How you can help transform the internet into a place of trust | Claire Wardle

Prevoditelj: Martina Peraic Recezent: Sanda L

No matter who you are or where you live,

Bez obzira tko ste i gdje živite,

I'm guessing that you have at least one relative

nagađam da imate barem jednog rođaka

that likes to forward those emails.

koji voli prosljeđivati one poruke.

You know the ones I'm talking about --

Znate o kojima govorim --

onima sa sumnjivim tvrdnjama ili snimkama teorija urota.

the ones with dubious claims or conspiracy videos.

And you've probably already muted them on Facebook

I vjerojatno ste ih već blokirali na Facebooku

for sharing social posts like this one.

zbog dijeljenja ovakvih objava.

It's an image of a banana

To je slika banane

with a strange red cross running through the center.

s neobičnim crvenim križem koji se proteže kroz sredinu.

And the text around it is warning people

Tekst uokolo upozorava ljude

not to eat fruits that look like this,

da ne jedu takvo voće,

suggesting they've been injected with blood

napominjući da je injektirano krvlju

contaminated with the HIV virus.

zagađenom virusom HIV-a.

And the social share message above it simply says,

A društveno dijeljena poruka iznad jednostavno kaže,

"Please forward to save lives."

"Molimo pošaljite dalje za spas života."

Now, fact-checkers have been debunking this one for years,

Stručnjaci za provjeru informacija pokušavaju razotkriti ovo godinama,

but it's one of those rumors that just won't die.

ali to je jedan od tračeva koji odbija umrijeti.

A zombie rumor.

Zombijevski trač.

And, of course, it's entirely false.

I naravno, potpuno je pogrešan.

It might be tempting to laugh at an example like this, to say,

Dolazimo u napast smijati se primjerima poput ovoga, reći,

"Well, who would believe this, anyway?"

"Tko bi ionako povjerovao u to?"

But the reason it's a zombie rumor

Ali razlog zbog kojeg je to zombijevski trač

is because it taps into people's deepest fears about their own safety

jest jer zadire u najdublje ljudske strahove o osobnoj sigurnosti

and that of the people they love.

te sigurnosti ljudi koje vole.

And if you spend as enough time as I have looking at misinformation,

A ako provedete toliko vremena koliko i ja promatrajući dezinformacije,

you know that this is just one example of many

znate da je ovo tek jedan od mnogih primjera

that taps into people's deepest fears and vulnerabilities.

koji zadire u najdublje ljudske strahove i slabosti.

Every day, across the world, we see scores of new memes on Instagram

Svakog dana, svuda u svijetu, vidimo desetke novih memeova na Instagramu

encouraging parents not to vaccinate their children.

koji ohrabruju roditelje da ne cijepe svoju djecu.

We see new videos on YouTube explaining that climate change is a hoax.

Vidimo nove videe na YouTubeu koji tvrde da su klimatske promjene prevara.

And across all platforms, we see endless posts designed to demonize others

A na svim platformama, vidimo bezbrojne postove s ciljem demoniziranja drugih

on the basis of their race, religion or sexuality.

na osnovi njihove rase, vjere ili spolnosti.

Welcome to one of the central challenges of our time.

Dobrodošli u jedan od središnjih izazova našeg vremena.

How can we maintain an internet with freedom of expression at the core,

Kako da zadržimo internet sa slobodom izražavanja u svojoj srži,

while also ensuring that the content that's being disseminated

a da osiguramo da sadržaj kojeg se širi

doesn't cause irreparable harms to our democracies, our communities

ne stvara nepovratnu štetu našim demokracijama, našim zajednicama

and to our physical and mental well-being?

te našem tjelesnom i umnom blagostanju?

Because we live in the information age,

Jer živimo u informacijskom dobu,

yet the central currency upon which we all depend -- information --

a ipak glavna valuta o kojoj svi ovisimo -- informacija --

is no longer deemed entirely trustworthy

više se ne smatra posve vjerodostojnom

and, at times, can appear downright dangerous.

a ponekad se može činiti izravno opasnom.

This is thanks in part to the runaway growth of social sharing platforms

Ovo se događa zahvaljujući brzom rastu platformi za društveno dijeljenje

that allow us to scroll through,

koje nam omogućuju da skrolamo dolje,

where lies and facts sit side by side,

gdje laži i činjenice stoje jedni uz druge,

but with none of the traditional signals of trustworthiness.

ali bez ijednog od tradicionalnih znakova vjerodostojnosti.

And goodness -- our language around this is horribly muddled.

I zaboga -- naš govor koji okružuje sve to je zastrašujuće zamagljen.

People are still obsessed with the phrase "fake news,"

Ljudi su još uvijek opsjednuti frazom "lažne vijesti",

despite the fact that it's extraordinarily unhelpful

unatoč činjenici da nam izuzetno odmaže

and used to describe a number of things that are actually very different:

i koristi se za opis brojnih stvari koje su zapravo vrlo različite:

lies, rumors, hoaxes, conspiracies, propaganda.

laži, tračevi, prevare, urote, promidžba.

And I really wish we could stop using a phrase

I stvarno priželjkujem da prestanemo koristiti tu frazu

that's been co-opted by politicians right around the world,

koju su redom preuzeli političari gotovo cijelog svijeta,

from the left and the right,

od ljevice do desnice,

used as a weapon to attack a free and independent press.

i koriste se njome kao oružjem za napade na slobodne i neovisne medije.

(Applause)

(Pljesak)

Jer sada više nego ikada trebaju nam naši profesionalni informativni mediji.

Because we need our professional news media now more than ever.

And besides, most of this content doesn't even masquerade as news.

Osim toga, većina takvog sadržaja se niti ne prikriva pod viješću.

It's memes, videos, social posts.

To su memeovi, videi, društveni postovi.

And most of it is not fake; it's misleading.

I većina toga nije lažna, nego krivo navodi.

We tend to fixate on what's true or false.

Mi se većinom fiksiramo na istinu ili laž.

But the biggest concern is actually the weaponization of context.

Ali najveća opasnost je zapravo pretvaranje konteksta u oružje.

Because the most effective disinformation

Jer najučinkovitija dezinformacija

has always been that which has a kernel of truth to it.

oduvijek je bila ona koja u sebi sadrži zrnce istine.

Let's take this example from London, from March 2017,

Uzmimo ovaj primjer iz Londona iz ožujka 2017. godine,

a tweet that circulated widely

objava na Twitteru koja se jako proširila

in the aftermath of a terrorist incident on Westminster Bridge.

u danima nakon terorističkog napada na Westminsterskom mostu.

This is a genuine image, not fake.

Ovo je prava slika, nije lažirana.

The woman who appears in the photograph was interviewed afterwards,

Žena koja se pojavljuje na slici kasnije je bila intervjuirana

and she explained that she was utterly traumatized.

i objasnila je da je bila krajnje preplašena.

She was on the phone to a loved one,

Bila je na telefonu s voljenom osobom

and she wasn't looking at the victim out of respect.

i iz poštovanja nije gledala u žrtvu.

But it still was circulated widely with this Islamophobic framing,

Ali svejedno je proširena uz islamofobne implikacije,

with multiple hashtags, including: #BanIslam.

uz brojne hashtagove, uključujući: #ZabraniteIslam.

Now, if you worked at Twitter, what would you do?

Da radite u Twitteru, što biste učinili?

Would you take that down, or would you leave it up?

Biste li ovo maknuli ili ostavili?

My gut reaction, my emotional reaction, is to take this down.

Moja instinktivna, emocionalna reakcija jest da bih to maknula.

I hate the framing of this image.

Mrzim implikacije ove slike.

But freedom of expression is a human right,

Ali sloboda izražavanja je ljudsko pravo,

and if we start taking down speech that makes us feel uncomfortable,

a ako počnemo micati govor koji čini da se osjećamo nelagodno,

we're in trouble.

onda smo u nevolji.

And this might look like a clear-cut case,

Ovo može izgledati kao kristalno jasan slučaj,

but, actually, most speech isn't.

ali zapravo, većina govora nije takva.

These lines are incredibly difficult to draw.

Izuzetno je teško povući te crte.

What's a well-meaning decision by one person

Ono što je za jednu osobu dobronamjerna odluka,

is outright censorship to the next.

za drugu može biti otvorena cenzura.

What we now know is that this account, Texas Lone Star,

Sada znamo da je ovaj Twitter-račun, Texas Lone Star,

was part of a wider Russian disinformation campaign,

dio široke ruske kampanje dezinformiranja,

one that has since been taken down.

koja je otada odstranjena.

Would that change your view?

Bi li to promijenilo vaš stav?

It would mine,

Moj bi,

because now it's a case of a coordinated campaign

jer sada je to slučaj usmjerene kampanje

to sow discord.

za sijanje nemira.

And for those of you who'd like to think

A vama koji volite misliti

that artificial intelligence will solve all of our problems,

kako će umjetna inteligencija riješiti sve naše probleme,

I think we can agree that we're a long way away

mislim da se možemo složiti kako je još dug put

from AI that's able to make sense of posts like this.

do UI-ja koji bi mogao razlučiti smisao ovakvih postova.

So I'd like to explain three interlocking issues

Želim objasniti tri isprepletena problema

that make this so complex

koji ovo čine toliko složenim,

and then think about some ways we can consider these challenges.

a zatim razmisliti o načinima kako možemo razmotriti ove izazove.

First, we just don't have a rational relationship to information,

Prvo, mi jednostavno nemamo racionalan odnos s informacijama,

we have an emotional one.

nego emocionalan.

It's just not true that more facts will make everything OK,

Jednostavno nije točno da će više činjenica sve popraviti,

because the algorithms that determine what content we see,

jer algoritmi koji određuju koji sadržaj gledamo

well, they're designed to reward our emotional responses.

napravljeni su tako da nagrade naše emocionalne reakcije.

And when we're fearful,

A kada strahujemo,

oversimplified narratives, conspiratorial explanations

pojednostavljene priče, urotnička objašnjenja

and language that demonizes others is far more effective.

i govor koji demonizira druge su daleko učinkovitiji.

And besides, many of these companies,

Usput, mnoge od ovih tvrtki,

their business model is attached to attention,

njihov poslovni model veže se na pozornost,

which means these algorithms will always be skewed towards emotion.

što znači da će ti algoritmi uvijek biti naklonjeni prema emocijama.

Second, most of the speech I'm talking about here is legal.

Drugo, većina govora koji ovdje opisujem je legalan.

It would be a different matter

Bila bi to druga stvar

if I was talking about child sexual abuse imagery

ako bih govorila o slikama spolnog zlostavljanja djece

or content that incites violence.

ili o sadržaju koji poziva na nasilje.

It can be perfectly legal to post an outright lie.

Može biti posve legalno objaviti besramnu laž.

But people keep talking about taking down "problematic" or "harmful" content,

A ljudi i dalje pričaju o skidanju "problematičnog" ili "štetnog" sadržaja,

but with no clear definition of what they mean by that,

ali bez jasne definicije što pod tim smatraju,

including Mark Zuckerberg,

čak i Mark Zuckerberg,

who recently called for global regulation to moderate speech.

koji je nedavno zatražio svjetsku regulativu za moderiranje govora.

And my concern is that we're seeing governments

Vidim opasnost u tome što vlade

right around the world

po cijelom svijetu

rolling out hasty policy decisions

izbacuju žurne političke odluke

that might actually trigger much more serious consequences

koje bi zapravo mogle izazvati puno ozbiljnije posljedice

when it comes to our speech.

kada se radi o našem govoru.

And even if we could decide which speech to take up or take down,

Čak i ako bismo mogli odlučiti koji govor postaviti ili maknuti,

we've never had so much speech.

nikada nije bilo toliko puno govora.

Every second, millions of pieces of content

Svake sekunde, milijune komadića sadržaja

are uploaded by people right around the world

postavljaju ljudi iz cijelog svijeta

in different languages,

na različitim jezicima,

drawing on thousands of different cultural contexts.

pozivajući se na tisuće različitih kulturnih konteksta.

We've simply never had effective mechanisms

Nikada nismo imali učinkovita sredstva

to moderate speech at this scale,

za moderiranje govora na ovoj razini,

whether powered by humans or by technology.

bilo da ih pokreću ljudi ili tehnologija.

And third, these companies -- Google, Twitter, Facebook, WhatsApp --

Treće, ove tvrtke -- Google, Twitter, Facebook, WhatsApp --

they're part of a wider information ecosystem.

dio su šireg informacijskog ekosustava.

We like to lay all the blame at their feet, but the truth is,

Sviđa nam se svaliti sav grijeh na njih, ali zapravo,

the mass media and elected officials can also play an equal role

masovni mediji i dužnosnici na položajima također igraju podjednaku ulogu

in amplifying rumors and conspiracies when they want to.

u preuveličavanju tračeva i zavjera kada to žele.

As can we, when we mindlessly forward divisive or misleading content

Tu ulogu igramo i sami kada proslijedimo huškajući ili neprovjeren sadržaj

without trying.

a da se nismo ni potrudili.

We're adding to the pollution.

Pridonosimo zagađenju.

I know we're all looking for an easy fix.

Znam da svi tražimo lako rješenje.

But there just isn't one.

Ali jednostavno ga nema.

Any solution will have to be rolled out at a massive scale, internet scale,

Bilo koje rješenje trebalo bi biti pokrenuto na visokoj razini, internetskoj,

and yes, the platforms, they're used to operating at that level.

i da, platforme su naviknute raditi na toj razini.

But can and should we allow them to fix these problems?

Ali možemo li i trebamo li im dopustiti da riješe ovaj problem?

They're certainly trying.

Oni se svakako trude.

But most of us would agree that, actually, we don't want global corporations

Ali većina nas će se složiti da, zapravo, ne želimo da globalne korporacije

to be the guardians of truth and fairness online.

postanu čuvari istine i poštenja na internetu.

And I also think the platforms would agree with that.

Mislim da bi se i same platforme složile s time.

And at the moment, they're marking their own homework.

A trenutno, oni ocjenjuju svoje vlastite domaće zadaće.

They like to tell us

Vole nam reći

that the interventions they're rolling out are working,

kako intervencije koje poduzimaju imaju učinak,

but because they write their own transparency reports,

ali budući da sami pišu svoja izvješća o transparentnosti,

there's no way for us to independently verify what's actually happening.

nema načina da neovisno utvrdimo što se zapravo događa.

(Applause)

(Pljesak)

And let's also be clear that most of the changes we see

Razjasnimo također kako se većina promjena koje vidimo

only happen after journalists undertake an investigation

dogode tek nakon što novinari poduzmu istragu

and find evidence of bias

te pronađu dokaze pristranosti

or content that breaks their community guidelines.

ili sadržaja koji krši njihove društvene smjernice.

So yes, these companies have to play a really important role in this process,

Da, te tvrtke moraju igrati vrlo važnu ulogu u ovom procesu,

but they can't control it.

ali ga ne smiju kontrolirati.

So what about governments?

Što je s vladama?

Many people believe that global regulation is our last hope

Mnogi ljudi vjeruju da je svjetska regulativa posljednja nada

in terms of cleaning up our information ecosystem.

kada se radi o pročišćenju našeg informacijskog ekosustava.

But what I see are lawmakers who are struggling to keep up to date

Ali vidim tek donositelje zakona koji se bore da ostanu ukorak

with the rapid changes in technology.

s brzim promjenama u tehnologiji.

And worse, they're working in the dark,

Još gore, oni djeluju u mraku,

because they don't have access to data

jer nemaju pristup podacima

to understand what's happening on these platforms.

kako bi razumjeli što se događa na ovim platformama.

And anyway, which governments would we trust to do this?

A i kojim bismo vladama povjerili da to učine?

We need a global response, not a national one.

Potrebna nam je svjetska, ne nacionalna, reakcija.

So the missing link is us.

Mi smo karika koja nedostaje.

It's those people who use these technologies every day.

Ljudi koji se služe ovim tehnologijama svakodnevno.

Can we design a new infrastructure to support quality information?

Možemo li stvoriti novu infrastrukturu za podršku kvalitetnim informacijama?

Well, I believe we can,

Vjerujem da možemo,

and I've got a few ideas about what we might be able to actually do.

i imam par ideja o tome što zapravo možemo učiniti.

So firstly, if we're serious about bringing the public into this,

Najprije, ako ozbiljno mislimo uključiti javnost u ovo,

can we take some inspiration from Wikipedia?

možemo li crpiti nadahnuće iz Wikipedije?

They've shown us what's possible.

Oni su pokazali što je moguće.

Yes, it's not perfect,

Nije savršena,

but they've demonstrated that with the right structures,

ali prikazali su kako pomoću pravih struktura,

globalnog pogleda te puno, puno transparentnosti,

with a global outlook and lots and lots of transparency,

you can build something that will earn the trust of most people.

može se izgraditi nešto što će steći povjerenje većine ljudi.

Because we have to find a way to tap into the collective wisdom

Jer moramo pronaći način da zagrabimo u kolektivnu mudrost

and experience of all users.

te iskustvo svakog korisnika.

This is particularly the case for women, people of color

To je posebno bitno za žene, nebijelce,

and underrepresented groups.

i nedovoljno zastupljene skupine.

Because guess what?

Jer pogodite?

They are experts when it comes to hate and disinformation,

Oni su stručnjaci kada se radi o mržnji i dezinformiranju,

because they have been the targets of these campaigns for so long.

jer su oni toliko dugo bili mete takvih kampanja.

And over the years, they've been raising flags,

Tijekom godina, podizali su zastavice,

and they haven't been listened to.

a nismo ih slušali.

This has got to change.

To se mora promijeniti.

So could we build a Wikipedia for trust?

Možemo li sagraditi Wikipediju za povjerenje?

Could we find a way that users can actually provide insights?

Možemo li pronaći način da nam korisnici zapravo omoguće uvide?

They could offer insights around difficult content-moderation decisions.

Mogu ponuditi uvide pri teškim odlukama o moderiranju sadržaja.

They could provide feedback

Mogu nam dati povratnu informaciju

when platforms decide they want to roll out new changes.

kada platforme odluče izbaciti nove promjene.

Second, people's experiences with the information is personalized.

Drugo, ljudska iskustva s informacijama su osobna.

My Facebook news feed is very different to yours.

Moj popis novosti na Facebooku je vrlo različit od vašeg.

Your YouTube recommendations are very different to mine.

Vaše preporuke na YouTubeu su vrlo različite od mojih.

That makes it impossible for us to actually examine

To čini nemogućim da preispitamo

what information people are seeing.

koje informacije ljudi vide.

So could we imagine

Možemo li zamisliti

developing some kind of centralized open repository for anonymized data,

da razvijemo neku vrstu središnjeg otvorenog skladišta za anonimne podatke,

with privacy and ethical concerns built in?

s ugrađenom privatnošću i etičkim ogradama?

Because imagine what we would learn

Jer zamislite što bismo mogli naučiti

if we built out a global network of concerned citizens

ako izgradimo svjetsku mrežu angažiranih građana

who wanted to donate their social data to science.

koji žele donirati svoje društvene podatke znanosti.

Because we actually know very little

Jer zapravo znamo jako malo

about the long-term consequences of hate and disinformation

o dugoročnim posljedicama mržnje i dezinformacija

on people's attitudes and behaviors.

na ljudske stavove i ponašanja.

And what we do know,

A ono što znamo

most of that has been carried out in the US,

većinom je bilo izvedeno u SAD-u,

despite the fact that this is a global problem.

usprkos tome što je ovo svjetski problem.

We need to work on that, too.

I na tome moramo raditi.

And third,

Treće,

can we find a way to connect the dots?

možemo li naći način da spojimo točke?

No one sector, let alone nonprofit, start-up or government,

Nijedan sektor, posebno ne neprofitna udruga, start-up tvrtka ili vlada

is going to solve this.

neće ovo riješiti.

But there are very smart people right around the world

Ali ima jako pametnih ljudi svuda po svijetu

working on these challenges,

koji rade na ovim izazovima,

from newsrooms, civil society, academia, activist groups.

uredništva vijesti, civilno društvo, akademski djelatnici, skupine aktivista.

And you can see some of them here.

Neke od njih možete vidjeti ovdje.

Some are building out indicators of content credibility.

Neki grade pokazatelje za vjerodostojnost sadržaja.

Others are fact-checking,

Drugi provjeravaju podatke,

so that false claims, videos and images can be down-ranked by the platforms.

kako bi lažne tvrdnje, videi i slike bili nisko rangirani na platformama.

A nonprofit I helped to found, First Draft,

Pomogla sam osnovati neprofitnu udrugu First Draft

is working with normally competitive newsrooms around the world

koja radi s uobičajeno natjecateljskim uredništvima vijesti po svijetu

to help them build out investigative, collaborative programs.

da im pomogne u gradnji istraživačkih, surađivačkih programa.

And Danny Hillis, a software architect,

Danny Hillis, inženjer softvera,

is designing a new system called The Underlay,

gradi novi sustav imenom The Underlay,

which will be a record of all public statements of fact

koji će biti arhiv svih javnih činjenica

connected to their sources,

povezanih sa svojim izvorom,

so that people and algorithms can better judge what is credible.

kako bi ljudi i algoritmi bolje procijenili što je vjerodostojno.

And educators around the world are testing different techniques

Edukatori diljem svijeta testiraju različite tehnike

for finding ways to make people critical of the content they consume.

u nalaženju načina da ljudi postanu kritični prema sadržaju koji koriste.

All of these efforts are wonderful, but they're working in silos,

Svi ti pokušaji su divni, ali oni rade nepovezano,

and many of them are woefully underfunded.

i mnogima od njih kronično nedostaju financijska sredstva.

There are also hundreds of very smart people

Ima i stotine vrlo pametnih ljudi

working inside these companies,

koji rade unutar ovih tvrtki,

but again, these efforts can feel disjointed,

ali opet, ta nastojanja su rascjepkana,

because they're actually developing different solutions to the same problems.

jer oni zapravo razvijaju različita rješenja za isti problem.

How can we find a way to bring people together

Kako možemo naći način da spojimo ljude

in one physical location for days or weeks at a time,

na jednoj fizičkoj lokaciji danima ili tjednima istodobno,

so they can actually tackle these problems together

kako bi zajedno mogli savladati ove probleme

but from their different perspectives?

ali s različitih gledišta?

So can we do this?

Pa možemo li to učiniti?

Can we build out a coordinated, ambitious response,

Možemo li izgraditi koordiniranu, ambicioznu reakciju

one that matches the scale and the complexity of the problem?

koja će se mjeriti s razinom i kompleksnošću problema?

I really think we can.

Stvarno mislim da možemo.

Together, let's rebuild our information commons.

Zajedno, izgradimo ponovno naš informacijski krajolik.

Thank you.

Hvala.

(Applause)

(Pljesak)