Clay Shirky: How cognitive surplus will change the world

120,602 views ・ 2010-06-29

TED


Please double-click on the English subtitles below to play the video.

00:16
The story starts in Kenya
0
16260
2000
00:18
in December of 2007,
1
18260
2000
00:20
when there was a disputed presidential election,
2
20260
2000
00:22
and in the immediate aftermath of that election,
3
22260
3000
00:25
there was an outbreak of ethnic violence.
4
25260
2000
00:27
And there was a lawyer in Nairobi, Ory Okolloh --
5
27260
3000
00:30
who some of you may know from her TEDTalk --
6
30260
2000
00:32
who began blogging about it on her site,
7
32260
2000
00:34
Kenyan Pundit.
8
34260
2000
00:36
And shortly after the election and the outbreak of violence,
9
36260
3000
00:39
the government suddenly imposed
10
39260
2000
00:41
a significant media blackout.
11
41260
2000
00:43
And so weblogs went from being
12
43260
2000
00:45
commentary as part of the media landscape
13
45260
2000
00:47
to being a critical part of the media landscape
14
47260
3000
00:50
in trying to understand where the violence was.
15
50260
3000
00:53
And Okolloh solicited
16
53260
2000
00:55
from her commenters
17
55260
2000
00:57
more information about what was going on.
18
57260
2000
00:59
The comments began pouring in,
19
59260
2000
01:01
and Okolloh would collate them. She would post them.
20
61260
2000
01:03
And she quickly said, "It's too much.
21
63260
2000
01:05
I could do this all day every day
22
65260
2000
01:07
and I can't keep up.
23
67260
2000
01:09
There is more information
24
69260
2000
01:11
about what's going on in Kenya right now
25
71260
2000
01:13
than any one person can manage.
26
73260
2000
01:15
If only there was a way to automate this."
27
75260
2000
01:17
And two programmers who read her blog
28
77260
2000
01:19
held their hands up and said, "We could do that,"
29
79260
3000
01:22
and in 72 hours, they launched Ushahidi.
30
82260
3000
01:25
Ushahidi -- the name means "witness"
31
85260
2000
01:27
or "testimony" in Swahili --
32
87260
2000
01:29
is a very simple way of taking reports from the field,
33
89260
3000
01:32
whether it's from the web or, critically,
34
92260
3000
01:35
via mobile phones and SMS,
35
95260
2000
01:37
aggregating it and putting it on a map.
36
97260
3000
01:40
That's all it is, but that's all that's needed
37
100260
2000
01:42
because what it does is it takes the tacit information
38
102260
3000
01:45
available to the whole population --
39
105260
2000
01:47
everybody knows where the violence is,
40
107260
2000
01:49
but no one person knows what everyone knows --
41
109260
3000
01:52
and it takes that tacit information
42
112260
2000
01:54
and it aggregates it,
43
114260
2000
01:56
and it maps it and it makes it public.
44
116260
2000
01:58
And that, that maneuver
45
118260
2000
02:00
called "crisis mapping,"
46
120260
2000
02:02
was kicked off in Kenya
47
122260
3000
02:05
in January of 2008.
48
125260
2000
02:07
And enough people looked at it and found it valuable enough
49
127260
3000
02:10
that the programmers who created Ushahidi
50
130260
2000
02:12
decided they were going to make it open source
51
132260
2000
02:14
and turn it into a platform.
52
134260
2000
02:16
It's since been deployed in Mexico
53
136260
2000
02:18
to track electoral fraud.
54
138260
2000
02:20
It's been deployed in Washington D.C. to track snow cleanup.
55
140260
3000
02:23
And it's been used most famously in Haiti
56
143260
2000
02:25
in the aftermath of the earthquake.
57
145260
3000
02:28
And when you look at the map
58
148260
2000
02:30
now posted on the Ushahidi front page,
59
150260
2000
02:32
you can see that the number of deployments in Ushahidi
60
152260
2000
02:34
has gone worldwide, all right?
61
154260
3000
02:37
This went from a single idea
62
157260
2000
02:39
and a single implementation
63
159260
2000
02:41
in East Africa in the beginning of 2008
64
161260
3000
02:44
to a global deployment
65
164260
2000
02:46
in less than three years.
66
166260
3000
02:49
Now what Okolloh did
67
169260
3000
02:52
would not have been possible
68
172260
2000
02:54
without digital technology.
69
174260
3000
02:57
What Okolloh did would not have been possible
70
177260
3000
03:00
without human generosity.
71
180260
2000
03:02
And the interesting moment now,
72
182260
2000
03:04
the number of environments
73
184260
2000
03:06
where the social design challenge
74
186260
2000
03:08
relies on both of those things being true.
75
188260
3000
03:11
That is the resource that I'm talking about.
76
191260
3000
03:14
I call it cognitive surplus.
77
194260
2000
03:16
And it represents the ability
78
196260
2000
03:18
of the world's population
79
198260
2000
03:20
to volunteer and to contribute and collaborate
80
200260
3000
03:23
on large, sometimes global, projects.
81
203260
3000
03:26
Cognitive surplus is made up of two things.
82
206260
2000
03:28
The first, obviously, is the world's free time and talents.
83
208260
3000
03:31
The world has over
84
211260
2000
03:33
a trillion hours a year
85
213260
3000
03:36
of free time
86
216260
2000
03:38
to commit to shared projects.
87
218260
2000
03:40
Now, that free time existed in the 20th century,
88
220260
2000
03:42
but we didn't get Ushahidi in the 20th century.
89
222260
3000
03:45
That's the second half of cognitive surplus.
90
225260
2000
03:47
The media landscape in the 20th century
91
227260
2000
03:49
was very good at helping people consume,
92
229260
3000
03:52
and we got, as a result,
93
232260
2000
03:54
very good at consuming.
94
234260
2000
03:56
But now that we've been given media tools --
95
236260
2000
03:58
the Internet, mobile phones -- that let us do more than consume,
96
238260
3000
04:01
what we're seeing is that people weren't couch potatoes
97
241260
3000
04:04
because we liked to be.
98
244260
2000
04:06
We were couch potatoes because that was
99
246260
2000
04:08
the only opportunity given to us.
100
248260
2000
04:10
We still like to consume, of course.
101
250260
2000
04:12
But it turns out we also like to create,
102
252260
2000
04:14
and we like to share.
103
254260
3000
04:17
And it's those two things together --
104
257260
2000
04:19
ancient human motivation
105
259260
2000
04:21
and the modern tools to allow that motivation
106
261260
2000
04:23
to be joined up in large-scale efforts --
107
263260
3000
04:26
that are the new design resource.
108
266260
3000
04:29
And using cognitive surplus,
109
269260
2000
04:31
we're starting to see truly incredible experiments
110
271260
3000
04:34
in scientific, literary,
111
274260
2000
04:36
artistic, political efforts.
112
276260
3000
04:39
Designing.
113
279260
2000
04:41
We're also getting, of course, a lot of LOLcats.
114
281260
3000
04:44
LOLcats are cute pictures of cats
115
284260
2000
04:46
made cuter with the addition of cute captions.
116
286260
3000
04:49
And they are also
117
289260
2000
04:51
part of the abundant media landscape we're getting now.
118
291260
3000
04:54
This is one of the participatory --
119
294260
2000
04:56
one of the participatory models
120
296260
2000
04:58
we see coming out of that, along with Ushahidi.
121
298260
3000
05:01
Now I want to stipulate, as the lawyers say,
122
301260
2000
05:03
that LOLcats are the stupidest possible
123
303260
2000
05:05
creative act.
124
305260
2000
05:07
There are other candidates of course,
125
307260
2000
05:09
but LOLcats will do as a general case.
126
309260
3000
05:12
But here's the thing:
127
312260
2000
05:14
The stupidest possible creative act
128
314260
2000
05:16
is still a creative act.
129
316260
3000
05:19
Someone who has done something like this,
130
319260
3000
05:22
however mediocre and throwaway,
131
322260
3000
05:25
has tried something, has put something forward in public.
132
325260
3000
05:28
And once they've done it, they can do it again,
133
328260
3000
05:31
and they could work on getting it better.
134
331260
2000
05:33
There is a spectrum between mediocre work and good work,
135
333260
3000
05:36
and as anybody who's worked as an artist or a creator knows,
136
336260
3000
05:39
it's a spectrum you're constantly
137
339260
2000
05:41
struggling to get on top of.
138
341260
2000
05:43
The gap is between
139
343260
2000
05:45
doing anything and doing nothing.
140
345260
3000
05:48
And someone who makes a LOLcat
141
348260
2000
05:50
has already crossed over that gap.
142
350260
3000
05:53
Now it's tempting to want to get the Ushahidis
143
353260
2000
05:55
without the LOLcats, right,
144
355260
2000
05:57
to get the serious stuff without the throwaway stuff.
145
357260
3000
06:00
But media abundance never works that way.
146
360260
3000
06:03
Freedom to experiment means freedom to experiment with anything.
147
363260
3000
06:06
Even with the sacred printing press,
148
366260
2000
06:08
we got erotic novels 150 years
149
368260
2000
06:10
before we got scientific journals.
150
370260
3000
06:14
So before I talk about
151
374260
3000
06:17
what is, I think, the critical difference
152
377260
2000
06:19
between LOLcats and Ushahidi,
153
379260
2000
06:21
I want to talk about
154
381260
2000
06:23
their shared source.
155
383260
2000
06:25
And that source is design for generosity.
156
385260
3000
06:28
It is one of the curiosities of our historical era
157
388260
3000
06:31
that even as cognitive surplus
158
391260
2000
06:33
is becoming a resource we can design around,
159
393260
2000
06:35
social sciences are also starting to explain
160
395260
3000
06:38
how important
161
398260
2000
06:40
our intrinsic motivations are to us,
162
400260
2000
06:42
how much we do things because we like to do them
163
402260
3000
06:45
rather than because our boss told us to do them,
164
405260
2000
06:47
or because we're being paid to do them.
165
407260
3000
06:50
This is a graph from a paper
166
410260
3000
06:53
by Uri Gneezy and Aldo Rustichini,
167
413260
2000
06:55
who set out to test, at the beginning of this decade,
168
415260
3000
06:58
what they called "deterrence theory."
169
418260
2000
07:00
And deterrence theory is a very simple theory of human behavior:
170
420260
2000
07:02
If you want somebody to do less of something,
171
422260
2000
07:04
add a punishment and they'll do less of it.
172
424260
2000
07:06
Simple, straightforward, commonsensical --
173
426260
3000
07:09
also, largely untested.
174
429260
2000
07:11
And so they went and studied
175
431260
2000
07:13
10 daycare centers in Haifa, Israel.
176
433260
2000
07:15
They studied those daycare centers
177
435260
2000
07:17
at the time of highest tension,
178
437260
2000
07:19
which is pick-up time.
179
439260
2000
07:21
At pick-up time the teachers,
180
441260
2000
07:23
who have been with your children all day,
181
443260
2000
07:25
would like you to be there at the appointed hour to take your children back.
182
445260
3000
07:28
Meanwhile, the parents -- perhaps a little busy at work, running late, running errands --
183
448260
3000
07:31
want a little slack to pick the kids up late.
184
451260
3000
07:34
So Gneezy and Rustichini said,
185
454260
2000
07:36
"How many instances of late pick-ups
186
456260
2000
07:38
are there at these 10 daycare centers?"
187
458260
2000
07:40
Now they saw -- and this is what the graph is,
188
460260
2000
07:42
these are the number of weeks and these are the number of late arrivals --
189
462260
3000
07:45
that there were between six and 10
190
465260
2000
07:47
instances of late pick-ups
191
467260
2000
07:49
on average in these 10 daycare centers.
192
469260
2000
07:51
So they divided the daycare centers into two groups.
193
471260
3000
07:54
The white group there
194
474260
2000
07:56
is the control group; they change nothing.
195
476260
3000
07:59
But the group of daycare centers represented by the black line,
196
479260
3000
08:02
they said, "We are changing this bargain
197
482260
2000
08:04
as of right now.
198
484260
2000
08:06
If you pick your kid up more than 10 minutes late,
199
486260
2000
08:08
we're going to add a 10 shekel fine to your bill.
200
488260
2000
08:10
Boom. No ifs, ands or buts."
201
490260
3000
08:13
And the minute they did that,
202
493260
2000
08:15
the behavior in those daycare centers changed.
203
495260
2000
08:17
Late pick-ups went up
204
497260
2000
08:19
every week for the next four weeks
205
499260
3000
08:22
until they topped out at triple the pre-fine average,
206
502260
3000
08:25
and then they fluctuated
207
505260
2000
08:27
at between double and triple the pre-fine average
208
507260
2000
08:29
for the life of the fine.
209
509260
2000
08:31
And you can see immediately what happened, right?
210
511260
3000
08:35
The fine broke the culture
211
515260
2000
08:37
of the daycare center.
212
517260
2000
08:39
By adding a fine,
213
519260
2000
08:41
what they did was communicate to the parents
214
521260
2000
08:43
that their entire debt to the teachers
215
523260
2000
08:45
had been discharged
216
525260
2000
08:47
with the payment of 10 shekels,
217
527260
2000
08:49
and that there was no residue of guilt or social concern
218
529260
3000
08:52
that the parents owed the teachers.
219
532260
2000
08:54
And so the parents, quite sensibly, said,
220
534260
2000
08:56
"10 shekels to pick my kid up late?
221
536260
2000
08:58
What could be bad?"
222
538260
2000
09:00
(Laughter)
223
540260
2000
09:04
The explanation of human behavior
224
544260
2000
09:06
that we inherited in the 20th century
225
546260
3000
09:09
was that we are all rational, self-maximizing actors,
226
549260
3000
09:12
and in that explanation --
227
552260
2000
09:14
the daycare center had no contract --
228
554260
3000
09:17
should have been operating without any constraints.
229
557260
3000
09:20
But that's not right.
230
560260
2000
09:22
They were operating with social constraints
231
562260
2000
09:24
rather than contractual ones.
232
564260
2000
09:26
And critically, the social constraints
233
566260
2000
09:28
created a culture that was more generous
234
568260
3000
09:31
than the contractual constraints did.
235
571260
2000
09:33
So Gneezy and Rustichini run this experiment for a dozen weeks --
236
573260
3000
09:36
run the fine for a dozen weeks --
237
576260
2000
09:38
and then they say, "Okay, that's it. All done; fine."
238
578260
3000
09:41
And then a really interesting thing happens:
239
581260
2000
09:43
Nothing changes.
240
583260
3000
09:46
The culture that got broken by the fine
241
586260
3000
09:49
stayed broken when the fine was removed.
242
589260
3000
09:52
Not only are economic motivations
243
592260
3000
09:55
and intrinsic motivations
244
595260
2000
09:57
incompatible,
245
597260
2000
09:59
that incompatibility
246
599260
2000
10:01
can persist over long periods.
247
601260
3000
10:04
So the trick
248
604260
2000
10:06
in designing these kinds of situations
249
606260
2000
10:08
is to understand where you're relying on
250
608260
3000
10:11
the economic part of the bargain -- as with the parents paying the teachers --
251
611260
3000
10:14
and when you're relying on the social part of the bargain,
252
614260
3000
10:17
when you're really designing for generosity.
253
617260
3000
10:20
This brings me back to the LOLcats
254
620260
3000
10:23
and to Ushahidi.
255
623260
2000
10:25
This is, I think, the range that matters.
256
625260
2000
10:27
Both of these rely on cognitive surplus.
257
627260
2000
10:29
Both of these design for the assumption
258
629260
2000
10:31
that people like to create and we want to share.
259
631260
3000
10:34
Here is the critical difference between these:
260
634260
3000
10:39
LOLcats is communal value.
261
639260
3000
10:42
It's value created by the participants
262
642260
2000
10:44
for each other.
263
644260
2000
10:46
Communal value on the networks we have
264
646260
3000
10:49
is everywhere --
265
649260
2000
10:51
every time you see a large aggregate
266
651260
2000
10:53
of shared, publicly available data,
267
653260
3000
10:56
whether it's photos on Flickr
268
656260
2000
10:58
or videos on Youtube or whatever.
269
658260
2000
11:00
This is good. I like LOLcats as much as the next guy,
270
660260
2000
11:02
maybe a little more even,
271
662260
2000
11:04
but this is also
272
664260
3000
11:07
a largely solved problem.
273
667260
2000
11:09
I have a hard time envisioning a future
274
669260
2000
11:11
in which someone is saying,
275
671260
2000
11:13
"Where, oh where, can I find a picture
276
673260
2000
11:15
of a cute cat?"
277
675260
2000
11:17
Ushahidi, by contrast,
278
677260
2000
11:19
is civic value.
279
679260
2000
11:21
It's value created by the participants
280
681260
2000
11:23
but enjoyed by society as a whole.
281
683260
2000
11:25
The goals set out by Ushahidi
282
685260
2000
11:27
are not just to make life better
283
687260
2000
11:29
for the participants,
284
689260
2000
11:31
but to make life better for everyone in the society
285
691260
3000
11:34
in which Ushahidi is operating.
286
694260
2000
11:36
And that kind of civic value
287
696260
3000
11:39
is not just a side effect
288
699260
2000
11:41
of opening up to human motivation.
289
701260
3000
11:44
It really is going to be a side effect
290
704260
2000
11:46
of what we, collectively,
291
706260
2000
11:48
make of these kinds of efforts.
292
708260
3000
11:51
There are a trillion
293
711260
2000
11:53
hours a year
294
713260
2000
11:55
of participatory value
295
715260
2000
11:57
up for grabs.
296
717260
2000
11:59
That will be true year-in and year-out.
297
719260
3000
12:02
The number of people who are going to be able
298
722260
2000
12:04
to participate in these kinds of projects
299
724260
2000
12:06
is going to grow,
300
726260
2000
12:08
and we can see that organizations
301
728260
3000
12:11
designed around a culture of generosity
302
731260
2000
12:13
can achieve incredible effects
303
733260
2000
12:15
without an enormous amount of contractual overhead --
304
735260
3000
12:18
a very different model
305
738260
2000
12:20
than our default model for large-scale group action in the 20th century.
306
740260
3000
12:24
What's going to make the difference here
307
744260
3000
12:27
is what Dean Kamen said,
308
747260
3000
12:30
the inventor and entrepreneur.
309
750260
2000
12:32
Kamen said, "Free cultures get what they celebrate."
310
752260
3000
12:36
We've got a choice before us.
311
756260
3000
12:39
We've got this trillion hours a year.
312
759260
2000
12:41
We can use it to crack each other up, and we're going to do that.
313
761260
3000
12:44
That, we get for free.
314
764260
2000
12:46
But we can also celebrate
315
766260
2000
12:48
and support and reward the people
316
768260
2000
12:50
trying to use cognitive surplus
317
770260
2000
12:52
to create civic value.
318
772260
2000
12:54
And to the degree we're going to do that, to the degree we're able to do that,
319
774260
3000
12:57
we'll be able to change society.
320
777260
2000
12:59
Thank you very much.
321
779260
2000
About this website

This site will introduce you to YouTube videos that are useful for learning English. You will see English lessons taught by top-notch teachers from around the world. Double-click on the English subtitles displayed on each video page to play the video from there. The subtitles scroll in sync with the video playback. If you have any comments or requests, please contact us using this contact form.

https://forms.gle/WvT1wiN1qDtmnspy7