Beware online "filter bubbles" | Eli Pariser

Prevoditelj: Matija Stepic Recezent: Tilen Pigac - EFZG

Mark Zuckerberg,

Mark Zuckerberg,

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

novinar mu je postavio pitanje u vezi news feed-a.

And the journalist was asking him,

I novinar ga je pitao,

"Why is this so important?"

"Zašto je ovo toliko važno?"

And Zuckerberg said,

A Zuckerber odgovara,

"A squirrel dying in your front yard

"Vjeverica koja umire na vašem travnjaku

may be more relevant to your interests right now

može biti relevantnija za vas u ovom trenutku

than people dying in Africa."

nego ljudi koji umiru u Africi."

And I want to talk about

Želio bih govoriti o tome

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

kako bi izgledao internet utemeljen na toj ideji o relevantnosti.

So when I was growing up

Tokom mog odrastanja

in a really rural area in Maine,

u stvarno ruralnoj sredini u Maine-u,

the Internet meant something very different to me.

internet mi je značio nešto sasvim drukčije.

It meant a connection to the world.

Značio je vezu sa svijetom.

It meant something that would connect us all together.

Značio je nešto što bi nas sve povezalo.

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

I bio sam siguran da će to biti odlično za demokraciju

and for our society.

i za naše društvo.

But there's this shift

Ali tu postoji taj preokret

in how information is flowing online,

u načinu na koji informacija putuje online,

and it's invisible.

koji je nevidljiv.

And if we don't pay attention to it,

I ako ne obratimo pažnju na njega,

it could be a real problem.

može postati ozbiljan problem.

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

Prvi put sam ovo primjetio na mjestu na kojem provodim dosta vremena --

my Facebook page.

moja Facebook stranica.

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

Moja politička razumjevanja su progresivna -- kakvo iznenađenje --

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

ali sam se uvijek trudio upoznati konzervativce.

I like hearing what they're thinking about;

Volim čuti o čemu razmišljaju;

I like seeing what they link to;

Volim vidjeti koje linkove postavljaju;

I like learning a thing or two.

Volim naučiti nekoliko stvari.

And so I was surprised when I noticed one day

Tako sam se iznenadio kada sam jednog dana primjetio

that the conservatives had disappeared from my Facebook feed.

da su konzervativci nestali iz mog Facebook feeda.

And what it turned out was going on

A ono što se ispostavilo je

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

da je Facebook pratio koje linkove sam kliknuo,

and it was noticing that, actually,

i primjećivao je da sam, u stvari,

I was clicking more on my liberal friends' links

više klikao na linkove mojih liberalnih prijatelja

than on my conservative friends' links.

nego na linkove mojih konzervativnih prijatelja.

And without consulting me about it,

I bez konzultacije samnom,

it had edited them out.

izbacio ih je.

They disappeared.

Oni su nestali.

So Facebook isn't the only place

Ali Facebook nije jedino mjesto

that's doing this kind of invisible, algorithmic

koje radi ovo nevidljivo, algoritamsko

editing of the Web.

mjenjanje weba.

Google's doing it too.

I Google to radi.

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

Kad ja tražim neki pojam, i vi tražite neki pojam,

even right now at the very same time,

čak i sada, u isto vrijeme,

we may get very different search results.

možemo dobiti različite rezultate pretrage.

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

Čak i ako niste ulogirani, jedan inžinjer mi je rekao,

there are 57 signals

postoji 57 signala

that Google looks at --

koje Google prati --

everything from what kind of computer you're on

sve od toga na kakvom ste računalu

to what kind of browser you're using

do toga koji pretraživač koristite

to where you're located --

i toga gdje se nalazite --

that it uses to personally tailor your query results.

koje služi da bi vam osobno skrojio rezultate pretrage.

Think about it for a second:

Razmislite o tome na trenutak:

there is no standard Google anymore.

više ne postoji standardni Google.

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

Znate, zanimljivo u vezi toga je što je to vrlo teško primjetiti.

You can't see how different your search results are

Vi ne možete vidjeti koliko se vaši rezultati pretrage

from anyone else's.

razlikuju od bilo kojih drugih.

But a couple of weeks ago,

Ali prije nekoliko tjedana

I asked a bunch of friends to Google "Egypt"

pitao sam grupu prijatelja da guglaju "Egipat"

and to send me screen shots of what they got.

i da mi pošalju snimak ekrana koji su dobili.

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

Evo snimka ekrana mog prijatelja Scott-a.

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

A evo snimka ekrana mog prijatelja Daniel-a.

When you put them side-by-side,

Kad ih stavite jedan pored drugog,

you don't even have to read the links

ne morate čak ni čitati linkove

to see how different these two pages are.

da biste vidjeli koliko se razlikuju.

But when you do read the links,

Ali kad pročitate linkove,

it's really quite remarkable.

stvarno je vrijedno pažnje.

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

Daniel nije dobio ništa u vezi prosvjeda u Egiptu

in his first page of Google results.

na svojoj prvoj stranici Google rezultata.

Scott's results were full of them.

Scottovi rezultati su bili puni prosvjeda.

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

A to je bila najvažnija vijest dana u tom trenutku.

That's how different these results are becoming.

Toliko ti rezultati postaju različiti.

So it's not just Google and Facebook either.

To nisu čak ni samo Google i Facebook.

This is something that's sweeping the Web.

To je nešto što se širi mrežom.

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

Postoji mnoštvo kompanija koje rade ovakvu vrstu presonalizacije.

Yahoo News, the biggest news site on the Internet,

Yahoo News, najveći news site na Internetu,

is now personalized -- different people get different things.

je sada personaliziran -- različiti ljudi dobiju različite stvari.

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

Huffington Post, Washington Post, New York Times --

all flirting with personalization in various ways.

svi flertuju s personalizacijom na različite načine.

And this moves us very quickly

I to nas vrlo brzo vodi

toward a world in which

ka svijetu u kojem

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

nam Internet prikazuje stvari koje misli da želimo vidjeti,

but not necessarily what we need to see.

ali ne nužno i stvari koje bi trebali vidjeti.

As Eric Schmidt said,

Kao što je Eric Schmidt rekao,

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

"Bit će vrlo teško ljudima gledati ili konzumirati nešto

that has not in some sense

što nije na neki način

been tailored for them."

skrojeno baš za njih."

So I do think this is a problem.

Tako da stvarno smatram da je to problem.

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

I mislim da, ako skupite sve te filtere,

you take all these algorithms,

uzmete sve te algoritme,

you get what I call a filter bubble.

dobijete ono što zovem filter mjehurić.

And your filter bubble is your own personal,

Vaš filter mjehurić je vaš osobni

unique universe of information

jedinstveni univerzum informacija

that you live in online.

u kojem živite online.

And what's in your filter bubble

A što se nalazi u vašem filter mjehuriću

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

zavisi od toga tko ste, i zavisi od toga čime se bavite.

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

Ali stvar je u tome da vi ne odlučujete što ulazi unutra.

And more importantly,

I još važnije,

you don't actually see what gets edited out.

ne možete vidjeti što vam je uklonjeno.

So one of the problems with the filter bubble

Tako da je jedan od problema s filter mjehurićem

was discovered by some researchers at Netflix.

otkriven od strane nekih istraživača iz Netflixa.

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

Promatrali su Netflix redoslijede, i primjetili nešto zanimljivo

that a lot of us probably have noticed,

što su mnogi od nas vjerovatno primjetili,

which is there are some movies

a to je da postoje neki filmovi

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

koji na neki način iskoče odmah u naše domove.

They enter the queue, they just zip right out.

Uđu u redoslijed, i odmah iskoče.

So "Iron Man" zips right out,

Tako "Iron Man" odmah iskoči,

and "Waiting for Superman"

a "Waiting for Superman"

can wait for a really long time.

može čekati prilično dugo vremena.

What they discovered

Ono što su otkrili

was that in our Netflix queues

je da se u Netflix redoslijedu

there's this epic struggle going on

događa epska bitka

between our future aspirational selves

između našeg budućeg sebe kojem težimo

and our more impulsive present selves.

i našeg sadašnjeg, impulzivnijeg sebe.

You know we all want to be someone

Znate, svi bi mi željeli biti netko

who has watched "Rashomon,"

tko je gledao "Rashomon,"

but right now

ali trenutno

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

želimo gledati "Ace Venturu" po četvrti put.

(Laughter)

(Smijeh)

So the best editing gives us a bit of both.

Tako da nam najbolje uređivanje daje ponešto od obojeg.

It gives us a little bit of Justin Bieber

Daje nam pomalo Justin Biebera

and a little bit of Afghanistan.

i pomalo Afganistana.

It gives us some information vegetables;

Daje nam nekakve biljke informacija,

it gives us some information dessert.

i daje nam neke informacijske poslastice.

And the challenge with these kinds of algorithmic filters,

Nedostatak ovakve vrste algoritamskih filtera,

these personalized filters,

ovih personaliziranih filtera,

is that, because they're mainly looking

je u tome što, pošto pretežno prate

at what you click on first,

na što prvo kliknete,

it can throw off that balance.

mogu promijeniti tu ravnotežu.

And instead of a balanced information diet,

Umjesto balansirane informacijske dijete,

you can end up surrounded

možete završiti okruženi

by information junk food.

informacijskim smećem od hrane.

What this suggests

Ovo ustvari ukazuje na to da

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

smo možda promašili cijelu priču s Internetom.

In a broadcast society --

U širokopojasnom društvu --

this is how the founding mythology goes --

ovako glasi osnivačka mitologija --

in a broadcast society,

u širokopojasnom društvu,

there were these gatekeepers, the editors,

postojali su ti vratari, urednici,

and they controlled the flows of information.

koji su kontrolirali protok informacija.

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

I onda se pojavio Internet koji ih je pomeo s puta,

and it allowed all of us to connect together,

i omogućio svima nama da se međusobno povežemo,

and it was awesome.

što je bilo fenomenalno.

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

Ali to zapravo nije ono što se upravo događa.

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

Ono što sada vidimo je više predavanje štafete

from human gatekeepers

od ljudskih vratara

to algorithmic ones.

ka algoritamskim.

And the thing is that the algorithms

A stvar je u tome da algoritmi

don't yet have the kind of embedded ethics

još uvijek nemaju ugrađenu etiku

that the editors did.

koju su imali urednici.

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

Ako će nam algoritmi biti tutori o svijetu,

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

ako će odlučivati što možemo a što ne možemo vidjeti,

then we need to make sure

onda se moramo pobriniti

that they're not just keyed to relevance.

da nisu naštimani samo na relevantnost.

We need to make sure that they also show us things

Moramo osigurati da nam prikazuju i stvari

that are uncomfortable or challenging or important --

koje su neugodne ili teške ili bitne --

this is what TED does --

to je ono što TED radi --

other points of view.

druge točke gledišta.

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

Stvar je u tome da smo već bili na ovom mjestu

as a society.

kao društvo.

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

1915. godine, novine se nisu puno brinule

about their civic responsibilities.

o svojoj odgovornosti prema građanima.

Then people noticed

Onda su ljudi primjetili

that they were doing something really important.

da one rade nešto vrlo značajno.

That, in fact, you couldn't have

Da, u stvari, ne možete imati

a functioning democracy

funkcionalnu demokraciju

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

ako građani nemaju dobar priljev informacija.

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

Da su novine kritične, jer su funkcionirale kao filter,

and then journalistic ethics developed.

i onda se razvila novinarska etika.

It wasn't perfect,

Nije bila savršena,

but it got us through the last century.

ali nam je poslužila kroz prošli vijek.

And so now,

I tako smo danas,

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

u neku ruku ponovno u 1915. na Webu.

And we need the new gatekeepers

I potrebni su nam novi vratari

to encode that kind of responsibility

da utkaju tu vrstu odgovornosti

into the code that they're writing.

u kod koji ispisuju.

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

Znam da ima dosta ljudi ovdje iz Facebooka ili Googlea --

Larry and Sergey --

Larry i Sergey --

people who have helped build the Web as it is,

ljudi koji su pomogli u izgradnji Weba kakav je danas,

and I'm grateful for that.

i ja sam im zahvalan zbog toga.

But we really need you to make sure

Ali stvarno želimo da osigurate

that these algorithms have encoded in them

da ti algoritmi imaju u sebi ugrađen

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

osjećaj javnog života, osjećaj građanske odgovornosti.

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

Želimo da osigurate da budu dovoljno transparentni

that we can see what the rules are

kako bi vidjeli koja su pravila

that determine what gets through our filters.

koja određuju što će proći kroz naše filtere.

And we need you to give us some control

I želimo da nam date neku kontrolu,

so that we can decide

da možemo odlučiti

what gets through and what doesn't.

što će proći a što ne.

Because I think

Jer smatram da

we really need the Internet to be that thing

nam je stvarno potrebno da Internet bude to

that we all dreamed of it being.

što smo svi sanjali da će biti.

We need it to connect us all together.

Potreban nam je da nas sve poveže.

We need it to introduce us to new ideas

Potreban nam je da nas upozna s novim idejama

and new people and different perspectives.

i novim ljudima i različitim perspektivama.

And it's not going to do that

A to neće napraviti

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

ako nas sve ostavi izolirane u pojedinim mrežama.

Thank you.

Hvala Vam.

(Applause)

(Pljesak)