4.5.2 khub nrog cov haib

Koom tes yuav txo tau cov nqi thiab nce scale, tab sis nws muaj peev xwm hloov lub hom ntawm cov neeg, kev kho mob, thiab ua tau hais tias koj yuav siv tau.

Cov lwm txoj rau ua nws koj tus kheej yog koom nrog ib tug haib koom haum xws li ib lub tuam txhab, tsoom fwv, los yog NGO. Qhov kom zoo dua ua hauj lwm nrog ib tug khub yog hais tias lawv yuav pab kom koj khiav thwmsim hais tias koj cia li ua tsis tau los ntawm koj tus kheej. Piv txwv li, ib tug ntawm lub thwmsim hais tias kuv mam li qhia koj txog hauv qab no muab kev koom tes 61 lab cov neeg; tsis muaj ib tug neeg soj ntsuam yuav cuag uas teev. Nyob rau tib lub sij hawm uas koom tes tsub kom dab tsi koj yuav ua li cas, nws kuj, ib txhij, constrains koj. Piv txwv li, feem ntau cov tuam txhab uas muag yuav tsis cia koj khiav ib tug xyaum ua tej yam uas yuav ua mob lawv ua lag ua luam los yog lawv lub koob npe nrov. Ua hauj lwm nrog cov neeg koom tes txhais tau tias thaum nws los lub sij hawm mus rau luam tawm, tej zaum koj yuav tuaj nyob rau hauv siab rau "re-ncej" koj tau, thiab ib co neeg koom tes tej zaum yuav txawm sim los thaiv tus ntawv ntawm koj lub chaw ua hauj lwm yog hais tias nws ua rau lawv saib phem. Thaum kawg, koom kuj los nrog cov nqi hais txog kev tsim thiab kev tswj cov ua haujlwm uake.

Cov tub ntxhais kev sib tw uas yuav tsum tau daws ua cov koom tes muaj kev vam meej yog nrhiav ib txoj kev los sib npaug rau kev txaus siab ntawm ob tog, thiab ib tug pab tau txoj kev uas yuav xav txog tias tshuav yog Pasteur lub Quadrant (Stokes 1997) . Muaj ntau soj ntsuam ntawm xav hais tias yog hais tias lawv ua hauj lwm rau ib yam dab tsi uas ua tau-ib yam dab tsi uas tej zaum yuav ntawm kev txaus siab mus rau ib tug khub-ces lawv yuav tsis tau ua tiag tiag science. Qhov no mindset yuav ua kom nws nyuaj heev los tsim kev vam meej sib koom tes, thiab nws kuj tshwm sim rau yuav kiag li tsis ncaj ncees lawm. Qhov teeb meem nrog rau qhov no txoj kev xav yog wonderfully taw qhia los ntawm txoj kev rhuav kev tshawb fawb ntawm biologist Louis Pasteur. Thaum ua hauj lwm rau ib tug coj mus muag fermentation project yuav hloov beet kua txiv mus rau hauv dej cawv, Pasteur sab ib tug tshiab hauv chav kawm ntawv ntawm microorganism tias nws thiaj li coj mus rau lub kab ziag ntawm tus kab mob. Qhov no discovery solved ib tug tswv yim heev teeb meem-nws pab txhim kho cov txheej txheem ntawm fermentation-thiab nws ua rau ib tug loj scientific ntej. Yog li, es tsis xav txog kev tshawb fawb nrog cov tswv yim ntaub ntawv sau npe raws li nyob rau hauv tej teeb meem nrog yeej muaj tseeb kev tshawb fawb, nws yog zoo dua mus xav seb cov no ua cov nyias qhov ntev. Kev tshawb fawb yuav tsum mob siab los ntawm kev siv (los yog tsis) thiab kev tshawb fawb nrhiav yuav tsum muaj kev nkag siab (los yog tsis). Mob nyav, ib co kev tshawb fawb zoo li Pasteur's-yuav mob siab los ntawm kev siv thiab nrhiav kev yuav tsum muaj kev nkag siab (Daim duab 4.16). Kev tshawb fawb nyob rau hauv Pasteur lub Quadrant-kev tshawb fawb uas inherently nce qib ob lub hom phiaj-yog zoo tagnrho rau cov ua haujlwm uake ntawm kev soj ntsuam thiab cov neeg koom tes. Muab hais tias tom qab, kuv mam li piav qhia txog ob yam kev sim kev tshawb fawb uas koom tes: ib tug nrog ib lub tuam txhab thiab ib tug nrog ib NGO.

Daim duab 4,16: Pasteur lub Quadrant (raws li nyob rau hauv Daim duab 3.5 los ntawm Stokes (1997)). Es tsis xav ntawm kev tshawb fawb raws li yog yooj yim los yog muaj ntaub ntawv nws yog zoo dua mus xav seb kev tshawb fawb raws li kev mob siab los ntawm kev siv (los yog tsis) thiab nrhiav kev yuav tsum muaj kev nkag siab (los yog tsis). Ib qho piv txwv ntawm kev tshawb fawb uas ob yog kev mob siab los ntawm kev siv thiab nrhiav kev yuav tsum muaj kev nkag siab yog Pasteur tus ua hauj lwm rau converting beet kua txiv mus rau hauv dej cawv uas ua rau lub kab ziag ntawm tus kab mob. Qhov no yog qhov zoo ntawm kev ua hauj lwm uas zoo tshaj plaws haum rau kev sib koom tes nrog cov haib. Piv txwv ntawm kev ua hauj lwm kev mob siab los ntawm kev siv tab sis hais tias tsis nrhiav yuav tsum muaj kev nkag siab los ntawm Thomas Edison, thiab cov piv txwv ntawm kev ua hauj lwm uas tsis yog kev mob siab los ntawm kev siv tiam sis uas nrhiav kev nkag siab los ntawm Niels Bohr. Saib Stokes (1997) rau ib tug ntau sib tham ntawm no lub moj khaum thiab txhua tus ntawm no.

Daim duab 4,16: Pasteur lub Quadrant (raws li nyob rau hauv Daim duab 3.5 los ntawm Stokes (1997) ). Es tsis xav ntawm kev tshawb fawb raws li tog twg los "yooj yim" los yog "thov" nws yog zoo dua mus xav seb kev tshawb fawb raws li kev mob siab los ntawm kev siv (los yog tsis) thiab nrhiav kev yuav tsum muaj kev nkag siab (los yog tsis). Ib qho piv txwv ntawm kev tshawb fawb uas ob yog kev mob siab los ntawm kev siv thiab nrhiav kev yuav tsum muaj kev nkag siab yog Pasteur tus ua hauj lwm rau converting beet kua txiv mus rau hauv dej cawv uas ua rau lub kab ziag ntawm tus kab mob. Qhov no yog qhov zoo ntawm kev ua hauj lwm uas zoo tshaj plaws haum rau kev sib koom tes nrog cov haib. Piv txwv ntawm kev ua hauj lwm kev mob siab los ntawm kev siv tab sis hais tias tsis nrhiav yuav tsum muaj kev nkag siab los ntawm Thomas Edison, thiab cov piv txwv ntawm kev ua hauj lwm uas tsis yog kev mob siab los ntawm kev siv tiam sis uas nrhiav kev nkag siab los ntawm Niels Bohr. Saib Stokes (1997) rau ib tug ntau sib tham ntawm no lub moj khaum thiab txhua tus ntawm no.

Loj tuam txhab uas muag, tshwj xeeb yog tech tuam txhab uas muag, tau tsim incredibly sophisticated infrastructure rau khiav txoj kev. Nyob rau hauv lub tech kev lag luam, cov thwmsim yog feem ntau hu ua A / B xeem (vim hais tias lawv kuaj cov hauj lwm zoo ntawm ob kev kho mob: A thiab B). Cov thwmsim yog nquag khiav rau tej yam uas zoo li loj hlob nias-los ntawm cov nqi rau tawm, tiam sis tib txoj kev infrastructure kuj yuav siv tau rau kev tshawb fawb uas nce qib scientific to taub. Ib qho piv txwv uas qhia tias tej zaum tus uas qhov no zoo ntawm cov kev tshawb fawb yog ib txoj kev kawm ua los ntawm ib tug koom tes ntawm kev soj ntsuam ntawm Facebook thiab lub University of California, San Diego, nyob rau hauv los ntawm txawv lus rau neeg xaiv tsa turnout (Bond et al. 2012) .

Nyob rau lub kaum ib hlis 2, 2010-lub hnub ntawm lub US congressional kev xaiv tsa-tag nrho cov 61 lab Facebook cov neeg siv uas nyob rau hauv lub US thiab yog muaj 18 coj ib feem nyob rau hauv lub sim txog pov npav. Thaum mus xyuas Facebook, cov neeg siv tau across muab rau hauv ib tug ntawm peb pawg neeg, uas txiav txim yog dab tsi banner (yog tias muaj) twb muab tso rau hauv sab saum toj ntawm lawv Xov xwm pub (Daim duab 4.17):

  • ib tug pab pawg neeg tswj.
  • ib tug qhia cov lus hais txog xaiv nrog ib tug clickable "Kuv pom zoo" khawm thiab lub txee (info).
  • ib tug qhia cov lus hais txog xaiv nrog ib tug clickable "Kuv pom zoo" khawm thiab lub txee + npe thiab cov duab ntawm lawv cov phooj ywg uas twb clicked "Kuv pom zoo" (info + kev).

Daim ntawv cog lus thiab lug txhawb cov miv kawm ob lub ntsiab ua tau: qhia xaiv tus cwj pwm thiab tiag tiag pov ntawv xaiv tsa tus cwj pwm. Xub thawj, lawv nrhiav tau hais tias cov neeg nyob rau hauv lub info + kev pab pawg neeg hais txog 2 feem pua ​​ntsiab lus ntau dua cov neeg nyob rau hauv lub info pab pawg neeg mus nias "Kuv pom zoo" (txog 20% ​​vs 18%). Ntxiv mus, tom qab tus neeg tshawb fawb merged lawv cov ntaub ntawv nrog laj mej pej xeem muaj pov ntawv xaiv tsa cov ntaub ntawv rau txog li 6 lab cov neeg uas lawv pom hais tias cov neeg nyob rau hauv lub info + kev pab pawg neeg twb 0.39 feem pua ​​ntsiab lus ntau yuav ua tau pov ntawv xaiv tsa dua li cov neeg nyob rau hauv cov kev tswj kev mob thiab hais tias cov neeg nyob rau hauv lub info pab pawg neeg cia li raws li yuav mus pov npav li cov neeg nyob rau hauv cov kev tswj kev mob (Daim duab 4.17).

Daim duab 4.17: tau los ntawm ib tug get-tawm-tus-pov npav xyaum ua tej yam rau Facebook (daim ntawv cog lus li al. 2012). Koom nyob rau hauv lub info pab pawg neeg pom zoo ntawm cov nqi tib yam li cov neeg nyob rau hauv cov kev tswj kev mob, tab sis cov neeg nyob rau hauv lub info + kev pab pawg neeg pom zoo ntawm ib tug me ntsis ntau dua tus nqi. Tuav sawv cev kwv yees li 95% cog qoob loo Team sib. Tau nyob rau hauv lub teeb muaj xws li txog li 6 plhom koom rau uas soj ntsuam yuav phim rau pov ntawv xaiv tsa cov ntaub ntawv.

Daim duab 4.17: tau los ntawm ib tug get-tawm-tus-pov npav xyaum ua tej yam rau Facebook (Bond et al. 2012) . Koom nyob rau hauv lub info pab pawg neeg pom zoo ntawm cov nqi tib yam li cov neeg nyob rau hauv cov kev tswj kev mob, tab sis cov neeg nyob rau hauv lub info + kev pab pawg neeg pom zoo ntawm ib tug me ntsis ntau dua tus nqi. Tuav sawv cev kwv yees li 95% cog qoob loo Team sib. Tau nyob rau hauv lub teeb muaj xws li txog li 6 plhom koom rau uas soj ntsuam yuav phim rau pov ntawv xaiv tsa cov ntaub ntawv.

Qhov no xyaum ua tej yam qhia tau hais tias ib co hauv internet get-tawm-tus-pov ntawv tawm suab lus yog zoo tshaj dua li lwm leej lwm tus, thiab nws qhia tau hais tias soj ntsuam kwv yees ntawm cov hauj lwm zoo ntawm ib tug kev kho mob yuav yog nyob ntawm seb seb lawv kawm qhia los yog tiag tiag tus cwj pwm. Qhov no xyaum ua tej yam hmoov tsis tsis muaj tej peb hais txog cov mechanisms uas los ntawm lub social ntaub ntawv-uas ib txhia neeg tshawb fawb tau playfully hu ua ib tug "ntsej muag pawg" -increased pov npav. Nws yuav yog hais tias cov kev sib raug zoo cov lus qhia muaj zog qhov yuav tshwm tias ib tug neeg pom qhov banner los yog tias nws tau nce qhov yuav tshwm tias ib tug neeg uas pom tus banner tau pom zoo los yog ob qho tib si. Yog li, qhov no xyaum ua tej yam muaj ib qho kev nthuav nrhiav ntxiv soj ntsuam yuav yuav tshawb (saib xws li, Bakshy, Eckles, et al. (2012) ).

Nyob rau hauv tas li ntawd mus advancing lub hom phiaj ntawm kev soj ntsuam, qhov no xyaum ua tej yam kuj paub ntau tus lub hom phiaj ntawm tus khub lub koom haum (Facebook). Yog hais tias koj hloov tus cwj pwm kawm los ntawm voting mus yuav xab npum, ces koj yuav pom tau tias txoj kev tshawb no muaj lub caij nyoog tib cov qauv li ib tug xyaum ua tej yam los ntsuas cov nyhuv ntawm online tawm (saib xws li, Lewis and Rao (2015) ). Cov ad hauj lwm zoo cov kev tshawb fawb ntau ntsuas cov nyhuv ntawm raug online tawm-cov kev kho mob nyob rau hauv Bond et al. (2012) yog yeej tawm rau kev xaiv tsa nyob rau offline tus cwj pwm. Yog li, txoj kev tshawb no yuav ua Facebook tus muaj peev xwm mus kawm cov hauj lwm zoo ntawm online tawm thiab yuav pab Facebook hais tej zaum advertisers uas Facebook tawm yog zoo.

Txawm tias cov kev txaus siab ntawm cov kev soj ntsuam thiab cov neeg koom tes raug feem ntau raws li nyob rau hauv txoj kev tshawb no, lawv kuj yog cov nyob rau hauv nro. Nyob rau hauv kev, qhov qee ntawm cov neeg mus rau peb tej yam kev mob-control, info, thiab info + kev twb lawg hlob hlob imbalanced: 98% ntawm cov qauv raug txib mus info + kev. Qhov no imbalanced qee yog inefficient lus, thiab ib tug zoo npaum li cas nyiaj rau hauv lub soj ntsuam yuav muaj tau 1/3 ntawm cov neeg koom nyob rau hauv txhua pab pawg neeg. Tab sis, lub imbalanced qee tshwm sim vim hais tias Facebook xav txhua leej txhua tus kom tau txais cov info + kev kho mob. Qhov zoo ces, tus neeg tshawb fawb ntxias lawv los tuav rov qab 1% rau ib yam kev kho mob thiab 1% ntawm cov neeg rau ib tug pab pawg neeg tswj. Tsis muaj tus pab pawg neeg tswj nws yuav tau yeej tsis yooj yim sua los ntsuas cov nyhuv uas cov info + kev kho mob vim hais tias nws yuav tau ib tug "perturb thiab soj ntsuam" xyaum ua tej yam ntau dua li ib xaiv tswj xyaum ua tej yam. Qhov kev piv txwv muaj ib tug tseem ceeb tswv yim zaj lus qhia rau ua hauj lwm nrog cov neeg koom tes: tej zaum koj tsim ib qho kev xyaum ua tej yam los ntawm kev yaum ib tug neeg kom xa ib tug kev kho mob thiab tej zaum koj tsim ib qho kev xyaum ua tej yam los ntawm kev yaum ib tug neeg tsis tau xa ib tug kev kho mob (piv txwv, los ua ib tug pab pawg neeg tswj).

Partnership tsis yeej ib txwm yuav tsum koom nrog tech tuam txhab uas muag thiab A / B kev tshuaj ntsuam nrog lab ntawm cov neeg. Piv txwv li, Alexander Coppock, Andrew twv, thiab John Ternovski (2016) tau koom tes nrog ib tug tej NGO (League ntawm kev txuag cov neeg xaiv) khiav thwmsim xeem tswv yim sib txawv rau cov kev qhia kev mobilization. Cov soj ntsuam ntawm siv lub NGO lub Twitter account xa tawm cov pej xeem tweets thiab private direct lus uas sim prime ntau hom ntawm ib yam. Cov soj ntsuam ntawm ces ntsuas uas ntawm cov lus twb zoo tshaj rau txhawb cov neeg kos npe rau ib tsab ntawv foob thiab Retweet ntaub ntawv hais txog ib daim ntawv thov.

Rooj 4.3: Piv txwv ntawm kev tshawb fawb uas los ntawm kev koom tes ntawm kev soj ntsuam thiab cov koom haum. Nyob rau hauv tej rooj plaub, tus neeg tshawb fawb ua hauj lwm ntawm lub koom haum.
Topic citation
Nyhuv ntawm Facebook Xov xwm Pub cov ntaub ntawv sib koom Bakshy, Rosenn, et al. (2012)
Nyhuv ntawm ib nrab lawv rau tus cwj pwm rau hauv internet sib tam lub website Bapna et al. (2016)
Nyhuv ntawm Tsev Zog Reports rau hluav taws xob pab Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013)
Nyhuv ntawm app tsim rau kab kis Aral and Walker (2011)
Nyhuv ntawm kis tus kab mob mechanism rau diffusion Taylor, Bakshy, and Aral (2013)
Nyhuv ntawm kev sib raug ntaub ntawv nyob rau hauv cov xwm Bakshy, Eckles, et al. (2012)
Nyhuv ntawm catalog zaus rau cov muag khoom los ntawm catalog thiab online rau ntau hom kev cov neeg muas zaub Simester et al. (2009)
Nyhuv ntawm muaj koob meej cov lus qhia txog tej zaum txoj hauj lwm daim ntawv sau npe Gee (2015)
Nyhuv ntawm thawj zaug kev ntawm tej chaw Muchnik, Aral, and Taylor (2013)
Nyhuv ntawm cov lus ntsiab lus ntawm nom tswv mobilization Coppock, Guess, and Ternovski (2016)

Zuag qhia tag nrho, koom nrog cov haib enables rau koj khiav lag luam ntawm ib tug scale uas yog ib qho nyuaj rau ua lwm yam, thiab rooj 4.3 muab lwm yam piv txwv ntawm kev sib koom tes ntawm kev soj ntsuam thiab cov koom haum. Koom tes yuav ua tau yooj yim npaum li lub tsev koj tus kheej xyaum ua tej yam. Tab sis, cov zoo tuaj nrog disadvantages: kev sib koom tes yuav txo tau cov hom ntawm cov neeg, kev kho mob, thiab tau hais tias koj yuav kawm. Ntxiv mus, cov kev sib koom tes yuav ua tau kom raug cai txoj kev sib tw. Qhov zoo tshaj plaws txoj kev uas yuav hnov ​​ib lub sij hawm rau ib tug sib koom tes yog pom ib tug tiag tiag teeb meem uas koj muaj peev xwm daws tau thaum koj ua interesting science. Yog hais tias koj tsis siv rau qhov no txoj kev ntawm saib lub ntiaj teb no, nws yuav ua tau ib qho nyuaj rau tej teeb meem nyob rau hauv Pasteur lub Quadrant, tab sis, nrog kev xyaum, koj mam li pib mus pom lawv ntau thiab ntau.