How a handful of tech companies control billions of minds every day | Tristan Harris
947,059 views ・ 2017-07-28
请双击下面的英文字幕来播放视频。
翻译人员: Lipeng Chen
校对人员: Jing Peng
00:12
I want you to imagine
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我想让你们想象
走进一个房间,
00:15
walking into a room,
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00:17
a control room with a bunch of people,
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这个房间是个控制室,
里面有一群人,大概上百人,
00:19
a hundred people, hunched
over a desk with little dials,
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都在有控制器的桌子旁伏案工作,
00:23
and that that control room
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而那间控制室
00:25
will shape the thoughts and feelings
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会决定上亿人的
00:29
of a billion people.
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思想和情感。
00:32
This might sound like science fiction,
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这听上去像是科幻小说,
00:35
but this actually exists
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但是今天,此刻,
00:37
right now, today.
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它真真切切地发生着。
因为我就在这种控制室工作过。
00:40
I know because I used to be
in one of those control rooms.
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我曾是谷歌的设计伦理学家,
00:44
I was a design ethicist at Google,
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00:46
where I studied how do you ethically
steer people's thoughts?
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在那里我曾研究过如何
名正言顺地左右人们的想法。
00:50
Because what we don't talk about
is how the handful of people
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因为我们不常讨论屈指可数的
00:53
working at a handful
of technology companies
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几家科技公司的那么几个人,
是如何通过他们的选择
来影响现今上亿人的思想。
00:56
through their choices will steer
what a billion people are thinking today.
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01:02
Because when you pull out your phone
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因为当你拿出手机,
他们将设计下一步会如何
以及应该推送哪些新闻,
01:04
and they design how this works
or what's on the feed,
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01:07
it's scheduling little blocks
of time in our minds.
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就像在我们的脑子里设定出了小小的模块。
01:10
If you see a notification,
it schedules you to have thoughts
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如果你看到一个消息,
这会促使你形成
01:13
that maybe you didn't intend to have.
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或许原本没有的想法。
01:16
If you swipe over that notification,
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如果你忽略了这个消息,
他们还会设计让你在原本
01:19
it schedules you into spending
a little bit of time
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01:21
getting sucked into something
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不关注的东西上
01:22
that maybe you didn't intend
to get sucked into.
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多花些时间。
01:27
When we talk about technology,
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当我们谈到科技时,
我们倾向于把它描绘成
充满机遇的蓝图。
01:30
we tend to talk about it
as this blue sky opportunity.
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01:32
It could go any direction.
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天马行空,任你想象。
01:35
And I want to get serious for a moment
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而我想严肃地告诉你们,
为什么它选择了某个特定的方向。
01:37
and tell you why it's going
in a very specific direction.
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01:40
Because it's not evolving randomly.
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因为科技的发展不是随机的。
在我们创造的所有科技背后
01:44
There's a hidden goal
driving the direction
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都隐藏着明确的目标,
01:46
of all of the technology we make,
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那个目标就是追求我们的注意力。
01:48
and that goal is the race
for our attention.
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01:52
Because every news site,
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因为所有新的网站——
01:55
TED, elections, politicians,
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TED演讲,选举,政客,
01:58
games, even meditation apps
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游戏,甚至是冥想软件——
02:00
have to compete for one thing,
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都需要为同一种东西彼此竞争,
02:03
which is our attention,
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那就是我们的注意力,
02:04
and there's only so much of it.
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而注意力是有限的。
02:08
And the best way to get people's attention
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获得人们注意力的最佳办法
02:10
is to know how someone's mind works.
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就是了解我们的大脑是如何运作的。
02:13
And there's a whole bunch
of persuasive techniques
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大学时我曾在一个叫做
说服性技术实验室的地方
02:16
that I learned in college at a lab
called the Persuasive Technology Lab
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学到了许多说服别人的技巧,
02:19
to get people's attention.
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来获取人们的注意力。
02:21
A simple example is YouTube.
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一个简单的例子就是YouTube。
YouTube希望你在
它上面花的时间越多越好。
02:24
YouTube wants to maximize
how much time you spend.
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02:26
And so what do they do?
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那么他们做了什么呢?
02:28
They autoplay the next video.
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他们增加了自动播放下一个视频的功能。
02:31
And let's say that works really well.
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效果应该说很不错。
02:33
They're getting a little bit
more of people's time.
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人们在上面花费了更多的时间。
如果你在Netflix工作,
看到他们这么做之后会觉得,
02:36
Well, if you're Netflix,
you look at that and say,
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这会减少我的市场份额,
02:38
well, that's shrinking my market share,
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我也要自动播放下一集。
02:40
so I'm going to autoplay the next episode.
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02:43
But then if you're Facebook,
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但如果你是Facebook的员工,
02:44
you say, that's shrinking
all of my market share,
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你会说,这减少了我的市场份额,
所以我会在你点击播放按键前
02:47
so now I have to autoplay
all the videos in the newsfeed
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自动播放新闻推送中的所有视频。
02:49
before waiting for you to click play.
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02:52
So the internet is not evolving at random.
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所以网络不是随机发展的。
02:56
The reason it feels
like it's sucking us in the way it is
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我们感觉上瘾的原因在于
03:00
is because of this race for attention.
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我们的注意力成了被竞争的对象。
我们知道这样发展下去会如何。
03:03
We know where this is going.
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03:04
Technology is not neutral,
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科技并非中性的,
03:07
and it becomes this race
to the bottom of the brain stem
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它变成了那些可以深入了解
03:10
of who can go lower to get it.
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人脑运作的人之间的竞争。
03:13
Let me give you an example of Snapchat.
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给你们举个Snapchat的例子。
03:16
If you didn't know,
Snapchat is the number one way
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有人可能不太了解,
Snapchat是在美国青少年中
排名第一的交流方式。
03:20
that teenagers in
the United States communicate.
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如果你们和我一样用短信交流,
03:22
So if you're like me, and you use
text messages to communicate,
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03:26
Snapchat is that for teenagers,
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那么Snapchat就是青少年的短信,
03:28
and there's, like,
a hundred million of them that use it.
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有近一亿人在使用。
他们发明了一种叫Snapstreaks的功能,
03:31
And they invented
a feature called Snapstreaks,
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它会展示两个人
03:33
which shows the number of days in a row
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持续互动的天数。
03:35
that two people have
communicated with each other.
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03:37
In other words, what they just did
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换句话说,他们所做的
03:39
is they gave two people
something they don't want to lose.
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就是给了两个人不想失去的记录。
因为如果你是一个青少年,
连续交流了150天,
03:44
Because if you're a teenager,
and you have 150 days in a row,
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03:47
you don't want that to go away.
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你不想失去这些东西。
03:49
And so think of the little blocks of time
that that schedules in kids' minds.
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试想一下孩子脑子里
已被设定好的时间模块。
这不是理论空谈,而是事实;
当孩子们去度假时,
03:54
This isn't theoretical:
when kids go on vacation,
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03:56
it's been shown they give their passwords
to up to five other friends
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即使他们不能使用
Snapstreaks,也会把密码
03:59
to keep their Snapstreaks going,
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告诉至多五个朋友,
来帮助他把Snapstreaks接力下去。
04:02
even when they can't do it.
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他们要同时关注大约30件这种事情,
04:04
And they have, like, 30 of these things,
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所以每天他们就忙于拍拍画,拍拍墙,
04:06
and so they have to get through
taking photos of just pictures or walls
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04:09
or ceilings just to get through their day.
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拍拍天花板来消磨时间。
04:13
So it's not even like
they're having real conversations.
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这甚至不能被称为真正的交流。
04:15
We have a temptation to think about this
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我们可能会这么想,
04:17
as, oh, they're just using Snapchat
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他们用Snapchat的方式
04:20
the way we used to
gossip on the telephone.
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就像我们曾经用电话聊八卦一样,
04:22
It's probably OK.
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应该是没问题的。
04:24
Well, what this misses
is that in the 1970s,
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但人们忽略了在上世纪七十年代,
04:26
when you were just
gossiping on the telephone,
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当你们用电话聊八卦时,
04:29
there wasn't a hundred engineers
on the other side of the screen
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在另一头并没有数百名工程师
准确知道你们的心理活动,
04:32
who knew exactly
how your psychology worked
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04:34
and orchestrated you
into a double bind with each other.
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并精心策划着如何让你们加强联络。
04:38
Now, if this is making you
feel a little bit of outrage,
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如果这让你有些愤怒了,
04:42
notice that that thought
just comes over you.
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请注意,你刚刚才意识到这点,
04:45
Outrage is a really good way also
of getting your attention,
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愤怒也是获取你注意力的一种好方式。
04:49
because we don't choose outrage.
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因为我们不会选择愤怒。
04:51
It happens to us.
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它会自动发生在我们身上。
04:52
And if you're the Facebook newsfeed,
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如果你负责Facebook的新闻推送,
04:54
whether you'd want to or not,
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信不信由你,
人们愤怒的时候你会受益。
04:56
you actually benefit when there's outrage.
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因为愤怒不仅仅是人们
04:59
Because outrage
doesn't just schedule a reaction
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05:01
in emotional time, space, for you.
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在情感和空间上的一个反应。
05:05
We want to share that outrage
with other people.
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想要与人分享这份愤怒,
05:07
So we want to hit share and say,
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所以我们会按下分享键,然后说,
“你能相信他们说的吗?”
05:09
"Can you believe the thing
that they said?"
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05:12
And so outrage works really well
at getting attention,
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而这种愤怒真的特别容易获得注意力,
05:15
such that if Facebook had a choice
between showing you the outrage feed
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甚至于如果Facebook
可以在展示惹人愤怒的消息
05:19
and a calm newsfeed,
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和一般的消息之间进行选择的话,
他们会选择向你发布让你愤怒的消息,
05:22
they would want
to show you the outrage feed,
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不是因为刻意的原因,
05:24
not because someone
consciously chose that,
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05:26
but because that worked better
at getting your attention.
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只是那会更好的获得你的注意。
消息控制室不用对我们负责,
05:31
And the newsfeed control room
is not accountable to us.
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它只对最大化获得人们的注意力负责,
05:37
It's only accountable
to maximizing attention.
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05:39
It's also accountable,
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鉴于广告的商业模型,
05:40
because of the business model
of advertising,
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它也对可以花钱进入
控制室的人负责,他们可以要求说
05:43
for anybody who can pay the most
to actually walk into the control room
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05:46
and say, "That group over there,
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“那一组人,我想把
05:47
I want to schedule these thoughts
into their minds."
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这些东西灌输给他们。”
05:51
So you can target,
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所以你可以定位,
你可以准确定位到
05:54
you can precisely target a lie
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那些最易受到影响的人。
05:56
directly to the people
who are most susceptible.
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因为这有利可图,
所以只会变得越来越糟。
06:00
And because this is profitable,
it's only going to get worse.
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今天我在这里(跟大家讲)
06:05
So I'm here today
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是因为代价已经太高了。
06:08
because the costs are so obvious.
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06:12
I don't know a more urgent
problem than this,
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我不知道还有什么问题比这更紧急的,
06:14
because this problem
is underneath all other problems.
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因为这个问题隐藏在所有问题之中。
06:18
It's not just taking away our agency
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它并不仅仅是剥夺了我们的注意力
06:21
to spend our attention
and live the lives that we want,
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和选择生活方式的自主权,
06:25
it's changing the way
that we have our conversations,
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更是改变了我们进行交流的方式,
06:29
it's changing our democracy,
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改变了我们的民主意识,
改变了我们与他人交流,
06:31
and it's changing our ability
to have the conversations
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06:33
and relationships we want with each other.
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维系关系的能力。
这影响到了每个人,
06:37
And it affects everyone,
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06:38
because a billion people
have one of these in their pocket.
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因为亿万人的口袋里
都装着这个东西(手机)。
06:45
So how do we fix this?
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那么我们要如何解决这个问题呢?
我们需要对科技和社会
06:49
We need to make three radical changes
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做三个大胆的突破。
06:52
to technology and to our society.
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06:55
The first is we need to acknowledge
that we are persuadable.
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首先,我们需要承认我们可以被说服。
07:00
Once you start understanding
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一旦了解
我们是可以安排大脑去想一点其他事情,
07:02
that your mind can be scheduled
into having little thoughts
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或无计划地占用一些时间,
07:05
or little blocks of time
that you didn't choose,
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07:07
wouldn't we want to use that understanding
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我们难道不能利用这点认识
07:09
and protect against the way
that that happens?
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来改变现状吗?
07:12
I think we need to see ourselves
fundamentally in a new way.
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我认为我们需要
以全新的方式审视自己。
07:15
It's almost like a new period
of human history,
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就像是人类历史上的新篇章,
就像启蒙运动,
07:18
like the Enlightenment,
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但这是自省式的启蒙运动,
07:19
but almost a kind of
self-aware Enlightenment,
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07:21
that we can be persuaded,
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意识到我们可以被说服影响,
07:24
and there might be something
we want to protect.
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意识到有些东西需要我们去保护。
07:27
The second is we need new models
and accountability systems
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第二点是,我们需要新的
模型和责任系统,
以便让世界变得越来越好,
也越来越有影响力时——
07:32
so that as the world gets better
and more and more persuasive over time --
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07:35
because it's only going
to get more persuasive --
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也就是更能说服我们时——
07:37
that the people in those control rooms
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那些控制室里的人们
才会对我们负责,且行为对我们透明化。
07:39
are accountable and transparent
to what we want.
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道德说服只有当
07:42
The only form of ethical
persuasion that exists
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07:44
is when the goals of the persuader
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说服和被说服者的
07:46
are aligned with the goals
of the persuadee.
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目标一致时才存在。
07:49
And that involves questioning big things,
like the business model of advertising.
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这就涉及到对热门举措的怀疑,
比如广告的商业模型。
07:54
Lastly,
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最后,
07:56
we need a design renaissance,
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我们需要一次科技重塑,
因为一旦你开始了解人的这种本性,
07:59
because once you have
this view of human nature,
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你就可以控制上亿人的时间——
08:02
that you can steer the timelines
of a billion people --
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08:05
just imagine, there's people
who have some desire
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想象一下,有些人有这样的欲望,
08:07
about what they want to do
and what they want to be thinking
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他们想做什么,
他们想思考什么,
他们想感受什么,
他们想了解什么,
08:10
and what they want to be feeling
and how they want to be informed,
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而我们被吸引到这些不同的方向。
08:13
and we're all just tugged
into these other directions.
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数亿人会跟随着这些不同的方向。
08:16
And you have a billion people just tugged
into all these different directions.
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试想一下一个完整的科技复兴
08:20
Well, imagine an entire design renaissance
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08:22
that tried to orchestrate
the exact and most empowering
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将会指导我们准确有效的
08:25
time-well-spent way
for those timelines to happen.
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分配时间。
08:28
And that would involve two things:
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这包含两个方面:
一是防止我们把时间花在
08:30
one would be protecting
against the timelines
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08:32
that we don't want to be experiencing,
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在不想花的地方,
08:34
the thoughts that we
wouldn't want to be happening,
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阻止我们产生不想形成的想法,
08:36
so that when that ding happens,
not having the ding that sends us away;
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即便提示音响了,
我们也不会被牵着鼻子走;
二是让我们按照所期待的时间轨迹生活。
08:40
and the second would be empowering us
to live out the timeline that we want.
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08:43
So let me give you a concrete example.
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给你们举个实际的例子。
08:46
Today, let's say your friend
cancels dinner on you,
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今天,比如你的朋友
取消了和你共进晚餐,
08:48
and you are feeling a little bit lonely.
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你感到有些寂寞。
08:52
And so what do you do in that moment?
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这一刻你会做什么呢?
你打开了Facebook。
08:54
You open up Facebook.
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08:56
And in that moment,
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在那一刻,
08:58
the designers in the control room
want to schedule exactly one thing,
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控制室里的设计者要做一件事,
09:02
which is to maximize how much time
you spend on the screen.
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那就是要你盯着屏幕,时间越长越好。
09:06
Now, instead, imagine if those designers
created a different timeline
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现在想象一下,
如果设计者规划了另一条时间轴,
09:10
that was the easiest way,
using all of their data,
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利用他们所有的数据,
用最简单的方法
帮你约出你关心的人呢?
09:14
to actually help you get out
with the people that you care about?
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09:17
Just think, alleviating
all loneliness in society,
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试想如果消除社会中所有的孤单,
09:22
if that was the timeline that Facebook
wanted to make possible for people.
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才是Facebook想要为人们实现的理想。
或试想另一个对话。
09:26
Or imagine a different conversation.
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09:27
Let's say you wanted to post
something supercontroversial on Facebook,
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比方说你想要在Facebook上
发表备受争议的言论,
能这么做是很重要的,
09:31
which is a really important
thing to be able to do,
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谈论争议性话题。
09:33
to talk about controversial topics.
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现在有一个巨大的评论栏,
09:35
And right now, when there's
that big comment box,
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09:37
it's almost asking you,
what key do you want to type?
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它就像是在问你,
你想要输入什么东西?
换句话说,它设定了你将要
09:41
In other words, it's scheduling
a little timeline of things
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继续在屏幕上做的事情。
09:44
you're going to continue
to do on the screen.
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试想如果有另外一个提问框跳出来问你,
09:46
And imagine instead that there was
another button there saying,
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怎么花费时间最好?
09:49
what would be most
time well spent for you?
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你点击 “办个晚餐聚会”
09:51
And you click "host a dinner."
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09:52
And right there
underneath the item it said,
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紧接着下面有个选项问道,
09:54
"Who wants to RSVP for the dinner?"
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“谁想要去这个晚餐?”
09:56
And so you'd still have a conversation
about something controversial,
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虽然你仍想对
有争议性的话题进行讨论,
09:59
but you'd be having it in the most
empowering place on your timeline,
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但你的时间花在了最好的地方,
10:03
which would be at home that night
with a bunch of a friends over
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晚上在家里和一群朋友
10:06
to talk about it.
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讨论那个话题。
想象我们正在使用“查找并替代” 功能,
10:09
So imagine we're running, like,
a find and replace
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把所有那些正在促使我们
10:13
on all of the timelines
that are currently steering us
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10:15
towards more and more
screen time persuasively
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花越来越多的时间在屏幕上的事情,
用我们在生活中的真实意愿
10:19
and replacing all of those timelines
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10:21
with what do we want in our lives.
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来逐一替换掉。
10:26
It doesn't have to be this way.
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事情本不必如此复杂。
10:30
Instead of handicapping our attention,
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与阻碍我们的注意力相反,
10:32
imagine if we used all of this data
and all of this power
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试想如果我们利用所有这些数据和功能,
10:35
and this new view of human nature
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加上对人类本性的全新认识,
给我们以超人的能力来集中注意力,
10:37
to give us a superhuman ability to focus
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来关注我们应该关心的事,
10:40
and a superhuman ability to put
our attention to what we cared about
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来进行民主所需要的
10:44
and a superhuman ability
to have the conversations
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10:46
that we need to have for democracy.
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互动交流。
10:51
The most complex challenges in the world
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世界上最复杂的挑战
10:56
require not just us
to use our attention individually.
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要求我们不仅独立的运用我们的注意力,
11:00
They require us to use our attention
and coordinate it together.
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还要求我们同心协力。
11:04
Climate change is going to require
that a lot of people
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气候变化需要许多人
11:07
are being able
to coordinate their attention
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使用最有力的方式
11:09
in the most empowering way together.
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彼此协作。
11:11
And imagine creating
a superhuman ability to do that.
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试想创造出这种超人能力会是什么情景。
有时世界上最紧要,最关键的问题
11:19
Sometimes the world's
most pressing and important problems
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不是假象出来的未来事物。
11:24
are not these hypothetical future things
that we could create in the future.
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3840
11:28
Sometimes the most pressing problems
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有时最紧要的东西
恰恰是我们眼前的东西,
11:30
are the ones that are
right underneath our noses,
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11:32
the things that are already directing
a billion people's thoughts.
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3120
是已经影响了上亿人思想的东西。
11:36
And maybe instead of getting excited
about the new augmented reality
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3376
也许,与其对新兴的增强现实,
虚拟现实等炫酷玩物感到着迷,
11:40
and virtual reality
and these cool things that could happen,
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3296
11:43
which are going to be susceptible
to the same race for attention,
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3296
使得它们也会成为
注意力竞争中的一员,
11:46
if we could fix the race for attention
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2176
我们不如改进亿万人口袋里
11:48
on the thing that's already
in a billion people's pockets.
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2720
影响注意力的那个东西。
也许,我们与其对
11:52
Maybe instead of getting excited
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1576
11:53
about the most exciting
new cool fancy education apps,
241
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4176
新潮炫酷的教育软件感到兴奋,
11:57
we could fix the way
kids' minds are getting manipulated
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还不如想想如何拯救那些已被操纵,
12:00
into sending empty messages
back and forth.
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来回发送空洞消息的孩子们。
(掌声)
12:04
(Applause)
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12:08
Maybe instead of worrying
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也许,我们与其
12:09
about hypothetical future
runaway artificial intelligences
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3776
对假象的未来中的最大主角,
12:13
that are maximizing for one goal,
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人工智能感到担心,
12:16
we could solve the runaway
artificial intelligence
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不如解决当下就存在的
12:19
that already exists right now,
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人工智能问题,
12:21
which are these newsfeeds
maximizing for one thing.
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就是那些争夺注意力的新闻推送。
这就好比与其逃跑和殖民新的星球,
12:26
It's almost like instead of running away
to colonize new planets,
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12:29
we could fix the one
that we're already on.
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我们可以解决现在所在星球的问题。
(掌声)
12:32
(Applause)
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解决这个问题
12:40
Solving this problem
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12:41
is critical infrastructure
for solving every other problem.
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是解决其他问题的关键所在。
12:46
There's nothing in your life
or in our collective problems
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在你生命之中或是我们共同的问题中,
12:50
that does not require our ability
to put our attention where we care about.
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没有一件事不需要我们
把注意力放到我们关心的事情上去。
12:55
At the end of our lives,
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归根到底,在一生中,
12:58
all we have is our attention and our time.
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我们共同拥有的就是注意力和时间。
13:01
What will be time well spent for ours?
260
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时间会被我们自己充分利用吗?
13:03
Thank you.
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谢谢大家。
13:04
(Applause)
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(掌声)
13:17
Chris Anderson: Tristan, thank you.
Hey, stay up here a sec.
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克里斯•安德森:
Tristan,谢谢你,请留步。
13:20
First of all, thank you.
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首先,谢谢你。
我知道我们很晚才通知你要做这次演讲,
13:22
I know we asked you to do this talk
on pretty short notice,
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13:24
and you've had quite a stressful week
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这周准备这个演讲,
压力确实很大,再次谢谢你。
13:27
getting this thing together, so thank you.
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13:30
Some people listening might say,
what you complain about is addiction,
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有些听众可能会说,
你抱怨的不就是上瘾吗,
13:34
and all these people doing this stuff,
for them it's actually interesting.
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而对于真正这么做的人来说,
他们确确实实是觉得有趣的。
所有这些设计策划
13:38
All these design decisions
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使得用户获取了十分有趣的内容。
13:39
have built user content
that is fantastically interesting.
271
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3096
13:42
The world's more interesting
than it ever has been.
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2416
这个世界从未如此有意思过。
这有什么问题吗?
13:45
What's wrong with that?
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特里斯坦•哈里斯:
我认为这确实有趣。
13:46
Tristan Harris:
I think it's really interesting.
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换个角度思考一下
举个例子,还用YouTube,
13:48
One way to see this
is if you're just YouTube, for example,
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4016
13:52
you want to always show
the more interesting next video.
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2656
你总是想让下一个视频更有趣。
13:55
You want to get better and better
at suggesting that next video,
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3016
你想要在建议下一个视频
这件事上越做越好,
但即使你可以建议一个
13:58
but even if you could propose
the perfect next video
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所有人都想要观看的完美视频,
14:00
that everyone would want to watch,
279
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1656
其实只是在吸引人们
盯住屏幕这件事上越来越好。
14:02
it would just be better and better
at keeping you hooked on the screen.
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3336
所以这个等式缺失的是
14:05
So what's missing in that equation
281
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知道我们的极限在哪里。
14:07
is figuring out what
our boundaries would be.
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2136
比如,你想要让YouTube对
入睡这样的事儿有所了解。
14:09
You would want YouTube to know
something about, say, falling asleep.
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3216
Netflix的CEO最近说过,
14:12
The CEO of Netflix recently said,
284
852960
1616
“我们最大的对手是Facebook,
YouTube和睡眠。”
14:14
"our biggest competitors
are Facebook, YouTube and sleep."
285
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2736
14:17
And so what we need to recognize
is that the human architecture is limited
286
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4456
所以我们需要认识到
人体本身是有极限的,
14:21
and that we have certain boundaries
or dimensions of our lives
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在我们的生活中有某些界限或方面
14:24
that we want to be honored and respected,
288
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1976
是要得到尊重的,
14:26
and technology could help do that.
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而科技是可以帮助我们实现这些的。
14:28
(Applause)
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2616
(掌声)
14:31
CA: I mean, could you make the case
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CA:你是否可以说明一下
我们是不是对人性的认识太天真了?
14:33
that part of the problem here is that
we've got a naïve model of human nature?
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6056
从人类偏好来看,
这些东西是可以合理化的,
14:39
So much of this is justified
in terms of human preference,
293
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2736
14:41
where we've got these algorithms
that do an amazing job
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2616
我们有这些极其棒的算法
为人类的偏好优化上做着贡献,
14:44
of optimizing for human preference,
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但是,是什么偏好呢?
14:46
but which preference?
296
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14:47
There's the preferences
of things that we really care about
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3496
有我们确实关心的
偏好,
14:51
when we think about them
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1376
14:52
versus the preferences
of what we just instinctively click on.
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3056
也有我们只是下意识点击的偏好。
14:55
If we could implant that more nuanced
view of human nature in every design,
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4656
如果我们在每个设计中
多加一点对人类本性的关注,
这会不会是一种进步呢?
15:00
would that be a step forward?
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15:01
TH: Absolutely. I mean, I think right now
302
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1976
TH:那是肯定的。我认为现在
15:03
it's as if all of our technology
is basically only asking our lizard brain
303
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3496
科技基本上只是利用我们的下意识,
找到最好的方式让我们自然而然地
15:07
what's the best way
to just impulsively get you to do
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2496
15:09
the next tiniest thing with your time,
305
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2136
对微不足道的事上瘾,
15:11
instead of asking you in your life
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而不是问我们在生活中
15:13
what we would be most
time well spent for you?
307
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2176
时间要如何花费才最有意义。
15:15
What would be the perfect timeline
that might include something later,
308
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3296
什么才是完美的时间安排,
这可能包括后面的事情,
例如你利用在这儿的最后一天
参加TED,是很好的利用了时间吗?
15:19
would be time well spent for you
here at TED in your last day here?
309
919160
3176
CA:如果Facebook和Google
或任何一个人上来对我们说,
15:22
CA: So if Facebook and Google
and everyone said to us first up,
310
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2976
“嘿,你想要我们为你的思考进行优化,
15:25
"Hey, would you like us
to optimize for your reflective brain
311
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2896
15:28
or your lizard brain? You choose."
312
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1656
还是优化你的下意识?你来选择。”
15:29
TH: Right. That would be one way. Yes.
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TH:是的。这可能是个方法。
15:34
CA: You said persuadability,
that's an interesting word to me
314
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2858
CA:你说到可说服性,
对我来说这个词很有趣,
15:37
because to me there's
two different types of persuadability.
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因为在我看来有两种不同的可说服性。
有一种可说服性是我们现在正尝试的,
15:40
There's the persuadability
that we're trying right now
316
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2536
15:42
of reason and thinking
and making an argument,
317
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2176
关于推理,思考以及做出论证,
15:44
but I think you're almost
talking about a different kind,
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2696
但是我觉得你在谈论另一种,
更加内在的本能的一种可说服性,
15:47
a more visceral type of persuadability,
319
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1906
即在不经思考下就被说服了。
15:49
of being persuaded without
even knowing that you're thinking.
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2896
TH:是的。我十分关注
这个问题的原因是,
15:52
TH: Exactly. The reason
I care about this problem so much is
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2856
我曾在斯坦福的
说服性技术实验室学习,
15:55
I studied at a lab called
the Persuasive Technology Lab at Stanford
322
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3176
那里就是教学生这些技巧。
15:58
that taught [students how to recognize]
exactly these techniques.
323
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2546
那有专门的论坛和讨论会,
教授人们如何用隐蔽的方式
16:01
There's conferences and workshops
that teach people all these covert ways
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2990
来获得人们的注意力,
从而策划人们的生活。
16:04
of getting people's attention
and orchestrating people's lives.
325
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2976
正因为大部分人不知道它的存在,
16:07
And it's because most people
don't know that that exists
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2656
才使得这个演讲如此重要。
16:09
that this conversation is so important.
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1896
16:11
CA: Tristan, you and I, we both know
so many people from all these companies.
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3776
CA:Tristan,咱们都认识
许多来自这些公司的人。
16:15
There are actually many here in the room,
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1976
他们当中许多人也在这里,
16:17
and I don't know about you,
but my experience of them
330
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2477
我不知道你的想法,
但是就我的经验而言,
他们是心存善意的。
16:20
is that there is
no shortage of good intent.
331
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2075
大家都向往更美好的世界。
16:22
People want a better world.
332
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2176
16:24
They are actually -- they really want it.
333
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3520
他们确实是这样想的。
16:28
And I don't think anything you're saying
is that these are evil people.
334
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4176
我不认为你的意思是
这些人都是坏人。
16:32
It's a system where there's
these unintended consequences
335
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3696
只不过是这个系统产生了不经意的结果,
超出了我们的控制范围——
16:36
that have really got out of control --
336
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1856
TH:在争夺注意力
这件事儿上,没错儿。
16:38
TH: Of this race for attention.
337
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1496
当你要获得众人的注意力时,
便成了经典的厮杀,
16:39
It's the classic race to the bottom
when you have to get attention,
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而且特别激烈残忍。
16:42
and it's so tense.
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取得更多注意的唯一办法,
只有深入大脑,
16:44
The only way to get more
is to go lower on the brain stem,
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16:46
to go lower into outrage,
to go lower into emotion,
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深入愤怒,深入情感,
16:49
to go lower into the lizard brain.
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深入本性。
CA:感谢你帮助我们
对这个问题有了更深的认识。
16:51
CA: Well, thank you so much for helping us
all get a little bit wiser about this.
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16:54
Tristan Harris, thank you.
TH: Thank you very much.
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特里斯坦•哈里斯,谢谢你。
TH:非常感谢。
(掌声)
16:57
(Applause)
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