded by Alessandro Acquisti and his colleagues' analyses of how we decide what to share online and what we get in return.
His team's surprising studies on facial recognition software showed that it can connect an anonymous human face to an online name -- and then to a Facebook account -- in about 3 seconds. Other work shows how easy it can be to find a US citizen's Social Security number using basic pattern matching on public data. Work like this earned him an invitation to testify before a US Senate committee on the impact technology has on civil liberties.
Read about his work in the New York Times »
Alessandro Acquisti | Speaker | TED.com