4.6.2 Whakakapia, Whakapaingia, ka Whakaititia

Hanga atu ngākau koutou whakamātau mā te whakakapi ngā ki rangahau kore-whakamātau, te whakamahine i te maimoatanga, me te whakaiti i te maha o ngā kaiuru.

Te wahi tuarua o te tohutohu e hiahia ana ahau ki te whakahere e pā ana ki te hoahoa ngā mamati mo matatika. Ka rite ki te whakamātautau Restivo me van de Rijt runga barnstars i roto i ngā whakaaturanga Wikipedia, heke utu te tikanga e ka riro matatika hei wahi nui nui o te hoahoa rangahau. I tua atu ki te anga matatika ārahi rangahau kaupapa tangata e ka whakaahua ahau i roto i te Pene 6, kairangahau hoahoa ngā mamati taea hoki te utu i runga i ngā whakaaro matatika i te puna rerekē: te mau parau tumu matatika whakawhanakehia hei ārahi i ngā whai wāhi mai kararehe. I roto i ngā, i roto i to ratou mau Parau Tumu rohe pukapuka o Technique whakamātautau Humane, Russell and Burch (1959) fokotu'u e toru parau tumu e kia ārahi rangahau kararehe: Whakakapia, Whakapaingia, ka Whakaititia. Te hinaaro nei e ahau ki te whakaaro e taea hoki te whakamahi-i roto i enei R o e toru he paku whakarerekētia puka-ki ārahi i te hoahoa o ngā tangata. I roto i ngā,

• Whakakapi: Whakakapia ngā ki ngā tikanga iti urutomo ki te taea
• Whakamahine: whakamahine i te maimoatanga ki te hanga i taua mea rite te mahaki taea
• Whakaititia: Whakaititia te maha o ngā kaiuru i roto i to koutou whakamātautau nui taea

I roto i te tikanga ki te hanga raima toru enei R o me whakaatu pehea e taea pea ratou arahi ki hoahoa whakamātau pai me te ake ngākau, ka whakaahua ahau he whakamātau mara ipurangi i hangaia tautohetohe matatika. Na ka whakaahua ahau pehea te R o toru fokotu'u huringa raima, me te mahi ki te hoahoa o te whakamātau.

Ko tētahi o nga ngā mara mamati tino matatika tautohetohe ko "contagion aronganui," i whakahaere e Arama Kramer, Jamie Gillroy, ko Jeffrey Hancock (2014) . ka mau te wahi i te whakamātau i runga i Facebook, a ue'i e te ranunga o ngā pātai pūtaiao, me te mahi. I te wa, ko te Feed News, he huinga algorithmically tiakina o whakahōunga mana Facebook i hoa Facebook o te kaiwhakamahi te ara tino i haaraa kaiwhakamahi ki Facebook. whakaaro ētahi fakaangá o Facebook i e no te Feed News e te nuinga pai pou-hoa whakaatu atu ratou hou rōpū-reira i taea e meinga kaiwhakamahi ki te ite pouri no te mea mea to ratou oraraa iti whakaongaonga i roto i te whakarite. I te tahi atu te ringa, pea ko rite te ritenga atu te pānga; pea te kitenga koutou hoa he wa pai e hanga ite koe fiefia? I roto i te tikanga ki te whakatutuki i ēnei whakataetae whakapae-a ki te kōkiri i to tatou māramatanga o te pehea e pānga kare o te tangata i ona hoa 'kare-Kramer oma me hoa te whakamātau. whakanohoia nga kairangahau e pā ana ki 700,000 kaiwhakamahi ki e wha ngā rōpū mō te kotahi wiki: he "pöuri iti" rōpū, hoki nei pou ki nga kupu kino (hei tauira, pouri) i matapōkeretia i āraia i putanga i te Feed News; he "mauritau iti" rōpū mō nei pou ki nga kupu pai (hei tauira, hari) i āraia matapōkeretia; me ngā rōpū mana rua. I roto i te rōpū mana mo te "pöuri iti" rōpū, i matapōkeretia āraia pou i te auau taua rite te "pöuri iti" rōpū engari kahore whakaaro ki te ihirangi aronganui. hangaia te rōpū mana mo te "mauritau iti" rōpū i roto i te ahua whakarara. faahoho'a te hoahoa o tenei whakamātau e kore ko nga wa katoa te rōpū mana e tika ana tetahi ki kahore huringa. Engari, i ētahi wā e tango te rōpū mana he maimoatanga i roto i te tikanga ki te hanga i te faaauraa pū e titau te pātai rangahau. I roto i te wā katoa, nga pou i āraia i te Feed News tonu e wātea ana ki ngā kaiwhakamahi i roto i te tahi atu wahi o te paetukutuku Facebook.

kitea Kramer me hoa e hoki heke piahi i roto i te mauritau huru, heke te ōrau o ngā kupu pai i roto i to ratou whakahōunga mana, a nui haere te ōrau o kupu kino. I te tahi atu te ringa, mo kaiuru i roto i te pöuri iti huru, nui haere te ōrau o kupu pai a heke te ōrau o kupu kino (Figure 4.23). Heoi, i tino iti enei pānga: te rerekētanga i roto i te pai, me te kino kupu i waenganui i maimoatanga me ngā mana ko e pā ana ki 1 i roto i te 1,000 kupu.

Whakaahua 4.23: Taunakitanga o contagion aronganui (Kramer, Guillory, and Hancock 2014) . Te ōrau o ngā kupu pai me nga kupu kino i te huru whakamātautau. Pae fakatā tata hapa paerewa.

kua hoatu e ahau he kōrero o te āhuatanga pūtaiao o tenei whakamātau i roto i te wāhanga pānui atu i te mutunga o te pene, engari kāore, he tino mohio hoki te whakaputa tautohetohe matatika tenei whakamātau. Just ra i muri i whakaputaina i tenei pepa i roto i Nga mahi o te National Academy o Sciences, i reira ko te karanga nui i rua kairangahau me te pēhi i. Poauau a tawhio noa te pepa e hāngai ana ki e rua ngā matua: 1) kihai i kaiuru whakarato tetahi whakaae tera taha o te ngā-o-mahi Facebook paerewa mō te maimoatanga e ai meinga etahi whakaaro kino ki ngā kaiuru, me te 2) kahore te ako i pehia tuatoru-rōpū matatika arotake (Grimmelmann 2015) . Meinga nga pātai matatika whakaarahia i roto i tenei tautohe i te hautaka ki te whakaputa hohoro i te "faaiteraa ētita o te āwangawanga" onge e pā ana ki te matatika me te tukanga arotake matatika mō te rangahau (Verma 2014) . I roto i nga tau o muri mai, kua tonu te whakamātautau ki te waiho i te puna o te tautohetohe kaha, me te tautohe, a kia kua i tenei tautohenga te pānga kāore i o peia ki te atarangi maha atu ngā e kei te whakamana e te kamupene (Meyer 2014) .

Homai e whakamārama e pā ana ki contagion aronganui, e rite ahau inaianei ki te whakaatu e te 3 R o e taea whakaaro raima, whakapai ake mahi hoki rangahau tūturu (mea katoa fakafo'ituitui ai koutou whakaaro e pā ana ki te matatika o tenei whakamātau ngā). Ko te R tuatahi ko Whakakapi: kia rapu kairangahau ki te whakakapi ngā ki tikanga iti urutomo me te meá, ki te taea. Hei tauira, nui atu i te rere i te whakamātau, te kairangahau taea kua whakamahia he whakamātau tūturu. Ka rite ki whakaahuatia i roto i te Chapter 2, ngā taiao he āhuatanga i reira te tahi mea tupu i roto i te ao e tata ki te ohipa matapōkere o maimoatanga (hei tauira, he rota ki whakatau ko wai ka tuhia ki te hōia). Te painga o te whakamātau maori ko e kore e te kairangahau i ki te whakaora maimoatanga; te taiao e e mo koutou. I roto i te mau parau te tahi atu, ki te whakamātautau tūturu, ngā kairangahau e kore i hiahiatia ki te rāwekeweke experimentally o te iwi News Feeds.

I roto i te meka, tata tahitia ki te whakamātautau contagion aronganui, Coviello et al. (2014) i te Maori te aha i taea te huaina he contagion whakamātau tūturu aronganui. Ratou huarahi, e whakamahi ana i te tikanga i huaina taurangi mauhaa, he faingataa he wahi ki te kore kua kite koutou i te reira i mua. Na, i roto i te tikanga ki te whakamārama he aha i hiahiatia reira, kia hanga a ake ki reira. Ko te whakaaro tuatahi kia whai tahi mau kairangahau ki te ako contagion aronganui e waiho ki te whakarite koutou pou i runga i nga ra i noho ai te rawa pai ki o koutou pou i runga i nga ra koutou Feed News wahi ko te tino kino koutou Feed News. e tenei huarahi pai ki te ko noa te whāinga ki te matapae i te ihirangi aronganui o koutou pou, engari he raruraru tenei huarahi, ki te te whāinga ko ki ako i te pānga causal o koutou Feed News i runga i o koutou pou. Ki te kite i te raruraru ki tenei hoahoa, whakaaro Thanksgiving. I roto i te US, titi pou pai, me te paramu pou kino i runga i Thanksgiving. Ko te kupu, i runga i Thanksgiving, kairangahau i ahei te kite i te tino pai to koutou Feed News me e whakairi koe nga mea pai rite pai. Ko, koutou pou pai taea kua meinga e Thanksgiving kore e te ihirangi o to koutou Feed News. Engari, i roto i te tikanga ki te whakatau tata i te causal Me pānga kairangahau te tahi mea e taui te ihirangi o koutou Feed News kahore te huri tika koutou kare. Aua'e, i reira he tahi mea rite taua tupu te wa katoa: ko te rangi.

kitea Coviello me hoa e ka he ra ua i roto i te pa o te tangata, i runga i toharite, whakaiti i te rahi o te pou e te hunga pai e pā ana ki 1 wāhi ōrau me te whakapiki ake i te rahi o te pou e te hunga kino e pā ana ki 1 ira ōrau. Na, nana Coviello me hoa tenei meka ki te ako contagion aronganui waho te hiahia ki experimentally rāwekeweke Feed News o tetahi. I roto i te ngako te mea ta ratou he mehua pehea i pānga o koutou pou i te rangi i roto i te pa te wahi o koutou hoa ora. Kia kite he aha tenei hanga tikanga, whakaaro e ora koe i roto i New York City a koe he hoa e ora i roto i Seattle. Na whakaaro e tetahi ra tīmata te reira ua, i roto i Seattle. Tenei ua i roto i te Seattle kore e pā hāngai koutou huru, engari ka meinga te reira koutou Feed News ki kia iti pai, me te ake kino no o pou o tou hoa. Ko te kupu, te ua i roto i Seattle matapōkeretia manipulates koutou Feed News. Tahuri tenei pūmanawa ki te tukanga tauanga pono faingataa te (me te huarahi tangohia whakamahia e Coviello me hoa ko te paerewa-kore bit) na kua hoatu e ahau he matapaki atu taipitopito i roto i te wāhanga pānui atu. Te mea tino nui ki te mahara e pā ana ki Coviello me huarahi o hoa he e whakahohea te reira ia ratou ki te ako contagion aronganui waho te hiahia ki te whakahaere i te whakamātau pea taea e kino piahi, a kia waiho te take e i roto i te maha atu tautuhinga ka taea e koe te whakakapi ngā ki ētahi atu tikanga.

Tuarua i roto i nga Ture e 3 ko Whakapaingia: kia rapu kairangahau ki te whakamahine o ratou maimoatanga i roto i te tikanga ki te meinga i te kino iti taea. Hei tauira, kaua ki te ārai ihirangi e ko rānei pai kino ranei, nga kairangahau taea kua putanga ihirangi i te pai kino ranei. Tenei hoahoa boosting e kua puta ke te ihirangi aronganui o ngā kaiuru News Whāngai, engari e kua whakatutukihia e te reira tetahi o te āwangawanga i faaite fakaanga: e taea nga ngā kua meinga kaiuru ki te mahue mōhiohio nui i roto i to ratou Feed News. Ki te hoahoa whakamahia e Kramer me hoa, he karere e he nui ko rite pea ki te kia āraia rite tetahi kahore he e. Heoi, ki te hoahoa boosting, e riro i te karere e pai kia ngā hunga e te hunga iti faufaa.

I te pae hopea, te toru o nga R he Whakaititia: kia rapu kairangahau ki te whakaiti i te maha o ngā kaiuru i roto i to ratou whakamātautau, ki te taea. I roto i te mua, tupu tenei whakaiti fakanatula no te mea he tiketike te utu tāupe o ngā tairitenga, i whakatenatena rangahau ki te arotau ratou hoahoa me te tātari. Heoi, i te mea kore raraunga utu tāupe, kairangahau e kore fehangahangai i te herenga utu ki runga ki te rahi o to ratou whakamātau, me tenei kua te pūmanawa ki te arahi ki ngā faufaa ore nui.

Hei tauira, i taea kua whakamahia Kramer me hoa kōrero mua maimoatanga-e pā ana ki o ratou kaiuru-pērā i mua maimoatanga-posting whanonga-ki kia tōtika ake ratou tātaritanga. More āta, nui atu i te whakatairite i te rahi o nga kupu pai i roto i te tikanga maimoatanga me te mana, i taea kua whakaritea Kramer me hoa te huringa i roto i te ōwehenga o ngā kupu pai i waenganui i ngā āhuatanga; pinepine i huaina he huarahi rerekētanga-i roto i-rerekētanga, me te āta te nei e pā ana ki te hoahoa whakauru i whakaahuatia mua ahau i roto i te pene (Whakaahua 4.5). E te, mo ia kaiuru, i taea kua hanga nga kairangahau i te tapeke huringa (whanonga pou-maimoatanga - whanonga mua maimoatanga-) me ka whakaritea nga tatau huringa o ngā kaiuru i roto i nga tikanga maimoatanga me te mana. Ko te kupu tenei huarahi rerekētanga-i roto i-rerekētanga tōtika atu tauanga, e te tikanga e taea kairangahau whakatutuki te taua māia tauanga mā te whakamahi i ngā tauira nui iti. I roto i te mau parau te tahi atu, e kore rongoā ngā kaiuru rite "widget", kairangahau e taea maha tiki tata atu pau.

Kahore he he i te raraunga raw ko reira uaua ki te mohio rite tera noa ake pai e kua he huarahi rerekētanga-i roto i-rerekētanga i roto i tenei take. Ko, Deng et al. (2013) korerotia i kaha ki te whakaiti i te rerekētanga o ratou tata e pā ana ki te 50% e ratou i roto i te toru ngā ipurangi i runga i te search engine Bing, a kua korerotia hua rite mo etahi ngā ipurangi i Netflix (Xie and Aurisset 2016) . tikanga o tēnei 50% whakaiti whawhai i kua ai kua te kairangahau contagion aronganui taea ki te tapahia ratou tauira i roto i te hawhe ki te i whakamahia ratou he tikanga tātari paku rerekē. I roto i te mau parau te tahi atu, ki te huringa iti i roto i te tātari, 350,000 te iwi kia kua tohungia whai wāhi i roto i te whakamātautau.

I tēnei wā ai koe kia miharo aha kia tiaki kairangahau ki te he 350,000 te iwi i roto i te contagion aronganui faufaa ore. E rua ngā āhuatanga o te contagion aronganui e hanga āwangawanga ki te rahi nui e tika ana, a kua ngā enei āhuatanga e maha ngā mara mamati: 1) ki reira he papu ore e pā ana ki ka meinga ranei te whakamātau kino ki te iti rawa te tahi mau piahi, a 2) e kore ko te whai wāhitanga tūao. I roto i ngā ki enei āhuatanga e rua te tika ki te pupuri i nga ngā rite iti rite taea.

I roto i te whakamutunga, i te toru R's-Whakakapia, Tahia, a whakaiti-whakarato ngā mātāpono e nehenehe e tauturu kairangahau hanga matatika ki o ratou whakaaro whakamātautau. O te akoranga, ia o enei huringa taea ki te contagion aronganui whakamōhio hokohoko-whiringa. Hei tauira, e kore he taunakitanga i ngā taiao tonu rite ma rite taunakitanga i ngā randomized me boosting kia kua atu logistically uaua ki te whakatinana i atu poraka. Na, kihai i te whakaaro o whakaaro i enei huringa ki te tuarua-imi i te mau faaotiraa o te tahi atu kairangahau. Engari, ko reira ki te whakaatu pehea taea te tono i te toru R o roto i te āhuatanga tūturu.