Dear Facebook, this is how you're breaking democracy | Yael Eisenstat

113,428 views ・ 2020-09-24

TED


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Translator: Ditte Christensen Reviewer: Emma Toft
00:13
Around five years ago,
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Jeg opdagede for cirka fem år siden,
00:15
it struck me that I was losing the ability
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at jeg ikke længere kunne diskutere
00:17
to engage with people who aren't like-minded.
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med folk jeg var uenig med.
00:20
The idea of discussing hot-button issues with my fellow Americans
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Det var mere skræmmende, at diskutere alvorlige emner
00:24
was starting to give me more heartburn
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med mine landsmænd, end det var
00:27
than the times that I engaged with suspected extremists overseas.
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at interagere med ekstremister i udlandet.
00:31
It was starting to leave me feeling more embittered and frustrated.
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Det gjorde mig mere bitter og frustreret.
00:35
And so just like that,
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Og lige pludselig
00:36
I shifted my entire focus
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skiftede hele mit fokus
00:38
from global national security threats
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fra globale sikkerhedstrusler
00:41
to trying to understand what was causing this push
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til at forstå den øgede polarisering
00:44
towards extreme polarization at home.
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herhjemme.
00:47
As a former CIA officer and diplomat
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Som en tidligere CIA-ansat og diplomat,
00:50
who spent years working on counterextremism issues,
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der har brugt år på at bekæmpe ekstremisme,
00:53
I started to fear that this was becoming a far greater threat to our democracy
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følte jeg, at dette var farligere for vores demokrati
00:57
than any foreign adversary.
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end nogen fremmed fjende.
00:59
And so I started digging in,
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Så jeg dykkede ned i emnet
01:01
and I started speaking out,
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og begyndte at snakke om det,
01:03
which eventually led me to being hired at Facebook
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hvilket fik mig hyret af Facebook
01:06
and ultimately brought me here today
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og i sidste ende bragte mig her,
01:08
to continue warning you about how these platforms
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for fortsat at advare jer om, hvordan disse platforme
01:11
are manipulating and radicalizing so many of us
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manipulerer og radikaliserer mange af os,
01:15
and to talk about how to reclaim our public square.
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og for at snakke om, hvordan vi forbedre den offentlige debat.
01:19
I was a foreign service officer in Kenya
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Få år efter angrebene d. 11. september
01:21
just a few years after the September 11 attacks,
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arbejdede jeg for CIA i Kenya, hvor vi førte
01:24
and I led what some call "hearts and minds" campaigns
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en "hearts and minds"-kampagner
01:27
along the Somalia border.
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langs Somalias grænse.
01:29
A big part of my job was to build trust with communities
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En stor del af mit job var at opbygge tillid med de samfund,
01:32
deemed the most susceptible to extremist messaging.
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der var mest sårbare for ekstremisterne idéer.
01:36
I spent hours drinking tea with outspoken anti-Western clerics
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Jeg drak te med anti-vestlige gejstlige
01:40
and even dialogued with some suspected terrorists,
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og var endda i dialog med nogle terrormistænkte.
01:43
and while many of these engagements began with mutual suspicion,
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Mange af disse interaktioner begyndte med fælles mistillid,
01:47
I don't recall any of them resulting in shouting or insults,
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men ingen førte til råben eller fornærmelser,
01:50
and in some case we even worked together on areas of mutual interest.
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og i nogle tilfælde samarbejdede vi endda på grund af delte interesser.
01:56
The most powerful tools we had were to simply listen, learn
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Vores mest magtfulde redskaber var at lytte, lære
02:00
and build empathy.
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og opbygge empati.
02:01
This is the essence of hearts and minds work,
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Det er sådan "hearts and minds" fungerer,
02:05
because what I found again and again is that what most people wanted
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for jeg så ofte, at folk basalt set ønsker
02:08
was to feel heard, validated and respected.
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at blive hørt, bekræftet og respekteret.
02:12
And I believe that's what most of us want.
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Og jeg tror, de fleste af os ønsker dette.
02:14
So what I see happening online today is especially heartbreaking
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Så hvad der nu sker online, er særligt sørgeligt og
02:18
and a much harder problem to tackle.
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et meget større problem.
02:20
We are being manipulated by the current information ecosystem
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Vi bliver manipuleret af det nuværende informationsøkosystem,
02:24
entrenching so many of us so far into absolutism
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der skubber mange af os mod ekstremisme,
02:28
that compromise has become a dirty word.
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at "kompromis" er blevet et bandeord.
02:31
Because right now,
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Fordi lige nu,
02:32
social media companies like Facebook
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tjener sociale medier som Facebook
02:35
profit off of segmenting us and feeding us personalized content
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penge på at dele os og give os personliggjort indhold,
02:38
that both validates and exploits our biases.
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der både bekræfter og udnytter vores fordomme.
02:42
Their bottom line depends on provoking a strong emotion
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De går efter at vække stærke følelser
02:46
to keep us engaged,
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for at holde os engageret,
02:47
often incentivizing the most inflammatory and polarizing voices,
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hvilket ofte giver luft til de mest ekstreme og polariserende meninger,
02:52
to the point where finding common ground no longer feels possible.
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så det ikke længere synes muligt at kunne enes.
02:56
And despite a growing chorus of people crying out for the platforms to change,
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Og selvom flere og flere ønsker, at platformene skal ændres,
03:00
it's clear they will not do enough on their own.
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så gør de det tydeligvis ikke af sig selv.
03:04
So governments must define the responsibility
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Så regeringer må definere ansvaret
03:07
for the real-world harms being caused by these business models
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for de virkelige skader dette forårsager,
03:11
and impose real costs on the damaging effects
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og sørge for, at den skadende indflydelse det har
03:13
they're having to our public health, our public square and our democracy.
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på vores helbred, folkestemning og demokrati får konsekvenser.
03:19
But unfortunately, this won't happen in time for the US presidential election,
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Dette sker uheldigvis ikke før det amerikanske præsidentvalg,
03:23
so I am continuing to raise this alarm,
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så jeg vil fortsat advare folk,
03:26
because even if one day we do have strong rules in place,
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for selv hvis vi en dag får strengere regler,
03:29
it will take all of us to fix this.
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er der brug for os alle, når det skal løses.
03:33
When I started shifting my focus from threats abroad
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Da mit fokus skiftede fra udenlandske trusler
03:36
to the breakdown in civil discourse at home,
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til den ødelæggende tone herhjemme,
03:38
I wondered if we could repurpose some of these hearts and minds campaigns
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overvejede jeg, om vi kunne bruge "hearts and minds"-kampagner
03:42
to help heal our divides.
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til at hele vores forskelle.
03:44
Our more than 200-year experiment with democracy works
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Vores 200 år lange demokratieksperiment
03:48
in large part because we are able to openly and passionately
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virker til dels, fordi vi åbent og lidenskabeligt
03:52
debate our ideas for the best solutions.
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kan debattere vores idéer og finde de bedste løsninger.
03:55
But while I still deeply believe
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Selvom jeg stadig tror på
03:56
in the power of face-to-face civil discourse,
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ansigt-til-ansigt debatters magt,
03:59
it just cannot compete
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kan de ikke konkurrere
04:00
with the polarizing effects and scale of social media right now.
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med sociale mediers udbredelse og polariserende betydning lige nu.
04:04
The people who are sucked down these rabbit holes
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Folk, der bliver suget ned i disse raserigrave
04:07
of social media outrage
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på sociale medier,
04:08
often feel far harder to break of their ideological mindsets
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har ofte sværere ved at bryde med deres ideologiske tankegang
04:12
than those vulnerable communities I worked with ever were.
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end det var for de sårbare samfund, som jeg arbejdede med.
04:15
So when Facebook called me in 2018
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Så da Facebook kontaktede mig i 2018
04:17
and offered me this role
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og tilbød mig et job,
04:19
heading its elections integrity operations for political advertising,
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som leder for deres integritetstiltag i forbindelse med politiske valgreklamer,
04:23
I felt I had to say yes.
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følte jeg en pligt til at sige ja.
04:25
I had no illusions that I would fix it all,
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Jeg vidste, at jeg ikke kunne løse alt,
04:27
but when offered the opportunity
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men når jeg fik muligheden
04:29
to help steer the ship in a better direction,
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for at sætte en bedre kurs,
04:31
I had to at least try.
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burde jeg i det mindste prøve.
04:34
I didn't work directly on polarization,
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Jeg arbejdede ikke direkte med polarisering,
04:36
but I did look at which issues were the most divisive in our society
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men så på de mest splittende emner,
04:41
and therefore the most exploitable in elections interference efforts,
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og hvordan de bedst kunne bruges til at påvirke valg,
04:45
which was Russia's tactic ahead of 2016.
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som russerne gjorde i 2016.
04:48
So I started by asking questions.
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Jeg begyndte at stille spørgsmål.
04:50
I wanted to understand the underlying systemic issues
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Jeg ville forstå systemets grundlæggende fejl,
04:53
that were allowing all of this to happen,
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der tillod dette,
04:56
in order to figure out how to fix it.
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for derved at finde en løsning.
04:59
Now I still do believe in the power of the internet
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Jeg tror stadig på internettets magt
05:02
to bring more voices to the table,
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til at give alle folk en stemme,
05:04
but despite their stated goal of building community,
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men selvom de største sociale medier påstår,
05:07
the largest social media companies as currently constructed
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at bringe folk sammen, så forhindrer deres nuværende opbygning
05:11
are antithetical to the concept of reasoned discourse.
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en fornuftig debat.
05:14
There's no way to reward listening,
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Man kan ikke belønne, at folk lytter,
05:17
to encourage civil debate
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opfordre til venlig debat
05:19
and to protect people who sincerely want to ask questions
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og eller beskytte folk, der ønsker at stille spørgsmål,
05:22
in a business where optimizing engagement and user growth
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når branchens opskrift på succes er at øge folks deltagelse
05:26
are the two most important metrics for success.
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og få flere brugere.
05:29
There's no incentive to help people slow down,
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Der opfordres ikke til at hjælpe folk med at tage det roligt,
05:32
to build in enough friction that people have to stop,
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til at skabe et miljø, hvor folk er nødt til at stoppe op,
05:36
recognize their emotional reaction to something,
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evaluere deres følelsesmæssige reaktion på et emne
05:38
and question their own assumptions before engaging.
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og se på deres egne antagelser, før de debatterer.
05:42
The unfortunate reality is:
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Den ulykkelige onlinevirkelighed er,
05:44
lies are more engaging online than truth,
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at løgne er mere interessante end sandheden,
05:47
and salaciousness beats out wonky, fact-based reasoning
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og en verden, der er besat af viral spænding,
05:51
in a world optimized for frictionless virality.
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elsker slibrige emner mere end kedelig og faktabaseret tankegang.
05:55
As long as algorithms' goals are to keep us engaged,
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Så længe algoritmerne skal fordre vores deltagelse
05:58
they will continue to feed us the poison that plays to our worst instincts
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vil de fortsat appellere til vores værste instinkter
06:02
and human weaknesses.
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og menneskelige svagheder.
06:04
And yes, anger, mistrust,
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USA har ført oplevet
06:08
the culture of fear, hatred:
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vrede, mistillid,
06:09
none of this is new in America.
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frygtkultur og had,
06:12
But in recent years, social media has harnessed all of that
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men sociale medier har de sidste par år udnyttet disse,
06:16
and, as I see it, dramatically tipped the scales.
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og derved gjort dem værre.
06:19
And Facebook knows it.
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Facebook ved det godt.
06:22
A recent "Wall Street Journal" article
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En ny artikel fra "Wall Street Journal"
06:23
exposed an internal Facebook presentation from 2018
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afslørede en intern Facebook-præsentation fra 2018,
06:28
that specifically points to the companies' own algorithms
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der beskylder firmaets egne algoritmer
06:31
for growing extremist groups' presence on their platform
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for at øge antallet af ekstremistiske grupper på Facebook
06:35
and for polarizing their users.
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og for at polarise deres brugere.
06:38
But keeping us engaged is how they make their money.
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Men de tjener penge på at holde os engagerede.
06:42
The modern information environment is crystallized around profiling us
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Det moderne informationsmiljø profilerer os for derefter
06:46
and then segmenting us into more and more narrow categories
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at inddele os i mere og mere snævre kategorier
06:49
to perfect this personalization process.
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for at afkode vores personlighed.
06:53
We're then bombarded with information confirming our views,
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Vi bliver derefter fodret med information, der bekræfter vores meninger,
06:56
reinforcing our biases,
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styrker vores fordomme
06:58
and making us feel like we belong to something.
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og viser os, at vi hører til et sted.
07:02
These are the same tactics we would see terrorist recruiters
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Terrorister bruger den samme teknik,
07:05
using on vulnerable youth,
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når de rekrutterer sårbare unge,
07:07
albeit in smaller, more localized ways before social media,
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dog på mindre og mere tilpassede måder før sociale medier,
07:11
with the ultimate goal of persuading their behavior.
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med det endelig mål at ændre deres opførsel.
07:15
Unfortunately, I was never empowered by Facebook to have an actual impact.
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Desværre gav Facebook mig ikke lov til at gøre en egentlig forskel.
07:20
In fact, on my second day, my title and job description were changed
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Allerede på min anden dag blev min titel og jobbeskrivelse ændret,
07:24
and I was cut out of decision-making meetings.
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og jeg kom ikke med til møder, hvor man tog beslutninger.
07:27
My biggest efforts,
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Mine anstrengelser
07:28
trying to build plans
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med at lægge planer,
07:29
to combat disinformation and voter suppression in political ads,
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der bekæmpede misinformation og vælgerundertrykkelse i politiske reklamer
07:33
were rejected.
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blev afvist.
07:35
And so I lasted just shy of six months.
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Så jeg holdt kun i knap seks måneder.
07:38
But here is my biggest takeaway from my time there.
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Men jeg lærte noget vigtigt i den tid:
07:41
There are thousands of people at Facebook
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Der er tusindvis af folk hos Facebook,
07:44
who are passionately working on a product
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der ønsker at arbejde med et produkt,
07:46
that they truly believe makes the world a better place,
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som de oprigtigt tror gør verden bedre,
07:50
but as long as the company continues to merely tinker around the margins
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men så længe firmaet knap nok berører
07:53
of content policy and moderation,
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regler om indhold og mådehold,
07:56
as opposed to considering
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fremfor at se på,
07:57
how the entire machine is designed and monetized,
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hvordan hele maskinen er baseret på indtjening,
08:01
they will never truly address how the platform is contributing
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vil de aldrig kunne forhindre, at Facebook skaber
08:04
to hatred, division and radicalization.
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had, splittelse og radikalisering.
08:08
And that's the one conversation I never heard happen during my time there,
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Og det blev aldrig berørt, mens jeg arbejdede der,
08:12
because that would require fundamentally accepting
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for det ville kræve, at du accepterer,
08:16
that the thing you built might not be the best thing for society
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at det du har opbygget, måske ikke er til samfundets bedste,
08:20
and agreeing to alter the entire product and profit model.
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og accepterer at ændre hele produktet og indtjeningsmodellen.
08:24
So what can we do about this?
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Så hvad kan vi gøre?
08:27
I'm not saying that social media bears the sole responsibility
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Jeg siger ikke, at sociale medier bærer al skylden
08:30
for the state that we're in today.
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for vores nuværende situation.
08:32
Clearly, we have deep-seated societal issues that we need to solve.
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Vi har tydeligvis dybe problemer i samfundet, som vi skal løse.
08:38
But Facebook's response, that it is just a mirror to society,
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Men når Facebook siger, at de blot er samfundets spejl,
08:42
is a convenient attempt to deflect any responsibility
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forsøger de at undgå at tage ansvar
08:45
from the way their platform is amplifying harmful content
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for den måde, deres platform forstærker skadeligt indhold,
08:49
and pushing some users towards extreme views.
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og skubber brugere mod ekstremisme.
08:53
And Facebook could, if they wanted to,
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Facebook kunne løse noget af dette,
08:56
fix some of this.
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hvis de ville.
08:58
They could stop amplifying and recommending the conspiracy theorists,
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De kunne stoppe med at fremme konspirationsteoretikere,
09:02
the hate groups, the purveyors of disinformation
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hadgrupper, spredning af misinformation
09:04
and, yes, in some cases even our president.
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og ja, nogle gange endda vores præsident.
09:08
They could stop using the same personalization techniques
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De kunne stoppe med at bruge de samme profilereringsteknikker
09:12
to deliver political rhetoric that they use to sell us sneakers.
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til at leve politik, som når de sælger os sko.
09:16
They could retrain their algorithms
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De kunne ændre deres algoritmer
09:18
to focus on a metric other than engagement,
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så de fokuserer på andet end deltagelse,
09:20
and they could build in guardrails to stop certain content from going viral
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og opsætte barrierer, der forhindrer visse former for indhold,
09:24
before being reviewed.
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at blive vist uden gennemgang.
09:26
And they could do all of this
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Og alt dette kan gøres uden
09:29
without becoming what they call the arbiters of truth.
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at de bliver, i deres egne ord, dommere over sandheden.
09:33
But they've made it clear that they will not go far enough
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Men de har vist, at de ikke ønsker at gå langt nok
09:36
to do the right thing without being forced to,
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for at gøre det rigtige uden tvang,
09:39
and, to be frank, why should they?
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og ærlig talt, hvorfor skulle de?
09:42
The markets keep rewarding them, and they're not breaking the law.
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Markederne belønner dem fortsat, og de bryder ikke loven.
09:45
Because as it stands,
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For i øjeblikket
09:47
there are no US laws compelling Facebook, or any social media company,
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har USA ingen love, der tvinger Facebook eller andre sociale medier
09:52
to protect our public square,
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til at beskytte vores folkestemning,
09:54
our democracy
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vores demokrati
09:55
and even our elections.
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og endda vores valg.
09:57
We have ceded the decision-making on what rules to write and what to enforce
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Vi lader CEOs fra indtjenende internetfirmaer bestemme,
10:01
to the CEOs of for-profit internet companies.
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hvilker regler, der skal laves, og hvilke, der skal håndhæves.
10:05
Is this what we want?
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Er det, hvad vi ønsker?
10:07
A post-truth world where toxicity and tribalism
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En postfaktuel verden, hvor giftig tale og stammekultur
10:11
trump bridge-building and consensus-seeking?
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slår forsøg på samarbejde og opnåelse af konsensus?
10:14
I do remain optimistic that we still have more in common with each other
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Jeg forbliver optimistisk og tror, at vi har mere tilfælles
10:18
than the current media and online environment portray,
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end hvad nutidens mediebillede og onlinemiljø påstår,
10:22
and I do believe that having more perspective surface
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og jeg tror, at en mere perspektiveret tilgang
10:25
makes for a more robust and inclusive democracy.
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giver et mere robust og inkluderende demokrati.
10:29
But not the way it's happening right now.
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Men ikke som det sker lige nu.
10:32
And it bears emphasizing, I do not want to kill off these companies.
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Jeg ønsker ikke, at slippe af med disse firmaer.
10:36
I just want them held to a certain level of accountability,
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Jeg ønsker, at de skal holdes ansvarlige,
10:39
just like the rest of society.
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ligesom resten af samfundet.
10:42
It is time for our governments to step up and do their jobs
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Vores regeringer bør komme ind i kampen
10:46
of protecting our citizenry.
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og beskytte vores borgere.
10:48
And while there isn't one magical piece of legislation
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Og selvom der ikke er en magisk lov,
10:51
that will fix this all,
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der kan løse det hele,
10:53
I do believe that governments can and must find the balance
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så kan og må regeringer finde balancen
10:57
between protecting free speech
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mellem at beskytte ytringsfriheden
11:00
and holding these platforms accountable for their effects on society.
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og holde disse firmaer ansvarlige for deres påvirking af samfundet.
11:04
And they could do so in part by insisting on actual transparency
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De kunne kræve åbenhed omkring,
11:08
around how these recommendation engines are working,
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hvordan anbefalingerne foretages online,
11:11
around how the curation, amplification and targeting are happening.
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og hvordan der organiseres, fremmes og målrettes.
11:16
You see, I want these companies held accountable
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Jeg vil holde disse firmaer ansvarlige,
11:19
not for if an individual posts misinformation
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ikke for individer, der poster falske oplysninger,
11:22
or extreme rhetoric,
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eller ekstrem retorik,
11:23
but for how their recommendation engines spread it,
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men for hvordan deres anbefalinger spreder det,
11:27
how their algorithms are steering people towards it,
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hvordan deres algoritmer fører folk mod det
11:30
and how their tools are used to target people with it.
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og hvordan deres værktøjer bruges til at målrette det efter folk.
11:35
I tried to make change from within Facebook and failed,
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Jeg prøvede at ændre Facebook indefra men det slog fejl,
11:39
and so I've been using my voice again for the past few years
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så de sidste par år har jeg i stedet brugt min stemme
11:42
to continue sounding this alarm
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til advare folk om denne fare,
11:44
and hopefully inspire more people to demand this accountability.
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og forhåbentlig opfordre flere folk til at forlange ansvarlighed.
11:48
My message to you is simple:
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Min besked til jer er simpel:
11:51
pressure your government representatives
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Pres jeres politikere til at stoppe
11:53
to step up and stop ceding our public square to for-profit interests.
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overdragelsen af folkestemningen til indtjenende firmaer.
11:59
Help educate your friends and family
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Fortæl venner og familie om,
12:01
about how they're being manipulated online.
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hvordan de bliver manipuleret online.
12:04
Push yourselves to engage with people who aren't like-minded.
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Tving jer selv til at tale med folk, der ikke deler jeres mening.
12:07
Make this issue a priority.
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Gør dette til en prioritet.
12:10
We need a whole-society approach to fix this.
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Vi har brug for hele samfundet for at løse dette.
12:15
And my message to the leaders of my former employer Facebook is this:
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Og min besked til mine tidligere chefer hos Facebook er:
12:20
right now, people are using your tools exactly as they were designed
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Lige nu bruger folk jeres værktøjer som de var designet,
12:26
to sow hatred, division and distrust,
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altså til at sprede had, splittelse og mistillid,
12:29
and you're not just allowing it, you are enabling it.
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og I ikke kun tillader det, men gør det nemmere.
12:33
And yes, there are lots of great stories
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Og ja, der er mange gode historier
12:35
of positive things happening on your platform around the globe,
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med positive ting, der sker på jeres platform rundt om i verden,
12:39
but that doesn't make any of this OK.
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men det gør ikke dette OK.
12:42
And it's only getting worse as we're heading into our election,
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Og det bliver kun værre, da vi er på vej til vores næste valg,
12:45
and even more concerning,
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og endnu mere bekymrende,
12:47
face our biggest potential crisis yet,
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når vi ser på vores største potentielle krise,
12:50
if the results aren't trusted, and if violence breaks out.
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hvor mistillid til resultaterne kan ende med vold.
12:54
So when in 2021 you once again say, "We know we have to do better,"
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Så når I igen i 2021 siger "Vi ved, vi skal blive bedre",
12:59
I want you to remember this moment,
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så vil jeg have jer til at huske dette øjeblik,
13:02
because it's no longer just a few outlier voices.
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for det er ikke længere kun nogle få stemmer på sidelinjen.
13:05
Civil rights leaders, academics,
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Menneskerettighedsforekæmpere, akademikere,
13:07
journalists, advertisers, your own employees,
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journalister, reklamefolk og jeres egne medarbejdere
13:10
are shouting from the rooftops
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advarer højt og larmende om,
13:12
that your policies and your business practices
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at jeres politikker og forretningsmodeller
13:15
are harming people and democracy.
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skader folk og demokratiet.
13:18
You own your decisions,
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I er ansvarlige for jeres beslutninger,
13:21
but you can no longer say that you couldn't have seen it coming.
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men I kan ikke længere sige, at I ikke vidste, det ville ske.
13:26
Thank you.
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Tak.
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