TED2011
Eli Pariser: Beware online "filter bubbles"
Eli Pariser: Čuvajte se online "filter mehurića"
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Kako se web kompanije bore da skroje svoje usluge (uključujući vesti i rezultate pretrage) u skladu sa našim ličnim ukusima, postoji opasna nenamerna posledica: Bivamo zarobljeni unutar "filter mehurića" i nismo izloženi informacijama koje bi izazvale ili proširile naš pogled na svet. Eli Pariser žučno raspravlja da će se ovo konačno pokazati kao loše po nas i loše po demokratiju.
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 Cukerberg,
00:17
a journalist was asking him a question about the news feed.
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novinar mu je postavio pitanje u vezi news feed-a (na facebooku).
00:20
And the journalist was asking him,
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I novinar ga je pitao,
00:22
"Why is this so important?"
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"zašto je ovo tako bitno?"
00:24
And Zuckerberg said,
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A Cukerberg je odgovorio,
00:26
"A squirrel dying in your front yard
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"Veverica koja umire na vašem travnjaku
00:28
may be more relevant to your interests right now
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može biti relevantnija za vas u ovom trenutku
00:31
than people dying in Africa."
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nego ljudi koji umiru u Africi."
00:34
And I want to talk about
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Želeo bih da govorim o tome
00:36
what a Web based on that idea of relevance might look like.
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kako bi izgledao internet zasnovan na toj ideji o relevantnosti.
00:40
So when I was growing up
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Tokom mog odrastanja
00:42
in a really rural area in Maine,
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u stvarno ruralnoj sredini u Mejnu,
00:44
the Internet meant something very different to me.
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Internet je meni značio nešto sasvim drugačije.
00:47
It meant a connection to the world.
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Značio je vezu sa svetom.
00:49
It meant something that would connect us all together.
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Predstavljao je nešto što bi nas sve povezalo.
00:52
And I was sure that it was going to be great for democracy
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I bio sam siguran da će to biti sjajno za demokratiju
00:55
and for our society.
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i za društvo.
00:58
But there's this shift
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Ali tu postoji taj preokret
01:00
in how information is flowing online,
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u načinu na koji informacija putuje online,
01:02
and it's invisible.
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koji je nevidljiv.
01:05
And if we don't pay attention to it,
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I ako ne obratimo pažnju na njega,
01:07
it could be a real problem.
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može postati realan problem.
01:10
So I first noticed this in a place I spend a lot of time --
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Prvi put sam ovo primetio na mestu na kom provodim dosta vremena --
01:13
my Facebook page.
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moja Facebook stranica.
01:15
I'm progressive, politically -- big surprise --
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Moja politička shvatanja su progresivna -- kakvo iznenađenje --
01:18
but I've always gone out of my way to meet conservatives.
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ali sam se uvek trudio da upoznam konzervativce.
01:20
I like hearing what they're thinking about;
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Volim da čujem o čemu razmišljaju;
01:22
I like seeing what they link to;
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Volim da vidim koje linkove postavljaju;
01:24
I like learning a thing or two.
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Volim da naučim par stvari.
01:26
And so I was surprised when I noticed one day
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Tako da sam bio iznenađen kad sam jednog dana primetio
01:29
that the conservatives had disappeared from my Facebook feed.
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da su konzervativci nestali iz mog Facebook feeda.
01:33
And what it turned out was going on
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A ono što se ispostavilo je
01:35
was that Facebook was looking at which links I clicked on,
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da je Facebook pratio koje linkove sam kliknuo,
01:39
and it was noticing that, actually,
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i primećivao je da sam, u stvari,
01:41
I was clicking more on my liberal friends' links
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više kliktao na linkove mojih liberalnih prijatelja
01:43
than on my conservative friends' links.
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nego na linkove mojih konzervativnih prijatelja.
01:46
And without consulting me about it,
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I bez konsultacije sa mnom,
01:48
it had edited them out.
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izbacio ih je.
01:50
They disappeared.
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Oni su nestali.
01:54
So Facebook isn't the only place
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Ali Facebook nije jedino mesto
01:56
that's doing this kind of invisible, algorithmic
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koje radi ovo nevidljivo, algoritamsko
01:58
editing of the Web.
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menjanje Weba.
02:01
Google's doing it too.
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I Google to radi.
02:03
If I search for something, and you search for something,
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Kad ja tražim neki pojam, i vi tražite neki pojam,
02:06
even right now at the very same time,
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čak i sada, u isto vreme,
02:08
we may get very different search results.
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možemo dobiti različite rezultate pretrage.
02:11
Even if you're logged out, one engineer told me,
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Čak i ako niste ulogovani, jedan inženjer mi je rekao,
02:14
there are 57 signals
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postoji 57 signala
02:16
that Google looks at --
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koje Google prati --
02:19
everything from what kind of computer you're on
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sve od toga na kakvom ste kompjuteru
02:22
to what kind of browser you're using
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do toga koji pretraživač koristite
02:24
to where you're located --
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i toga gde se nalazite --
02:26
that it uses to personally tailor your query results.
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koje koristi da bi vam lično skrojio rezultate pretrage.
02:29
Think about it for a second:
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Razmislite o tome na momenat:
02:31
there is no standard Google anymore.
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više ne postoji standardni Google.
02:35
And you know, the funny thing about this is that it's hard to see.
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Znate, zanimljivo u vezi toga je da je to vrlo teško primetiti.
02:38
You can't see how different your search results are
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Vi ne možete videti koliko se vaši rezultati pretrage
02:40
from anyone else's.
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razlikuju od bilo čijih drugih.
02:42
But a couple of weeks ago,
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Ali pre par nedelja
02:44
I asked a bunch of friends to Google "Egypt"
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pitao sam grupu prijatelja da guglaju "Egipat"
02:47
and to send me screen shots of what they got.
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i da mi pošalju snimak ekrana šta su dobili.
02:50
So here's my friend Scott's screen shot.
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Evo snimka ekrana mog prijatelja Skota.
02:54
And here's my friend Daniel's screen shot.
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A evo snimka ekrana mog prijatelja Danijela.
02:57
When you put them side-by-side,
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Kad ih stavite jedan pored drugog,
02:59
you don't even have to read the links
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ne morate čak ni da čitate linkove
03:01
to see how different these two pages are.
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da biste videli koliko se razlikuju.
03:03
But when you do read the links,
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Ali kad pročitate linkove,
03:05
it's really quite remarkable.
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stvarno je vrlo upadljivo.
03:09
Daniel didn't get anything about the protests in Egypt at all
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Danijel nije dobio ništa u vezi protesta u Egiptu
03:12
in his first page of Google results.
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na svojoj prvoj stranici Google rezultata.
03:14
Scott's results were full of them.
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Skotovi rezultati su bili puni protesta.
03:16
And this was the big story of the day at that time.
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A to je bila najvažnija vest dana u tom trenutku.
03:18
That's how different these results are becoming.
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Toliko ti rezultati postaju različiti.
03:21
So it's not just Google and Facebook either.
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To nisu čak ni samo Google i Facebook.
03:24
This is something that's sweeping the Web.
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To je nešto što se širi mrežom.
03:26
There are a whole host of companies that are doing this kind of personalization.
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Postoji mnoštvo kompanija koje rade ovakvu vrstu personalizacije.
03:29
Yahoo News, the biggest news site on the Internet,
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Yahoo News, najveći news sajt na Internetu,
03:32
is now personalized -- different people get different things.
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je sada personalizovan -- različiti ljudi dobijaju različite stvari.
03:36
Huffington Post, the Washington Post, the New York Times --
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Huffington Post, Vašington Post, New York Times --
03:39
all flirting with personalization in various ways.
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svi flertuju sa personalizacijom na različite načine.
03:42
And this moves us very quickly
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I to nas vrlo brzo vodi
03:45
toward a world in which
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ka svetu u kome
03:47
the Internet is showing us what it thinks we want to see,
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nam Internet prikazuje stvari koje misli da želimo da vidimo,
03:51
but not necessarily what we need to see.
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ali ne nužno i stvari koje bi trebalo da vidimo.
03:54
As Eric Schmidt said,
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Kao što je Erik Šmit rekao,
03:57
"It will be very hard for people to watch or consume something
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"Biće vrlo teško ljudima da gledaju ili konzumiraju nešto
04:00
that has not in some sense
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što nije na neki način
04:02
been tailored for them."
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skrojeno baš za njih."
04:05
So I do think this is a problem.
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Tako da stvarno smatram da je to problem.
04:07
And I think, if you take all of these filters together,
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I mislim da, ako skupite sve te filtere,
04:10
you take all these algorithms,
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uzmete sve te algoritme,
04:12
you get what I call a filter bubble.
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dobijete ono što zovem filter mehurić.
04:16
And your filter bubble is your own personal,
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Vaš filter mehurić je vaš lični
04:19
unique universe of information
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jedinstveni univerzum informacija
04:21
that you live in online.
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u kome živite online.
04:23
And what's in your filter bubble
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A šta se nalazi u vašem filter mehiruću
04:26
depends on who you are, and it depends on what you do.
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zavisi od toga ko ste, i zavisi od toga čime se bavite.
04:29
But the thing is that you don't decide what gets in.
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Ali stvar je u tome da vi ne odlučujete šta ulazi unutra.
04:33
And more importantly,
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I još važnije,
04:35
you don't actually see what gets edited out.
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ne možete da vidite šta vam je uklonjeno.
04:38
So one of the problems with the filter bubble
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Tako da je jedan od problema sa filter mehurićem
04:40
was discovered by some researchers at Netflix.
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pronađen od strane nekih istraživača iz Netflixa.
04:43
And they were looking at the Netflix queues, and they noticed something kind of funny
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Posmatrali su Netflix redoslede, i primetili nešto zanimljivo
04:46
that a lot of us probably have noticed,
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što su mnogi od nas verovatno primetili,
04:48
which is there are some movies
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a to je da postoje neki filmovi
04:50
that just sort of zip right up and out to our houses.
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koji na neki način iskoče pravo u naše domove.
04:53
They enter the queue, they just zip right out.
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Uđu u redosled, i odmah iskoče.
04:56
So "Iron Man" zips right out,
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Tako "Iron Man" odmah iskoči,
04:58
and "Waiting for Superman"
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a "Waiting for Superman"
05:00
can wait for a really long time.
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može da čeka prilično dugo vremena.
05:02
What they discovered
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Ono što su otkrili
05:04
was that in our Netflix queues
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je da se u Netflix redosledu
05:06
there's this epic struggle going on
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dešava epska bitka
05:09
between our future aspirational selves
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između našeg budućeg sebe kojem težimo
05:12
and our more impulsive present selves.
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i našeg sadašnjeg, impulsivnijeg sebe.
05:15
You know we all want to be someone
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Znate, svi bismo želeli da budemo neko
05:17
who has watched "Rashomon,"
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ko je gledao "Rašomona",
05:19
but right now
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ali trenutno
05:21
we want to watch "Ace Ventura" for the fourth time.
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želimo da gledamo "Ejs Venturu" po četvrti put.
05:24
(Laughter)
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(Smeh)
05:27
So the best editing gives us a bit of both.
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Tako da nam najbolje uređivanje daje pomalo od oboje.
05:29
It gives us a little bit of Justin Bieber
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Daje nam pomalo Džastin Bibera
05:31
and a little bit of Afghanistan.
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i pomalo Avganistana.
05:33
It gives us some information vegetables;
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Daje nam neke biljke informacija,
05:35
it gives us some information dessert.
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i daje nam neke dezerte informacija.
05:38
And the challenge with these kinds of algorithmic filters,
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Nedostatak ove vrste algoritamskih filtera,
05:40
these personalized filters,
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ovih personalizovanih filtera,
05:42
is that, because they're mainly looking
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je u tome što, pošto pretežno prate
05:44
at what you click on first,
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na šta prvo klikćete,
05:48
it can throw off that balance.
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mogu da poremete tu ravnotežu.
05:52
And instead of a balanced information diet,
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Umesto balansirane informacijske dijete,
05:55
you can end up surrounded
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možete završiti okruženi
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by information junk food.
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informacijskom lošom hranom.
05:59
What this suggests
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Ovo u stvari ukazuje na to da
06:01
is actually that we may have the story about the Internet wrong.
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smo možda promašili celu priču sa Internetom.
06:04
In a broadcast society --
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U društvu širokopojasnog emitovanja --
06:06
this is how the founding mythology goes --
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ovako glasi osnivačka mitologija --
06:08
in a broadcast society,
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u društvu širokopojasnog emitovanja,
06:10
there were these gatekeepers, the editors,
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postojali su ti vratari, urednici,
06:12
and they controlled the flows of information.
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koji su kontrolisali protok informacija.
06:15
And along came the Internet and it swept them out of the way,
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I onda se pojavio Internet koji ih je oduvao sa puta,
06:18
and it allowed all of us to connect together,
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i omogućio svima nama da se međusobno povežemo,
06:20
and it was awesome.
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što je bilo fenomenalno.
06:22
But that's not actually what's happening right now.
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Ali to u stvari nije ono što se upravo dešava.
06:26
What we're seeing is more of a passing of the torch
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Ono što sada posmatramo je više prelazak štafete
06:29
from human gatekeepers
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od ljudskih vratara
06:31
to algorithmic ones.
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ka algoritamskim.
06:34
And the thing is that the algorithms
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A stvar je u tome da algoritmi
06:37
don't yet have the kind of embedded ethics
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još uvek nemaju ugrađenu etiku
06:40
that the editors did.
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koju su imali urednici.
06:43
So if algorithms are going to curate the world for us,
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Ako će algoritmi da nam budu tutori o svetu,
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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ako će da odlučuju šta možemo a šta ne možemo da vidimo,
06:49
then we need to make sure
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onda moramo da se pobrinemo
06:51
that they're not just keyed to relevance.
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da nisu naštimovani samo na relevantnost.
06:54
We need to make sure that they also show us things
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Moramo da obezbedimo da nam prikazuju i stvari
06:56
that are uncomfortable or challenging or important --
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koje su neprijatne ili teške ili bitne --
06:59
this is what TED does --
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to je ono što TED radi --
07:01
other points of view.
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druge tačke gledišta.
07:03
And the thing is, we've actually been here before
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Stvar je u tome da smo već bili na ovom mestu
07:05
as a society.
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kao društvo.
07:08
In 1915, it's not like newspapers were sweating a lot
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1915. godine, novine se nisu mnogo brinule
07:11
about their civic responsibilities.
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o svojoj odgovornosti prema građanima.
07:14
Then people noticed
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Onda su ljudi primetili
07:16
that they were doing something really important.
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da one rade nešto vrlo značajno.
07:19
That, in fact, you couldn't have
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Da, u stvari, ne možete imati
07:21
a functioning democracy
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funkcionalnu demokratiju
07:23
if citizens didn't get a good flow of information,
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ako građani nemaju dobar priliv informacija.
07:28
that the newspapers were critical because they were acting as the filter,
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Da su novine kritične, jer su funkcionisale kao filter,
07:31
and then journalistic ethics developed.
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i onda se razvila novinarska etika.
07:33
It wasn't perfect,
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Nije bila savršena,
07:35
but it got us through the last century.
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ali nam je poslužila kroz prošli vek.
07:38
And so now,
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I tako smo danas,
07:40
we're kind of back in 1915 on the Web.
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u neku ruku ponovo u 1915. na mreži.
07:44
And we need the new gatekeepers
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I potrebni su nam novi vratari
07:47
to encode that kind of responsibility
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da utkaju tu vrstu odgovornosti
07:49
into the code that they're writing.
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u kod koji ispisuju.
07:51
I know that there are a lot of people here from Facebook and from Google --
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Znam da ima dosta ljudi ovde iz Facebooka ili Googla --
07:54
Larry and Sergey --
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Lari i Sergej --
07:56
people who have helped build the Web as it is,
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ljudi koji su pomogli u izgradnji Weba kakav je danas,
07:58
and I'm grateful for that.
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i ja sam im zahvalan zbog toga.
08:00
But we really need you to make sure
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Ali stvarno želimo da obezbedite
08:03
that these algorithms have encoded in them
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da ti algoritmi imaju ugrađen u sebi
08:06
a sense of the public life, a sense of civic responsibility.
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osećaj javnog života, osećaj građanske odgovornosti.
08:09
We need you to make sure that they're transparent enough
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Želimo da obezbedite da su dovoljno transparentni
08:12
that we can see what the rules are
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da možemo da vidimo koja su pravila
08:14
that determine what gets through our filters.
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koja određuju šta će proći kroz naše filtere.
08:17
And we need you to give us some control
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I želimo da nam date neku kontrolu,
08:19
so that we can decide
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da možemo da odlučimo
08:21
what gets through and what doesn't.
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šta će proći a šta neće.
08:24
Because I think
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Jer smatram da
08:26
we really need the Internet to be that thing
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nam je stvarno potrebno da Internet bude to
08:28
that we all dreamed of it being.
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što smo svi sanjali da će biti.
08:30
We need it to connect us all together.
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Potreban nam je da nas sve poveže.
08:33
We need it to introduce us to new ideas
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Potreban nam je da nas upozna sa novim idejama
08:36
and new people and different perspectives.
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i novim ljudima i različitim perspektivama.
08:40
And it's not going to do that
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A to neće uraditi
08:42
if it leaves us all isolated in a Web of one.
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ako nas sve ostavi izolovane u pojedinačnim mrežama.
08:45
Thank you.
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Hvala Vam.
08:47
(Applause)
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(Aplauz)
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