Beware online "filter bubbles" | Eli Pariser

Translator: David J. Kreps Finnemann Reviewer: Anders Finn Jørgensen

Mark Zuckerberg,

Mark Zuckerberg,

a journalist was asking him a question about the news feed.

en journalist stillede ham spørgsmål om nyheds feeds.

And the journalist was asking him,

Og journalisten spurgte ham,

"Why is this so important?"

"Hvorfor er det her så vigtigt?"

And Zuckerberg said,

Og Zuckerberg svarede,

"A squirrel dying in your front yard

"Et egern der dør i din have,

may be more relevant to your interests right now

er nok mere relevant for dine interesser lige nu,

than people dying in Africa."

end folk der dør i Afrika".

And I want to talk about

Og jeg vil tale om

what a Web based on that idea of relevance might look like.

hvordan et internet baseret på den ide om relevans kunne se ud.

So when I was growing up

Så da jeg voksede op

in a really rural area in Maine,

I et virkelig landligt område i Maine,

the Internet meant something very different to me.

betød internettet noget helt andet for mig.

It meant a connection to the world.

Det betød en forbindelse til verden.

It meant something that would connect us all together.

Det betød, at noget forbandt os alle sammen.

And I was sure that it was going to be great for democracy

Og jeg var sikker på, at det ville være rigtig godt for demokratiet

and for our society.

og for vores samfund.

But there's this shift

Men der er et skift på vej

in how information is flowing online,

i hvordan information er tilgængelig online,

and it's invisible.

og det er usynligt.

And if we don't pay attention to it,

Og hvis vi ikke er opmærksomme på det,

it could be a real problem.

kunne det blive et reelt problem.

So I first noticed this in a place I spend a lot of time --

Så jeg lagde først mærke til det her, et sted hvor jeg bruger meget tid --

my Facebook page.

min Facebook side.

I'm progressive, politically -- big surprise --

Jeg er progresiv, politisk set -- stor overraskelse --

but I've always gone out of my way to meet conservatives.

men jeg har altid sørget for at interessere mig for at møde konservative.

I like hearing what they're thinking about;

Jeg kan godt lide at høre hvad de tænker på;

I like seeing what they link to;

jeg kan godt lide at se hvad de linker til;

I like learning a thing or two.

jeg kan godt lide at lære en ting eller to.

And so I was surprised when I noticed one day

Så jeg blev overrasket en dag, da jeg lagde mærke til,

that the conservatives had disappeared from my Facebook feed.

at de konservative var forsvundet fra mit Facebook feed.

And what it turned out was going on

Og det der viste sig at ske,

was that Facebook was looking at which links I clicked on,

var at Facebook kiggede på hvilke link jeg klikkede på,

and it was noticing that, actually,

og det lagde mærke til, faktisk,

I was clicking more on my liberal friends' links

at jeg klikkede mere på mine liberale venners links

than on my conservative friends' links.

end på mine konservative venners links.

And without consulting me about it,

Og uden at spørge mig om det,

it had edited them out.

havde den fjernet dem.

They disappeared.

De forsvandt.

So Facebook isn't the only place

Men Facebook er ikke det eneste sted

that's doing this kind of invisible, algorithmic

der udfører denne slags usynlig, algoritmisk

editing of the Web.

redigering af nettet.

Google's doing it too.

Google gør det også.

If I search for something, and you search for something,

Hvis jeg søger efter noget, og du søger efter noget,

even right now at the very same time,

selv lige nu, på præcis det samme tidspunkt,

we may get very different search results.

får vi måske vidt forskellige resultater.

Even if you're logged out, one engineer told me,

Selv hvis man er logget ud, fortalte en ingeniør mig,

there are 57 signals

er der 57 signaler

that Google looks at --

som Google kigger efter --

everything from what kind of computer you're on

alt fra hvilken slags computer man sidder ved,

to what kind of browser you're using

til hvilken browser man benytter,

to where you're located --

til hvor man sidder --

that it uses to personally tailor your query results.

som den bruger til at skræddersy ens søgeresultater.

Think about it for a second:

Tænk lige på det et øjeblik:

there is no standard Google anymore.

Der er ikke nogen standard Google mere.

And you know, the funny thing about this is that it's hard to see.

Og I ved, det sjove ved det er, at det er virkelig svært at se.

You can't see how different your search results are

Man kan ikke se hvor forskellige ens søgeresultater er

from anyone else's.

fra nogle andres.

But a couple of weeks ago,

Men for et par uger siden,

I asked a bunch of friends to Google "Egypt"

bad jeg en flok venner at Google "Ægypten"

and to send me screen shots of what they got.

og at sende mig screenshots af resultatet.

So here's my friend Scott's screen shot.

Så her er min ven Scotts screenshot.

And here's my friend Daniel's screen shot.

Og her er min ven Daniels screenshot.

When you put them side-by-side,

Når man stiller dem op ved siden af hinanden,

you don't even have to read the links

behøver man ikke engang at læse linksene,

to see how different these two pages are.

for at se hvor forskellige de to sider er.

But when you do read the links,

Men hvis man læser linksene,

it's really quite remarkable.

er det ret opsigtsvækkende.

Daniel didn't get anything about the protests in Egypt at all

Daniel fik ikke noget om protesterne i Ægypten overhovedet,

in his first page of Google results.

på den første side af Google resultater.

Scott's results were full of them.

Scotts resultater var fyldt med dem.

And this was the big story of the day at that time.

Og det her var dagens store historie på det tidspunkt.

That's how different these results are becoming.

Så forskellige begynder resultaterne at blive.

So it's not just Google and Facebook either.

Men det er heller ikke kun Google og Facebook.

This is something that's sweeping the Web.

Det er noget der indtager nettet.

There are a whole host of companies that are doing this kind of personalization.

Der er en hel række af firmaer der laver denne slags personliggørelse.

Yahoo News, the biggest news site on the Internet,

Yahoo News, det største nyhedssite på internettet,

is now personalized -- different people get different things.

er nu personliggjort -- forskellige mennesker får forskellige ting.

Huffington Post, the Washington Post, the New York Times --

Huffington Post, Washington Post, New York Times --

all flirting with personalization in various ways.

er alle i gang med at personliggøre på forskellige måder.

And this moves us very quickly

Og det flytter os rigtig hurtigt

toward a world in which

imod en verden hvor

the Internet is showing us what it thinks we want to see,

internettet viser os hvad det tror vi vil se,

but not necessarily what we need to see.

men ikke nødvendigvis hvad vi har brug for at se.

As Eric Schmidt said,

Som Eric Schmidt sagde,

"It will be very hard for people to watch or consume something

"Det vil blive rigtig svært for mennesker at se eller forbruge noget

that has not in some sense

der ikke på den ene eller anden måde

been tailored for them."

er blevet skræddersyet til dem".

So I do think this is a problem.

Så jeg mener det her er et problem.

And I think, if you take all of these filters together,

Og jeg mener, at hvis man kigger på alle disse filtre,

you take all these algorithms,

hvis man kigger på alle disse algoritmer,

you get what I call a filter bubble.

får man det jeg kalder en filterboble.

And your filter bubble is your own personal,

Og ens filterboble er ens egen, personlige,

unique universe of information

unikke univers med information

that you live in online.

som man lever i online.

And what's in your filter bubble

Og hvad der er i ens filterboble,

depends on who you are, and it depends on what you do.

afhænger af hvem man er, og det afhænger af hvad man gør.

But the thing is that you don't decide what gets in.

Men det der er ved det er, at man ikke kan bestemme hvad der er i den.

And more importantly,

Og endnu vigtigere,

you don't actually see what gets edited out.

man kan ikke se hvad der bliver redigeret væk.

So one of the problems with the filter bubble

Så en af problemerne med filterboblen

was discovered by some researchers at Netflix.

blev opdaget af nogle forskere ved Netflix.

And they were looking at the Netflix queues, and they noticed something kind of funny

Og de kiggede på køerne ved Netflix, og de lagde mærke til noget ret spøjst,

that a lot of us probably have noticed,

noget som mange af os sikkert har lagt mærke til,

which is there are some movies

hvilket er at der er nogle film

that just sort of zip right up and out to our houses.

der egentlig bare suser afsted til vores hjem.

They enter the queue, they just zip right out.

De kommer i køen, og de suser bare afsted.

So "Iron Man" zips right out,

Så "Iron Man" suser afsted,

and "Waiting for Superman"

og "Waiting for Superman"

can wait for a really long time.

kan vente i rigtig lang tid.

What they discovered

Det de fandt ud af var

was that in our Netflix queues

at i vores Netflix kø

there's this epic struggle going on

foregår der en episk kamp mellem

between our future aspirational selves

vores fremtidige, ideelle selv

and our more impulsive present selves.

og vores mere impulsive nutidige selv.

You know we all want to be someone

I ved, vi vil alle gerne være en person

who has watched "Rashomon,"

der har set "Rashomon",

but right now

men lige nu

we want to watch "Ace Ventura" for the fourth time.

vil vi gerne se "Ace Venture" en fjerde gang.

(Laughter)

(Latter)

So the best editing gives us a bit of both.

Så den bedste redigering, giver os en smule af hvert.

It gives us a little bit of Justin Bieber

Det giver os en smule Justin Bieber,

and a little bit of Afghanistan.

og en smule Afghanistan.

It gives us some information vegetables;

Det giver os nogle informationsgrøntsager;

it gives us some information dessert.

det giver os noget informationsdessert.

And the challenge with these kinds of algorithmic filters,

Og udfordringen med denne slags algoritmiske filtre,

these personalized filters,

disse personaliserede filtre,

is that, because they're mainly looking

er at, fordi de hovedsageligt kigger

at what you click on first,

på hvad man klikker på først,

it can throw off that balance.

kan det forstyrre balancen.

And instead of a balanced information diet,

Og i stedet for en balanceret informationskost,

you can end up surrounded

kan det ende med at man er omgivet

by information junk food.

af informations junk food.

What this suggests

Hvad dette indeholder

is actually that we may have the story about the Internet wrong.

er egentlig, at vi måske har misforstået historien om internettet.

In a broadcast society --

I et online samfund --

this is how the founding mythology goes --

sådan her er skabelses mytologien --

in a broadcast society,

i et online samfund,

there were these gatekeepers, the editors,

var der de her kontrollører, redaktørerne,

and they controlled the flows of information.

og de kontrollerede informationsstrømmen.

And along came the Internet and it swept them out of the way,

Og pludselig kom internettet og fjernede dem,

and it allowed all of us to connect together,

og det tillod os alle at blive forbundet med hinanden,

and it was awesome.

og det var fedt.

But that's not actually what's happening right now.

Men det er faktisk ikke det der foregår lige nu.

What we're seeing is more of a passing of the torch

Det vi ser nu, er mere end slags videregiven

from human gatekeepers

fra de menneskelige kontrollører

to algorithmic ones.

til de algoritmiske.

And the thing is that the algorithms

Og det der er med de algoritmiske er,

don't yet have the kind of embedded ethics

at de har endnu ikke den slags medfødte etik

that the editors did.

som redaktørerne havde.

So if algorithms are going to curate the world for us,

Så hvis algoritmerne vil organisere verden for os,

if they're going to decide what we get to see and what we don't get to see,

hvis de skal beslutte hvad vi kommer til at se, og hvad vi ikke kommer til at se

then we need to make sure

så må vi være sikre på

that they're not just keyed to relevance.

at de ikke udelukkende kigger på relevans.

We need to make sure that they also show us things

Vi må sørge for, at de også viser os ting

that are uncomfortable or challenging or important --

der er ubehagelige eller udfordrende, eller vigtige --

this is what TED does --

det er hvad TED gør --

other points of view.

andre synspunkter.

And the thing is, we've actually been here before

Og det der er ved det er, at vi faktisk har været her før

as a society.

som samfund.

In 1915, it's not like newspapers were sweating a lot

I 1915, var det ikke fordi aviserne svedte

about their civic responsibilities.

over deres borgerlige pligter.

Then people noticed

Så lagde folk mærke til

that they were doing something really important.

at de gjorde noget rigtig vigtigt.

That, in fact, you couldn't have

At man, faktisk, ikke kunne have

a functioning democracy

et velfungerende demokrati

if citizens didn't get a good flow of information,

hvis borgerne ikke fik en god informationsstrøm,

that the newspapers were critical because they were acting as the filter,

at aviserne var afgørende, fordi de opførte sig som filteret,

and then journalistic ethics developed.

og så udviklede journalisternes etik sig.

It wasn't perfect,

Det var ikke perfekt,

but it got us through the last century.

men det første os gennem det sidste århundrede.

And so now,

Så nu,

we're kind of back in 1915 on the Web.

er vi på en måde tilbage i 1915 med nettet.

And we need the new gatekeepers

Og vi har brug for at de nye kontrollører

to encode that kind of responsibility

koder den form for ansvar ind

into the code that they're writing.

i den kode de skriver.

I know that there are a lot of people here from Facebook and from Google --

Jeg ved at der er mange mennesker fra Facebook og Google til stede --

Larry and Sergey --

Larry og Sergey --

people who have helped build the Web as it is,

mennesker der har hjulpet os med at bygge nettet som det er,

and I'm grateful for that.

og det er jeg taknemmelig for.

But we really need you to make sure

Men vi skal virkelig være sikre på

that these algorithms have encoded in them

at disse algoritmer har indkodet

a sense of the public life, a sense of civic responsibility.

en sans for det offentlige liv, en sans for de borgerlige pligter.

We need you to make sure that they're transparent enough

Vi må være sikre på, at de er gennemsigtige nok

that we can see what the rules are

til at vi kan se hvad reglerne er

that determine what gets through our filters.

der afgører hvad der kommer gennem vores filtre.

And we need you to give us some control

Og der er brug for at I giver os den samme kontrol

so that we can decide

så vi kan afgøre

what gets through and what doesn't.

hvad der kommer igennem og hvad der ikke gør.

Because I think

Fordi jeg mener

we really need the Internet to be that thing

at vi virkelig har brug for at internettet er den ting

that we all dreamed of it being.

som vi alle har brug for det er.

We need it to connect us all together.

Vi har brug for, at det forbinder os alle sammen.

We need it to introduce us to new ideas

Vi har brug for at det introducerer os for nye ideer

and new people and different perspectives.

og nye mennesker og forskellige synsvinkler.

And it's not going to do that

Og det kommer det ikke til at gøre

if it leaves us all isolated in a Web of one.

hvis det efterlader os alle sammen i et net bestående af én.

Thank you.

Tak.

(Applause)

(Bifald)