Beware online "filter bubbles" | Eli Pariser

Translator: Alo-Jarmo Küppas Reviewer: Piret Hion

Mark Zuckerberg,

Mark Zukerbergi käest

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

küsis ajakirjanik facebooki uudistevoo kohta.

And the journalist was asking him,

Ajakirjanik küsis:

"Why is this so important?"

"Miks see üldse nii oluline on?"

And Zuckerberg said,

Ja Zukerberg vastas:

"A squirrel dying in your front yard

"Teie hoovis surev orav

may be more relevant to your interests right now

võib olla teie huvidest lähtuvalt olulisem

than people dying in Africa."

kui inimesed, kes surevad Aafrikas."

And I want to talk about

Ja ma tahaksin rääkida milline

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

sellisel ideel põhinev internet välja võiks näha.

So when I was growing up

Ma kasvasin üles

in a really rural area in Maine,

Maine osariigi maapiirkonnas

the Internet meant something very different to me.

ja internet oli minu jaoks midagi erilist.

It meant a connection to the world.

See oli ühenduseks maailmaga.

It meant something that would connect us all together.

See oli midagi, mis meid kõiki omavahel ühendab.

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

Ma olin kindel, et see tuleb suuresti kasuks demokraatiale

and for our society.

ja kogu meie ühiskonnale.

But there's this shift

Kuid nüüd on toimumas muutus

in how information is flowing online,

kuidas informatsioon internetis liigub

and it's invisible.

ja see on nähtamatu.

And if we don't pay attention to it,

Ning kui me sellele tähelepanu ei pööra

it could be a real problem.

võib see probleemiks saada.

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

Märkasin seda esimesena kohas, kus palju aega veedan -

my Facebook page.

oma Facebooki lehel.

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

Olen poliitiliselt liberaal - suur üllatus -

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

aga olen teadlikult ka konservatiividega suhelnud.

I like hearing what they're thinking about;

Mulle meeldib kuulata millest nad mõtlevad,

I like seeing what they link to;

mulle meeldib näha mida nad jagavad,

I like learning a thing or two.

mulle meeldib uusi asju teada saada.

And so I was surprised when I noticed one day

Ja ma olin üllatunud ühel päeval märgates,

that the conservatives had disappeared from my Facebook feed.

et mu konservatiividest sõbrad olid Facebooki uudistevoost kadunud.

And what it turned out was going on

Tuli välja, et

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

Facebook vaatas, millistele linkidele ma vajutan

and it was noticing that, actually,

ja nägi, et tegelikult,

I was clicking more on my liberal friends' links

vajutan ma liberaalidest sõprade linkidele rohkem

than on my conservative friends' links.

kui konservatiivide omadele.

And without consulting me about it,

Ja ilma minuga nõu pidamata,

it had edited them out.

oli ta nad välja jätnud.

They disappeared.

Nad olid kadunud.

So Facebook isn't the only place

Ega Facebook pole ainuke koht,

that's doing this kind of invisible, algorithmic

mis sarnast nähtamatut, algoritmilist

editing of the Web.

toimetamist kasutab.

Google's doing it too.

Google teeb sedasama.

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

Kui mina ja teie praegu midagi otsiksime,

even right now at the very same time,

koos ja samal ajal,

we may get very different search results.

võime saada täiesti erinevad otsingutulemused.

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

Isegi juhul kui te ei ole sisse loginud, rääkis üks insener mulle,

there are 57 signals

et on 57 signaali,

that Google looks at --

mida Google kontrollib -

everything from what kind of computer you're on

alates millist arvutit kasutatakse,

to what kind of browser you're using

millist veebilehitsejat,

to where you're located --

kuni otsija asukohani -

that it uses to personally tailor your query results.

nende abil pannakse kokku otsingu tulemused.

Think about it for a second:

Mõelge natuke selle peale:

there is no standard Google anymore.

tavalist Google'it ei ole enam olemas.

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

Teate, naljakas asja juures on see, et seda on keeruline näha.

You can't see how different your search results are

Te ei saa ju näha, kui palju teie otsingutulemused

from anyone else's.

teiste omadest erinevad.

But a couple of weeks ago,

Kuid paar nädalat tagasi

I asked a bunch of friends to Google "Egypt"

palusin oma sõpradel googeldada sõna "Egiptus".

and to send me screen shots of what they got.

Palusin, et nad saadaksid mulle pildid vastustest.

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

Siin on minu sõber Scott oma vastustega.

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

Ja siin on Daniel enda omadega.

When you put them side-by-side,

Kui need kõrvuti panna,

you don't even have to read the links

ei pea isegi linke lähemalt lugema,

to see how different these two pages are.

et aru saada kui erinevad tulemused on.

But when you do read the links,

Kuid lähemalt vaadates

it's really quite remarkable.

on see päris erakordne.

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

Daniel ei saanud Egiptuse meeleavalduste kohta

in his first page of Google results.

esimesel lehel mitte midagi.

Scott's results were full of them.

Scotti vastused olid neid aga täis.

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

Need olid sel ajal aga kõige kuumemad uudised.

That's how different these results are becoming.

Vaadake, kui erinevaks tulemused on muutumas.

So it's not just Google and Facebook either.

Ning see ei ole ainult Google ja Facebook.

This is something that's sweeping the Web.

See on midagi, mis toimub kogu internetis.

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

On suur hulk ettevõtteid, kes kasutavad samasugust isikustamist.

Yahoo News, the biggest news site on the Internet,

Yahoo News, interneti suurim uudistelehekülg

is now personalized -- different people get different things.

kasutab nüüd isikustamist - erinevad inimesed näevad erinevaid asju.

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

Huffington Post, Washington Post ja New York Times -

all flirting with personalization in various ways.

semmivad kõik erineval moel isikustamisega.

And this moves us very quickly

Ja seeläbi liigume kiiresti

toward a world in which

olukorrani, kus

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

internet näitab meile ainult neid asju mida ta eeldab, et näha tahame,

but not necessarily what we need to see.

mis ei pruugi alati olla asjad, mida nägema peame.

As Eric Schmidt said,

Eric Smith on öelnud:

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

"Inimeste jaoks on keeruline vaadata või tarbida midagi,

that has not in some sense

mis mingis plaanis

been tailored for them."

ei ole nende jaoks sobivaks tehtud."

So I do think this is a problem.

Ja ma arvan, et see on probleem.

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

Ma arvan ka, et kui võtta kõik need filtrid üheskoos,

you take all these algorithms,

kui võtta kõik need algoritmid,

you get what I call a filter bubble.

saame midagi, mida võiks nimetada filtreeritud mulliks.

And your filter bubble is your own personal,

Ja see filtreeritud mull on Sinu isiklik,

unique universe of information

ainulaadne inforuum,

that you live in online.

milles internetis olles elad.

And what's in your filter bubble

See, mis seal filtreeritud mullis on,

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

sõltub sellest, kes Sa oled ja millega tegeled.

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

Kuid asi on selles, et Sa ei saa otsustada, mis sinna mulli pääseb.

And more importantly,

Veel olulisem on,

you don't actually see what gets edited out.

Sa ei saa ka tegelikult näha, mis sealt mullist välja jäetakse.

So one of the problems with the filter bubble

Üks filtreeritud mulli probleeme

was discovered by some researchers at Netflix.

avastati Netflixi analüütikute poolt.

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

Nad vaatasid Netflixi videote järjekordi ja avastasid midagi päris huvitavat,

that a lot of us probably have noticed,

mida me ilmselt ka ise oleme märganud,

which is there are some movies

et on mõned filmid

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

mis otsejoones meile kodudesse jõuavad.

They enter the queue, they just zip right out.

Nad on järjekorras ja hüppavad kohe välja.

So "Iron Man" zips right out,

Näiteks "Raudmees" hüppab kohe välja,

and "Waiting for Superman"

aga "Oodates Supermani"

can wait for a really long time.

võib päris kaua aega oodata.

What they discovered

Nad avastasid,

was that in our Netflix queues

et meie Netflixi järjekordades

there's this epic struggle going on

käib suur võitlus

between our future aspirational selves

meie tuleviku poole püüdlevate "minade"

and our more impulsive present selves.

ja meie impulsiivsemate, olevikus elavate "minade" vahel.

You know we all want to be someone

Et me kõik tahaksime öelda, et

who has watched "Rashomon,"

oleme juba näinud kultusfilmi "Rashomon",

but right now

kuid praegu

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

tahame juba neljandat korda vaadata filmi "Ace Ventura".

(Laughter)

(Naer)

So the best editing gives us a bit of both.

Ehk parim filtreerimine annab meile pisut mõlemat.

It gives us a little bit of Justin Bieber

See annab natukene Justin Bieberit

and a little bit of Afghanistan.

ja pisut Afganistani.

It gives us some information vegetables;

See annab meile olulist teavet

it gives us some information dessert.

ja pisut kollast sinna hulka.

And the challenge with these kinds of algorithmic filters,

Selliste algoritmiliste filtrite probleem,

these personalized filters,

selliste isikustatud filtrite väljakutse

is that, because they're mainly looking

on, et nad vaatavad põhiliselt,

at what you click on first,

kuhu vajutatakse esimesena

it can throw off that balance.

ja võivad tasakaalust välja minna.

And instead of a balanced information diet,

Ning tasakaalustatud info asemel

you can end up surrounded

võite olla ümbritsetud

by information junk food.

informatsioon kiirtoidust.

What this suggests

See viitab tõsiasjale,

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

et oleme tegelikult internetist valesti aru saanud.

In a broadcast society --

Teabeühiskonnas -

this is how the founding mythology goes --

selline müüt on käibel -

in a broadcast society,

teabeühiskonnas

there were these gatekeepers, the editors,

olid nn. "väravavalvurid", toimetajad,

and they controlled the flows of information.

kes kontrollisid kogu informatsiooni liikumist.

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

Koos internetiga muutusid nad tähtsusetuks,

and it allowed all of us to connect together,

see andis kõigile võimaluse omavahel ühenduses olla

and it was awesome.

ja see oli super.

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

Kuid nüüd toimub hoopis midagi muud.

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

Nüüd oleme tunnistajaks,

from human gatekeepers

et inimestest "väravavalvurid"

to algorithmic ones.

lihtsalt asendatakse algoritmilistega.

And the thing is that the algorithms

Pprobleem on selles, et algoritmidel

don't yet have the kind of embedded ethics

ei ole veel sisse ehitatud eetilist kompassi,

that the editors did.

mis toimetajatel olemas oli.

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

Ehk, kui algoritmid maailma meie eest kureerivad,

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

kui nemad otsustavad, mida me näeme ja mida mitte,

then we need to make sure

siis peame olema kindlad,

that they're not just keyed to relevance.

et nad ei otsiks ainult olulisi samasusi.

We need to make sure that they also show us things

Peame olema kindlad, et nad näitaksid meile ka asju,

that are uncomfortable or challenging or important --

mis võivad olla ebamugavad, või keerulised, või tähtsad -

this is what TED does --

see on see, mida TED teeb -

other points of view.

teistsugused seisukohad.

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

Me oleme seda korra juba läbi teinud

as a society.

ühiskonnana.

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

1915.a. ei mõelnud ajalehed just palju

about their civic responsibilities.

oma sotsiaalse vastutuse peale.

Then people noticed

Kuid siis märkasid inimesed,

that they were doing something really important.

et ajalehtedel on tegelikult oluline roll.

That, in fact, you couldn't have

Sest ei saa olla

a functioning democracy

toimivat demokraatiat

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

ilma, et kodanikeni jõuaks olulist teavet.

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

Ajalehed olid tähtsad, sest toimisid sellise filtrina

and then journalistic ethics developed.

ja tekkiski ajakirjanduslik eetika.

It wasn't perfect,

See ei olnud ideaalne,

but it got us through the last century.

aga see aitas meid läbi eelmise sajandi.

And so now,

Nüüdsiis

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

oleme internetiga justkui aastas 1915.

And we need the new gatekeepers

Me vajame uusi "väravahoidjaid",

to encode that kind of responsibility

kes kirjutaksid sellise vastutustunde

into the code that they're writing.

ka loodavatesse koodidesse.

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

Tean, et siin on palju inimesi Facebookist ja Googlest -

Larry and Sergey --

Larry ja Sergei -

people who have helped build the Web as it is,

inimesed, kes on aidanud interneti ehitada selliseks nagu ta täna on,

and I'm grateful for that.

ja ma olen selle eest tänulik.

But we really need you to make sure

Kuid me peame olema kindlad,

that these algorithms have encoded in them

et nende poolt kirjutatud algoritmid sisaldavad

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

arusaama avalikust elust, mingisugust kodanikuvastutust.

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

Peame kindlad olema, et nad on piisavalt avatud,

that we can see what the rules are

et aru saada, milliste reeglitega on tegu,

that determine what gets through our filters.

mis filtreerimist reguleerivad.

And we need you to give us some control

Me tahame, et te annaksite osa kontrollist meile,

so that we can decide

et saaksime ise otsustada,

what gets through and what doesn't.

mis filtrist läbi pääseb ja mis mitte.

Because I think

Sest ma arvan,

we really need the Internet to be that thing

et internet peab olema see koht,

that we all dreamed of it being.

millest me kõik unistanud oleme.

We need it to connect us all together.

See peab meid kõiki omavahel ühendama.

We need it to introduce us to new ideas

See peab tutvustama meile uusi ideid,

and new people and different perspectives.

uusi inimesi, erinevaid seisukohti.

And it's not going to do that

Seda ei juhtu,

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

kui internet meid hoopis isoleerima hakkab.

Thank you.

Aitäh.

(Applause)

(Aplaus)