TEDxOslo
Andreas Ekström: The moral bias behind your search results
Andreas Ekstrom: 网络搜索结果背后的道德偏见
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网上搜索引擎已经成为我们最信赖的信息来源和真理的仲裁者。但任何时候我们都能得到一个无偏差的搜索结果吗？瑞典作家和新闻记者，Andreas Ekstrom，认为这样的事在哲学思维分析上不可能存在。在这个值得深思的演讲中，他呼吁我们要加强科技和人文科学间的联系，而且他提醒我们，通过计算机操作解决问题的背后，是一套个人的信仰，从来没有破译密码能完全根除这样的信仰。
Andreas Ekström - Author and journalist
Andreas Ekström describes the power structures of the digital revolution. Full bio
Andreas Ekström describes the power structures of the digital revolution. Full bio
Double-click the English transcript below to play the video.
00:13
So whenever I visit a school
and talk to students,
and talk to students,
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每当我参观一所学校，
和学生们交谈，
和学生们交谈，
00:15
I always ask them the same thing:
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我总是问他们同样的问题：
00:18
Why do you Google?
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为什么你用Google？
00:20
Why is Google the search engine
of choice for you?
of choice for you?
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为什么你首选Google
作为搜索引擎呢？
作为搜索引擎呢？
00:24
Strangely enough, I always get
the same three answers.
the same three answers.
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奇怪的是，我总是得到
三个相同的回答。
三个相同的回答。
00:27
One, "Because it works,"
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第一个回答，
“因为它是个管用的搜索工具，”
“因为它是个管用的搜索工具，”
00:29
which is a great answer;
that's why I Google, too.
that's why I Google, too.
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这是最好的答案，也是
我使用Google的原因。
我使用Google的原因。
00:32
Two, somebody will say,
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第二个回答是，
00:34
"I really don't know of any alternatives."
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”我真的不知道其他
任何可代替的方法。“
任何可代替的方法。“
00:37
It's not an equally great answer
and my reply to that is usually,
and my reply to that is usually,
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这不是一个很好的回答，
而我的回应总是，
而我的回应总是，
00:40
"Try to Google the word 'search engine,'
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”尝试在Google上
键入搜索引擎，
键入搜索引擎，
00:42
you may find a couple
of interesting alternatives."
of interesting alternatives."
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你可以发现一些有趣的，
可代替的搜索方法。”
可代替的搜索方法。”
00:45
And last but not least, thirdly,
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最后一个回答
并非不重要，
并非不重要，
00:47
inevitably, one student will raise
her or his hand and say,
her or his hand and say,
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如我所预料的，
一个学生举手说，
一个学生举手说，
00:50
"With Google, I'm certain to always get
the best, unbiased search result."
the best, unbiased search result."
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”使用Google， 我确信总得到
最好和客观公正的搜索结果。“
最好和客观公正的搜索结果。“
00:57
Certain to always get the best,
unbiased search result.
unbiased search result.
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一定得到最好和客观
公正的搜索结果。
公正的搜索结果。
01:05
Now, as a man of the humanities,
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作为一个学习人文科学的人，
01:07
albeit a digital humanities man,
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尽管我是研究科技
和人文科学间关系的，
和人文科学间关系的，
01:09
that just makes my skin curl,
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这个回答听起来
使我心里发毛，
使我心里发毛，
01:11
even if I, too, realize that that trust,
that idea of the unbiased search result
that idea of the unbiased search result
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尽管我也知道，
这种对搜索结果的信任，
这种对搜索结果的信任，
01:16
is a cornerstone in our collective love
for and appreciation of Google.
for and appreciation of Google.
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是以我们共同喜爱和对
Google的认识为基础的。
Google的认识为基础的。
01:20
I will show you why that, philosophically,
is almost an impossibility.
is almost an impossibility.
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我会证明给你看，这种想法
在哲学思维分析上几乎不存在。
在哲学思维分析上几乎不存在。
01:24
But let me first elaborate,
just a little bit, on a basic principle
just a little bit, on a basic principle
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但首先，我对网上查询的
基本原则说明一下，
基本原则说明一下，
01:28
behind each search query
that we sometimes seem to forget.
that we sometimes seem to forget.
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我们有时似乎忘记，每个
搜索查询背后的原则。
搜索查询背后的原则。
01:31
So whenever you set out
to Google something,
to Google something,
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因此，每当你用Google
查询所需的东西，
查询所需的东西，
01:33
start by asking yourself this:
"Am I looking for an isolated fact?"
"Am I looking for an isolated fact?"
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首先要问自己：
“我要寻找个别的事实吗？”
“我要寻找个别的事实吗？”
01:38
What is the capital of France?
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例如，法国的首都是哪里？
01:41
What are the building blocks
of a water molecule?
of a water molecule?
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水分子的构成要素是什么？
01:43
Great -- Google away.
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使用Google搜索
都能找到这些答案。
都能找到这些答案。
01:46
There's not a group of scientists
who are this close to proving
who are this close to proving
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没有一个严密的
科学家小组去证明
科学家小组去证明
01:49
that it's actually London and H30.
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这些答案，实际上
会是伦敦和H30。
会是伦敦和H30。
01:51
You don't see a big conspiracy
among those things.
among those things.
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在这些答案中，
你不会找到什么阴谋。
你不会找到什么阴谋。
01:53
We agree, on a global scale,
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我们同意，在全球范围内，
01:55
what the answers are
to these isolated facts.
to these isolated facts.
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这些个别事实通过
网上查询能找到答案。
网上查询能找到答案。
01:58
But if you complicate your question
just a little bit and ask something like,
just a little bit and ask something like,
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但是，如果你搜索
一些稍复杂的问题，
一些稍复杂的问题，
02:03
"Why is there
an Israeli-Palestine conflict?"
an Israeli-Palestine conflict?"
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例如，“为什么出现以色列
和巴勒斯坦之间的冲突？“
和巴勒斯坦之间的冲突？“
02:06
You're not exactly looking
for a singular fact anymore,
for a singular fact anymore,
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你不会只寻找单独
形式的个别事实，
形式的个别事实，
02:09
you're looking for knowledge,
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你要找的是知识，
02:11
which is something way more
complicated and delicate.
complicated and delicate.
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这些知识会表现出很
复杂和微妙的形式。
复杂和微妙的形式。
02:14
And to get to knowledge,
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为了获得这些知识，
02:16
you have to bring 10 or 20
or 100 facts to the table
or 100 facts to the table
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你必须要搜索10，20或
100个相关的事实
100个相关的事实
02:19
and acknowledge them and say,
"Yes, these are all true."
"Yes, these are all true."
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并认可这些事实，说：
”这些都是真实的。“
”这些都是真实的。“
02:22
But because of who I am,
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但是，取决于我是谁，
02:23
young or old, black or white,
gay or straight,
gay or straight,
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年龄、肤色、性别取向，
02:26
I will value them differently.
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人们以不同方式，
去评估这些事实。
去评估这些事实。
02:27
And I will say, "Yes, this is true,
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我会说，“这是真实的，
02:29
but this is more important
to me than that."
to me than that."
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但对我来说，这些事实
比那些更重要。”
比那些更重要。”
02:31
And this is where it becomes interesting,
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事情在这里变得微妙，
02:33
because this is where we become human.
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你可以在这里发现人性。
02:35
This is when we start
to argue, to form society.
to argue, to form society.
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当我们开始对这些事实
进行辩论，这就形成社会。
进行辩论，这就形成社会。
02:38
And to really get somewhere,
we need to filter all our facts here,
we need to filter all our facts here,
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要获得真实的信息，我们需要
对所有的事实进行过滤，
对所有的事实进行过滤，
02:42
through friends and neighbors
and parents and children
and parents and children
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通过我们的朋友，
邻居，父母和小孩
邻居，父母和小孩
02:44
and coworkers and newspapers
and magazines,
and magazines,
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还有通过同事，
报纸和杂志，
报纸和杂志，
02:46
to finally be grounded in real knowledge,
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最后会得到真实的知识，
02:50
which is something that a search engine
is a poor help to achieve.
is a poor help to achieve.
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这些真实的知识，
很难依赖网上搜索引擎的帮助。
很难依赖网上搜索引擎的帮助。
02:55
So, I promised you an example
just to show you why it's so hard
just to show you why it's so hard
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让我举例证明
03:01
to get to the point of true, clean,
objective knowledge --
objective knowledge --
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要得到真实，
公正和客观的知识有多困难 －
公正和客观的知识有多困难 －
03:05
as food for thought.
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提供另一个观点供你们思考。
03:06
I will conduct a couple of simple
queries, search queries.
queries, search queries.
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在这里，我会进行一些
简单的搜索查询。
简单的搜索查询。
03:10
We'll start with "Michelle Obama,"
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我们查询“Michelle Obama，”
03:14
the First Lady of the United States.
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美国第一夫人。
03:16
And we'll click for pictures.
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我们点击她的图片。
03:19
It works really well, as you can see.
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你能看到，这个查询
方法很管用。
方法很管用。
03:21
It's a perfect search
result, more or less.
result, more or less.
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或多或少这是一个
完美的搜索结果。
完美的搜索结果。
03:24
It's just her in the picture,
not even the President.
not even the President.
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只有她在相片中，她的
总统丈夫不在相片中。
总统丈夫不在相片中。
03:27
How does this work?
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搜索引擎是如何工作呢？
03:29
Quite simple.
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很简单。
03:31
Google uses a lot of smartness
to achieve this, but quite simply,
to achieve this, but quite simply,
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Google使用大量智能技术
呈现搜索结果，但很简单，
呈现搜索结果，但很简单，
03:34
they look at two things
more than anything.
more than anything.
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它们更多看两样东西比
任何其他东西。
任何其他东西。
03:36
First, what does it say in the caption
under the picture on each website?
under the picture on each website?
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首先，每个网站上
的图片标题是什么？
的图片标题是什么？
03:41
Does it say "Michelle Obama"
under the picture?
under the picture?
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在图片下有显示
“Michelle Obama” 吗？
“Michelle Obama” 吗？
03:43
Pretty good indication
it's actually her on there.
it's actually her on there.
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有的话会是很好的指标。
03:46
Second, Google looks at the picture file,
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第二，Google显示图像文件，
03:48
the name of the file as such
uploaded to the website.
uploaded to the website.
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该文件的名字会传到网站。
03:51
Again, is it called "MichelleObama.jpeg"?
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被称为“MichellObama.jpeg”吗？
03:54
Pretty good indication it's not
Clint Eastwood in the picture.
Clint Eastwood in the picture.
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非常好的指标，它不是
Clint Eastwood的图片。
Clint Eastwood的图片。
03:57
So, you've got those two and you get
a search result like this -- almost.
a search result like this -- almost.
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你已经获得两个搜索结果，而且
你会得到其他像这样类似的结果。
你会得到其他像这样类似的结果。
04:02
Now, in 2009, Michelle Obama
was the victim of a racist campaign,
was the victim of a racist campaign,
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在2009年，Michelle Obama
是一个种族主义运动的受害者，
是一个种族主义运动的受害者，
04:08
where people set out to insult her
through her search results.
through her search results.
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有些人通过网上搜索结果，
有意对她进行侮辱。
有意对她进行侮辱。
04:13
There was a picture distributed
widely over the Internet
widely over the Internet
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有一张她的相片在
互联网上广泛散布，
互联网上广泛散布，
04:16
where her face was distorted
to look like a monkey.
to look like a monkey.
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她的脸被扭曲，
看起来像一只猴子。
看起来像一只猴子。
04:18
And that picture was published all over.
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这张相片全世界
被公布了。
被公布了。
04:22
And people published it
very, very purposefully,
very, very purposefully,
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这些人很故意地
发布这张相片，
发布这张相片，
04:25
to get it up there in the search results.
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登载在互联网上，在她
相关图片的搜索结果中。
相关图片的搜索结果中。
04:27
They made sure to write
"Michelle Obama" in the caption
"Michelle Obama" in the caption
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这些人确信，要用
“MichelleObama”作标题，
“MichelleObama”作标题，
04:30
and they made sure to upload the picture
as "MichelleObama.jpeg," or the like.
as "MichelleObama.jpeg," or the like.
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而且，他们确信上传的图片
为“MichelleObama.jpeg"。
为“MichelleObama.jpeg"。
04:34
You get why -- to manipulate
the search result.
the search result.
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你明白这个原因---
操纵搜索结果。
操纵搜索结果。
04:37
And it worked, too.
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而且，它也管用。
04:38
So when you picture-Googled
for "Michelle Obama" in 2009,
for "Michelle Obama" in 2009,
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当你Google搜索图片，
”MichelleObama“ 2009，
”MichelleObama“ 2009，
04:41
that distorted monkey picture
showed up among the first results.
showed up among the first results.
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被扭曲了的猴子图片会
出现在第一个搜索结果中。
出现在第一个搜索结果中。
04:44
Now, the results are self-cleansing,
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现在，这图片在
搜索结果中自我消失了，
搜索结果中自我消失了，
04:48
and that's sort of the beauty of it,
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这是Google的优点，
04:50
because Google measures relevance
every hour, every day.
every hour, every day.
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因为Google每小时，
每天都测量信息的相关性。
每天都测量信息的相关性。
04:53
However, Google didn't settle
for that this time,
for that this time,
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但是，
Google在这个事件上没有妥协，
Google在这个事件上没有妥协，
04:56
they just thought, "That's racist
and it's a bad search result
and it's a bad search result
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Google只是想，”这是种族主义
的表现，是糟糕的搜索结果，
的表现，是糟糕的搜索结果，
04:59
and we're going to go back
and clean that up manually.
and clean that up manually.
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我们用手工清除它。
05:02
We are going to write
some code and fix it,"
some code and fix it,"
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我们会编写一些
代码并修复它。”
代码并修复它。”
05:05
which they did.
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修复这个恶作剧。
05:07
And I don't think anyone in this room
thinks that was a bad idea.
thinks that was a bad idea.
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我不认为，这里会有人觉得
这个主意不好，
这个主意不好，
05:11
Me neither.
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我也不觉得。
05:14
But then, a couple of years go by,
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但是，几年过去后，
05:17
and the world's most-Googled Anders,
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世界上最多用Google
搜索的是Anders，
搜索的是Anders，
05:20
Anders Behring Breivik,
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Anders Behring Breivik，
05:23
did what he did.
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他为所欲为做他想做的事。
05:24
This is July 22 in 2011,
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在2011年7月22日，
05:26
and a terrible day in Norwegian history.
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在挪威史上是很可怕的一天。
05:29
This man, a terrorist, blew up
a couple of government buildings
a couple of government buildings
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Anders是恐怖分子，
他炸毁了几栋政府大楼，
他炸毁了几栋政府大楼，
05:33
walking distance from where we are
right now in Oslo, Norway
right now in Oslo, Norway
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在挪威首都奥斯陆，离我们
现在所在地仅几步之遥，
现在所在地仅几步之遥，
05:36
and then he traveled
to the island of Utøya
to the island of Utøya
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然后，他前往Utoya岛
05:38
and shot and killed a group of kids.
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并开枪打死一群孩子。
05:41
Almost 80 people died that day.
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近80人在那天丧生。
05:44
And a lot of people would describe
this act of terror as two steps,
this act of terror as two steps,
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很多人描述他的
恐怖行为有两个步骤，
恐怖行为有两个步骤，
05:48
that he did two things: he blew up
the buildings and he shot those kids.
the buildings and he shot those kids.
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他做了两件事：炸毁建筑物
和枪杀那些孩子。
和枪杀那些孩子。
05:52
It's not true.
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这不是真的。
05:54
It was three steps.
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该包括三个步骤。
05:56
He blew up those buildings,
he shot those kids,
he shot those kids,
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他炸毁那些建筑物，
他枪杀孩子，
他枪杀孩子，
05:58
and he sat down and waited
for the world to Google him.
for the world to Google him.
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还有，他坐下来并等待
全世界的人用Google搜索他。
全世界的人用Google搜索他。
06:03
And he prepared
all three steps equally well.
all three steps equally well.
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他同样出色地
准备了这三个步骤。
准备了这三个步骤。
06:06
And if there was somebody
who immediately understood this,
who immediately understood this,
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如果有人立刻明白他的目的，
06:09
it was a Swedish web developer,
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这个人就是瑞典互联网的开发员，
06:10
a search engine optimization expert
in Stockholm, named Nikke Lindqvist.
in Stockholm, named Nikke Lindqvist.
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名叫Nikke Lindqvist，是斯德哥尔摩
的搜索引擎优化专家。
的搜索引擎优化专家。
06:14
He's also a very political guy
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他也是一个非常
政治化的家伙，
政治化的家伙，
06:16
and he was right out there
in social media, on his blog and Facebook.
in social media, on his blog and Facebook.
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他出现在社会媒体，博客
和Facebook上。
和Facebook上。
06:19
And he told everybody,
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他告诉每一个人，
06:20
"If there's something that
this guy wants right now,
this guy wants right now,
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“如果他现在想做一件事情，
06:23
it's to control the image of himself.
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就是去控制他自己的图像。
06:26
Let's see if we can distort that.
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让我们看看是否
能扭曲图像。
能扭曲图像。
06:29
Let's see if we, in the civilized world,
can protest against what he did
can protest against what he did
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在文明世界里，让我们看看
能否反对他所做的事
能否反对他所做的事
06:33
through insulting him
in his search results."
in his search results."
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在他的搜索结果中侮辱他。“
06:36
And how?
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该怎样做呢？
06:38
He told all of his readers the following,
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他告诉所有的读者，
06:40
"Go out there on the Internet,
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“在互联网上，
06:42
find pictures of dog poop on sidewalks --
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找人行道上狗屎的照片 --
06:46
find pictures of dog poop on sidewalks --
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找人行道上狗屎的照片 --
06:48
publish them in your feeds,
on your websites, on your blogs.
on your websites, on your blogs.
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把这些照片公布在食物上，
你的网站和博客上。
你的网站和博客上。
06:52
Make sure to write the terrorist's
name in the caption,
name in the caption,
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务必写恐怖分子
的名字作为题目，
的名字作为题目，
06:55
make sure to name
the picture file "Breivik.jpeg."
the picture file "Breivik.jpeg."
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务必给图像文件取名
为“Breivik.jpeg".
为“Breivik.jpeg".
06:59
Let's teach Google that that's
the face of the terrorist."
the face of the terrorist."
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让我们教导Google，
恐怖分子的脸是怎样的。”
恐怖分子的脸是怎样的。”
07:05
And it worked.
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这个方法管用。
07:07
Two years after that campaign
against Michelle Obama,
against Michelle Obama,
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在那场用来反对Michelle Obama
的战役两年后，
的战役两年后，
07:10
this manipulation campaign
against Anders Behring Breivik worked.
against Anders Behring Breivik worked.
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反对Anders Behring Breivik
的操纵战役有效。
的操纵战役有效。
07:14
If you picture-Googled for him weeks after
the July 22 events from Sweden,
the July 22 events from Sweden,
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在瑞典7月22日的事件发生几周后，
如果你Google搜索Anders的图片，
如果你Google搜索Anders的图片，
07:18
you'd see that picture of dog poop
high up in the search results,
high up in the search results,
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你会看到有狗屎的相片
排在他的搜索结果前面，
排在他的搜索结果前面，
07:22
as a little protest.
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这作为对他的小抗议。
07:25
Strangely enough, Google
didn't intervene this time.
didn't intervene this time.
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奇怪的是，这次Google
没有干预这件事。
没有干预这件事。
07:30
They did not step in and manually
clean those search results up.
clean those search results up.
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Google没有介入，并
手工清除那些搜索结果。
手工清除那些搜索结果。
07:35
So the million-dollar question,
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所以，重要的问题是，
07:37
is there anything different
between these two happenings here?
between these two happenings here?
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这两个发生的事件在
Google上有什么不同？
Google上有什么不同？
07:41
Is there anything different between
what happened to Michelle Obama
what happened to Michelle Obama
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这两者之间有不同吗？
发生在Michelle Obama的事，
发生在Michelle Obama的事，
07:44
and what happened
to Anders Behring Breivik?
to Anders Behring Breivik?
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和发生在Anders Behring Breivik的事？
07:46
Of course not.
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当然这是折然不同的事。
07:48
It's the exact same thing,
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其实，这是同样的事情，
07:50
yet Google intervened in one case
and not in the other.
and not in the other.
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但Google介入一个案件，
另一个不介入。
另一个不介入。
07:53
Why?
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为什么？
07:55
Because Michelle Obama
is an honorable person, that's why,
is an honorable person, that's why,
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因为Michelle Obama是一个
体面和正直的人，这就是原因，
体面和正直的人，这就是原因，
07:58
and Anders Behring Breivik
is a despicable person.
is a despicable person.
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而Anders Behring Breivik
是一个卑鄙的人。
是一个卑鄙的人。
08:02
See what happens there?
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你都看到这里发生的事吗？
08:03
An evaluation of a person takes place
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对一个人的评价。
08:06
and there's only one
power-player in the world
power-player in the world
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在世界上，只有唯一
一个权力重要参与者，
一个权力重要参与者，
08:10
with the authority to say who's who.
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有权威决定谁是谁，
08:13
"We like you, we dislike you.
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“我们喜欢你，我们不喜欢你。
08:15
We believe in you,
we don't believe in you.
we don't believe in you.
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我们相信你，我们不相信你。
08:17
You're right, you're wrong.
You're true, you're false.
You're true, you're false.
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你是对的，你是错的；
你是真的，你是假的。
你是真的，你是假的。
08:20
You're Obama, and you're Breivik."
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你是Obama，而你
是Breivik。”
是Breivik。”
08:22
That's power if I ever saw it.
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我在任何时候都看到，
这就是权力。
这就是权力。
08:27
So I'm asking you to remember
that behind every algorithm
that behind every algorithm
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所以，我要求你记住，
每个计算机操作的背后
每个计算机操作的背后
08:30
is always a person,
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总有一个人，
08:32
a person with a set of personal beliefs
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这个人有一套个人的信念
08:35
that no code can ever
completely eradicate.
completely eradicate.
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从来没有破译密码能
彻底根除这种信念。
彻底根除这种信念。
08:37
And my message goes
out not only to Google,
out not only to Google,
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我发布这些信息表明，
不仅Google是这样，
不仅Google是这样，
08:40
but to all believers in the faith
of code around the world.
of code around the world.
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而且世界上所有相信
计算机操作的人都这样。
计算机操作的人都这样。
08:43
You need to identify
your own personal bias.
your own personal bias.
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你需要确定自己
个人的偏见。
个人的偏见。
08:46
You need to understand that you are human
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你需要明白，你是人
08:48
and take responsibility accordingly.
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并承担相应的责任。
08:51
And I say this because I believe
we've reached a point in time
we've reached a point in time
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我说这些，因为我相信
我们已经及时达成共识，
我们已经及时达成共识，
08:54
when it's absolutely imperative
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这是绝对必要的，
08:56
that we tie those bonds
together again, tighter:
together again, tighter:
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我们又把这个纽带
更加拉紧在一起：
更加拉紧在一起：
08:59
the humanities and the technology.
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人文科学和科技，
09:02
Tighter than ever.
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比以往任何时候更紧密。
09:04
And, if nothing else, to remind us
that that wonderfully seductive idea
that that wonderfully seductive idea
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而且，如果没有其他东西，
提醒我们这个极其吸引人的
提醒我们这个极其吸引人的
09:07
of the unbiased, clean search result
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公正，干净的搜索结果的想法
09:10
is, and is likely to remain, a myth.
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是一个神话。
09:13
Thank you for your time.
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谢谢。
09:15
(Applause)
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（鼓掌）
ABOUT THE SPEAKER
Andreas Ekström - Author and journalistAndreas Ekström describes the power structures of the digital revolution.
Why you should listen
Andreas Ekström is staff writer at Sydsvenskan, a daily morning paper in Malmö, Sweden.
His passion is educating for digital equality, and he has a vision for a world in which we share the wealth -- not only financially, but also in terms of knowledge and power. Andreas is the author of six books, a columnist and a commentator, and he often lectures and leads seminars on the digital revolution.
Andreas Ekström | Speaker | TED.com