The moral bias behind your search results | Andreas Ekström

Prevoditelj: Djurdjica Ercegovac Recezent: Ivan Stamenković

Kada god posjetim neku školu i razgovaram s učenicima,

So whenever I visit a school and talk to students,

I always ask them the same thing:

uvijek ih pitam istu stvar:

Why do you Google?

Zašto guglate?

Why is Google the search engine of choice for you?

Zašto ste odabrali Google kao svoj pretraživač?

Strangely enough, I always get the same three answers.

Začudo, uvijek dobivam ista tri odgovora.

One, "Because it works,"

Prvi, "Zato jer radi,"

which is a great answer; that's why I Google, too.

što je sjajan odgovor; i ja guglam iz istog razloga.

Two, somebody will say,

Drugi, netko će reći,

"I really don't know of any alternatives."

"Ne znam za druge mogućnosti."

It's not an equally great answer and my reply to that is usually,

To nije podjednako sjajan odgovor i na to obično uzvraćam,

"Try to Google the word 'search engine,'

"Pokušajte guglati riječ 'pretraživač',

you may find a couple of interesting alternatives."

mogli biste naći par zanimljivih mogućnosti."

And last but not least, thirdly,

I zadnji, ali ne manje važan, treći,

inevitably, one student will raise her or his hand and say,

neizbježno će neki od učenika dignuti ruku i reći,

"With Google, I'm certain to always get the best, unbiased search result."

"S Googleom sam siguran da ću uvijek dobiti najbolji, nepristran rezultat.

Certain to always get the best, unbiased search result.

Siguran da će uvijek dobiti najbolji, nepristran rezultat pretraživanja.

Now, as a man of the humanities,

Kao čovjek od humanističkih znanosti,

albeit a digital humanities man,

premda digitalno humanističkih,

that just makes my skin curl,

od toga se naprosto naježim,

even if I, too, realize that that trust, that idea of the unbiased search result

čak iako, i sam shvaćam da je ta vjera,

ta ideja nepristranog rezultata pretraživanja

is a cornerstone in our collective love for and appreciation of Google.

kamen temeljac naše kolektivne ljubavi i uvažavanja Googlea.

I will show you why that, philosophically, is almost an impossibility.

Pokazat ću vam zašto je to, filozofski gledano, gotovo nemoguće.

But let me first elaborate, just a little bit, on a basic principle

No, dozvolite mi da prvo pojasnim, sasvim ukratko, osnovni princip

behind each search query that we sometimes seem to forget.

iza svakog upita za pretragu, koji izgleda ponekad zaboravljamo.

So whenever you set out to Google something,

Kada se god spremate nešto guglati

start by asking yourself this: "Am I looking for an isolated fact?"

započnite pitajući se ovo: "Tražim li izdvojenu činjenicu?"

What is the capital of France?

Koji je glavni grad Francuske?

What are the building blocks of a water molecule?

Koji su sastavni dijelovi molekule vode?

Great -- Google away.

Sjajno -- odguglajte.

There's not a group of scientists who are this close to proving

Ne postoji grupa znanstvenika koja bi bila ovako blizu dokaza

that it's actually London and H30.

da je to ustvari London i H3O.

You don't see a big conspiracy among those things.

U tim stvarima nećete vidjeti veliku zavjeru.

We agree, on a global scale,

U globalu se slažemo

what the answers are to these isolated facts.

koji su odgovori na ove izdvojene činjenice.

But if you complicate your question just a little bit and ask something like,

No, ako samo malo zakomplicirate svoje pitanje i upitate nešto poput,

"Why is there an Israeli-Palestine conflict?"

"Zašto postoji izraelsko-palestinski sukob?",

You're not exactly looking for a singular fact anymore,

vi više baš ne tražite pojedinu činjenicu,

you're looking for knowledge,

vi tražite znanje,

which is something way more complicated and delicate.

što je nešto puno kompliciranije i osjetljivije.

And to get to knowledge,

A da bi došli do znanja,

you have to bring 10 or 20 or 100 facts to the table

morate prikupiti 10 ili 20 ili 100 činjenica,

and acknowledge them and say, "Yes, these are all true."

potvrditi ih i reći, "Da, sve su one istinite."

But because of who I am,

Ali, zbog onoga tko sam ja,

young or old, black or white, gay or straight,

mlad ili star, crn ili bijel, gej ili strejt,

I will value them differently.

vrednovat ću ih različito.

And I will say, "Yes, this is true,

I reći ću, "Da, ovo je istina,

but this is more important to me than that."

ali ovo mi je važnije od onoga."

And this is where it becomes interesting,

I upravo ovdje postaje zanimljivo,

because this is where we become human.

jer ovdje postajemo ljudska bića.

This is when we start to argue, to form society.

Tu se počinjemo prepirati, formirati društvo.

And to really get somewhere, we need to filter all our facts here,

No, da bismo stvarno nekuda dospjeli, ovdje trebamo filtrirati svoje činjenice,

through friends and neighbors and parents and children

putem prijatelja i susjeda i roditelja i djece

and coworkers and newspapers and magazines,

i suradnika i novina i časopisa,

to finally be grounded in real knowledge,

da bismo na kraju bili potkovani pravim znanjem

which is something that a search engine is a poor help to achieve.

u čemu vam je pretraživač slaba pomoć.

So, I promised you an example just to show you why it's so hard

Obećao sam vam primjer

samo da pokažem zašto je tako teško doći do

to get to the point of true, clean, objective knowledge --

istinskog, čistog, objektivnog znanja --

as food for thought.

kao materijal za razmišljanje.

I will conduct a couple of simple queries, search queries.

Postavit ću par jednostavnih upita, upita za pretraživanje.

We'll start with "Michelle Obama,"

Počet ćemo sa "Michelle Obama",

the First Lady of the United States.

prvom damom Sjedinjenih država.

And we'll click for pictures.

I kliknut ćemo za slike.

It works really well, as you can see.

To stvarno dobro radi, kao što vidite.

It's a perfect search result, more or less.

Savršen rezultat pretrage, manje više.

It's just her in the picture, not even the President.

Na slici je samo ona, čak nema ni predsjednika.

How does this work?

Kako to funkcionira?

Quite simple.

Sasvim jednostavno.

Google uses a lot of smartness to achieve this, but quite simply,

Google koristi puno domišljatosti da bi ovo postigao,

no ukratko, gledaju se dvije stvari prije svega.

they look at two things more than anything.

First, what does it say in the caption under the picture on each website?

Prvo, što piše u tekstu ispod slike na svakoj web stranici?

Does it say "Michelle Obama" under the picture?

Piše li "Michelle Obama" ispod slike?

Pretty good indication it's actually her on there.

Prilično dobra indikacija da je na slici stvarno ona.

Second, Google looks at the picture file,

Drugo, Google gleda datoteku slike,

the name of the file as such uploaded to the website.

ime datoteke kao takve, prenesene na web stranicu.

Again, is it called "MichelleObama.jpeg"?

Ponovo, zove li se datoteka "MichelleObama.jpeg"?

Pretty good indication it's not Clint Eastwood in the picture.

Prilično dobra indikacija da na slici nije Clint Eastwood.

So, you've got those two and you get a search result like this -- almost.

Dakle, imate to dvoje i dobivate ovakav rezultat pretrage -- skoro.

Now, in 2009, Michelle Obama was the victim of a racist campaign,

2009. godine Michele Obama je bila žrtva rasističke kampanje

where people set out to insult her through her search results.

u kojoj su je ljudi počeli vrijeđati putem rezultata pretrage.

There was a picture distributed widely over the Internet

Postojala je slika naširoko rasprostranjena Internetom

where her face was distorted to look like a monkey.

na kojoj je njeno lice bilo izobličeno da liči na majmuna.

And that picture was published all over.

I ta je slika bila objavljena posvuda.

And people published it very, very purposefully,

A ljudi su je objavljivali

vrlo, vrlo promišljeno,

to get it up there in the search results.

kako bi se pojavila na vrhu rezultata pretrage.

They made sure to write "Michelle Obama" in the caption

Pazili su da ispod slike pišu "Michelle Obama"

and they made sure to upload the picture as "MichelleObama.jpeg," or the like.

i pazili su da sliku prenose kao "MichelleObama.jpeg" ili tome slično.

You get why -- to manipulate the search result.

Shvaćate zašto --

da bi manipulirali rezultatima pretrage.

And it worked, too.

I to je stvarno funkcioniralo.

So when you picture-Googled for "Michelle Obama" in 2009,

Pa kada ste guglali slike za "Michelle Obama" 2009.

that distorted monkey picture showed up among the first results.

ta izobličena majmunska slika pojavljivala se među prvim rezultatima.

Now, the results are self-cleansing,

E sada, rezultati pretrage se sami proćišćavaju,

and that's sort of the beauty of it,

i u tome je neka vrsta ljepote toga,

because Google measures relevance every hour, every day.

jer Google mjeri relevantnost svakog sata, svakog dana.

However, Google didn't settle for that this time,

Međutim Google se ovaj puta nije zadovoljio time,

they just thought, "That's racist and it's a bad search result

mislili su, "To je rasistički i to je loš rezultat pretrage

and we're going to go back and clean that up manually.

i mi ćemo to počistiti ručno.

We are going to write some code and fix it,"

Napisat ćemo nekakav kod i to popraviti,"

which they did.

što su i učinili.

And I don't think anyone in this room thinks that was a bad idea.

I mislim da nitko u ovoj dvorani ne misli da je to bila loša ideja.

Me neither.

Niti ja.

But then, a couple of years go by,

No zatim, prošlo je nekoliko godina,

and the world's most-Googled Anders,

i najguglaniji Anders na svijetu,

Anders Behring Breivik,

Anders Behring Brevik,

did what he did.

učinio je ono što je učinio.

This is July 22 in 2011,

Bilo je to 22. srpnja 2011.

and a terrible day in Norwegian history.

užasan dan u norveškoj povijesti.

This man, a terrorist, blew up a couple of government buildings

Ovaj čovjek, terorist, dignuo je u zrak par vladinih zgrada

walking distance from where we are right now in Oslo, Norway

baš nadomak mjesta na kojem se upravo nalazimo u Oslu, u Norveškoj

and then he traveled to the island of Utøya

i onda je otputovao na otok Utoyau

and shot and killed a group of kids.

i pucao i ubio grupu djece.

Almost 80 people died that day.

Skoro 80 ljudi je poginulo toga dana.

I mnogi ljudi bi ovaj čin nasilja opisali kao dva koraka,

And a lot of people would describe this act of terror as two steps,

that he did two things: he blew up the buildings and he shot those kids.

da je učinio dvije stvari: digao u zrak zgrade i ubio tu djecu.

It's not true.

To nije istina.

It was three steps.

Bilo je tri koraka.

He blew up those buildings, he shot those kids,

Digao je u zrak te zgrade, ubio tu djecu,

and he sat down and waited for the world to Google him.

i sjeo i čekao da ga svijet počne guglati.

And he prepared all three steps equally well.

A sva tri koraka je pripremio podjednako dobro.

And if there was somebody who immediately understood this,

I ako je postojao netko tko je to smjesta shvatio,

it was a Swedish web developer,

bio je to švedski web programer,

a search engine optimization expert in Stockholm, named Nikke Lindqvist.

stručnjak za optimizaciju pretraživača u Stockholmu, Nikke Lindquist.

He's also a very political guy

On je također politički aktivan

and he was right out there in social media, on his blog and Facebook.

i odmah se pojavio u društvenim medijima,

na svom blogu i Facebooku.

And he told everybody,

I svima je rekao,

"If there's something that this guy wants right now,

"Ako postoji nešto što ovaj momak želi ovoga časa,

it's to control the image of himself.

to je kontrola nad slikom o sebi.

Let's see if we can distort that.

Hajde da vidimo možemo li to poremetiti.

Da vidimo možemo li mi u civiliziranom svijetu

Let's see if we, in the civilized world, can protest against what he did

protestirati protiv onog što je učinio

through insulting him in his search results."

vrijeđajući ga kroz rezultate pretraga o njemu."

And how?

A kako?

He told all of his readers the following,

Svim svojim čitateljima rekao je sljedeće,

"Go out there on the Internet,

"Otiđite na Internet,

find pictures of dog poop on sidewalks --

nađite slike psećeg govna na pločnicima

find pictures of dog poop on sidewalks --

nađite slike psećeg govna na pločnicima,

publish them in your feeds, on your websites, on your blogs.

objavite ih u svojim sadržajima, na svojim web stranicama i blogovima.

Make sure to write the terrorist's name in the caption,

Ne zaboravite ispod slike napisati ime terorista,

make sure to name the picture file "Breivik.jpeg."

ne zaboravite datoteku slike nazvati "Breivik.jpeg".

Let's teach Google that that's the face of the terrorist."

Hajde da naučimo Google da je to lice terorista.

And it worked.

I to je radilo.

Two years after that campaign against Michelle Obama,

Dvije godine poslije kampanje protiv Michelle Obama,

this manipulation campaign against Anders Behring Breivik worked.

ova manipulacijska kampanja protiv Andersa Breivika je radila.

If you picture-Googled for him weeks after the July 22 events from Sweden,

Ako ste guglali njegove slike

tjednima poslije događaja 22. srpnja u Švedskoj

you'd see that picture of dog poop high up in the search results,

vidjeli biste sliku psećeg govna pri vrhu rezultata pretrage,

as a little protest.

kao mali protest.

Strangely enough, Google didn't intervene this time.

Začudo, Google ovaj puta nije intervenirao.

They did not step in and manually clean those search results up.

Nisu uskočili i ručno očistili te rezultate pretrage.

So the million-dollar question,

Pa, evo pitanja za milijun dolara,

is there anything different between these two happenings here?

ima li ikakve razlike između ova dva događanja?

Ima li ikakve razlike između onoga što se dogodilo Michelle Obama

Is there anything different between what happened to Michelle Obama

i onoga što se dogodilo Andersu Behringu Breiviku?

and what happened to Anders Behring Breivik?

Of course not.

Naravno da nema.

It's the exact same thing,

To je potpuno ista stvar,

yet Google intervened in one case and not in the other.

ipak je Google intervenirao u jednom slučaju, a u drugom nije.

Why?

Zašto?

Because Michelle Obama is an honorable person, that's why,

Zato jer je Michelle Obama uvažena osoba, eto zašto,

and Anders Behring Breivik is a despicable person.

a Anders Behring Breivik je osoba vrijedna prezira.

See what happens there?

Vidite što se ovdje događa?

An evaluation of a person takes place

Dešava se procjena osobe

and there's only one power-player in the world

a samo je jedan moćni igrač na svijetu

with the authority to say who's who.

s autoritetom da kaže tko je tko.

"We like you, we dislike you.

"Ti nam se sviđaš, ti nam se ne sviđaš.

We believe in you, we don't believe in you.

U tebe vjerujemo, u tebe ne vjerujemo.

You're right, you're wrong. You're true, you're false.

Ti si u pravu, ti nisi u pravu. Ti si iskren, ti nisi.

You're Obama, and you're Breivik."

Ti si Obama, a ti si Brevik."

That's power if I ever saw it.

To je moć, ako sam je ikada vidio.

Zato od vas tražim da upamtite da iza svakog algoritma

So I'm asking you to remember that behind every algorithm

is always a person,

uvijek stoji osoba,

a person with a set of personal beliefs

osoba sa svojim osobnim uvjerenjima

that no code can ever completely eradicate.

koja nikakav kôd ne može u potpunosti ukloniti.

And my message goes out not only to Google,

I moja poruka nije upućena samo Googleu,

but to all believers in the faith of code around the world.

već svima koji vjeruju u kôd, diljem svijeta.

You need to identify your own personal bias.

Trebali biste prepoznati vlastite osobne pristranosti.

You need to understand that you are human

Trebali biste razumjeti da ste ljudi

and take responsibility accordingly.

i preuzeti odgovornost u skladu s tim.

And I say this because I believe we've reached a point in time

A to kažem jer vjerujem da je došlo vrijeme

when it's absolutely imperative

kada je apsolutno nužno

that we tie those bonds together again, tighter:

da ponovo povežemo te veze, čvršće:

the humanities and the technology.

humanističke znanosti i tehnologiju.

Tighter than ever.

Čvršće no ikada.

And, if nothing else, to remind us that that wonderfully seductive idea

I, ako ništa drugo, da nas podsjeća da ta prekrasno zavodljiva ideja

of the unbiased, clean search result

nepristranog, čistog rezultata pretrage,

is, and is likely to remain, a myth.

jest, i vjerojatno će ostati, mit.

Thank you for your time.

Hvala vam na vremenu.

(Applause)

(Pljesak)