6.2.1 Contagion Emotional

700.000 abasebenzisi Facebook bafakwa ukuhlola okungenzeka ukuthi okushintshiwe imizwelo yabo. Abahlanganyeli akazange anike imvume kanye nesifundo sasingekho isidingo sokulalela third-party zokwengamela zokuziphatha.

Ngoba isonto elilodwa ngo-January ka-2012, cishe 700.000 abasebenzisi Facebook zafakwa UCWANINGO ukutadisha esithathelwanayo ngokomzwelo, ngezinga elingakanani imizwa komuntu basuke uthintwe imizwelo abantu basebenzisane. Ngiye okuxoxwe lesi silingo eSahlukweni 4, kodwa mina ngizobe ulibuyekeze futhi manje. Abahlanganyeli in the Emotional Contagion experiment bafakwa amaqembu amane: a "engemihle sinciphile" iqembu, elingafunwa izikhala ngamazwi negative (isib, sad) base nemiyalezo ivinjiwe avele Okuphakelayo News; a "unethemba sinciphile" iqembu engibathandayo izikhala ngamazwi emihle (isib, happy) base beneziteshi ngezikhathi vinjwa; namaqembu amabili control. In the control for the "engemihle sinciphile" iqembu, okuythunyelwe ngezikhathi ivinjiwe ngesilinganiso esifanayo njengoba "engemihle sinciphile" iqembu kodwa ngaphandle kwekubuka okuqukethwe ngokomzwelo. Leli qembu control for the "unethemba sinciphile" iqembu kwakhiwa a fashion parallel. Abacwaningi bathola ukuthi abantu isimo unethemba-ziyancipha esetshenziswa ngamazwi athe okumbalwa omuhle futhi ngamazwi athe idumela, isihlobo isimo control. Ngokufanayo, bafumana ukuthi abantu isimo engemihle-ziyancipha esetshenziswa ngamazwi athe okwakhayo amazwi engakhi kancane okumbalwa. Ngakho, abacwaningi bathola ubufakazi bokuthi esithathelwanayo ngokomzwelo (Kramer, Guillory, and Hancock 2014) ; ukuze uthole ingxoxo egcwele yalezi design kanye imiphumela ukuhlola bheka iSahluko 4.

Ngemva kwezinsuku ezimbalwa le iphepha yanyatheliswa kuyi ekuqhubeni National Academy of Sciences, kwakukhona ukukhala ezinkulukazi esusela abacwaningi kanye nabezindaba. Uvusa emhlabeni iphepha egxile amaphuzu amabili ayinhloko: 1) abahlanganyeli awunikelanga imvume ngaphesheya standard Facebook imigomo-of-service kanye 2) nesifundo wayengazange ngihlinzwe third-party ethical review (Grimmelmann 2015) . Imibuzo zesimilo okuxoxwa ngazo kulesi mpikiswano kuso zabangela ukuba umagazini ngokushesha ukushicilela ezingavamile "Inkulumo isihloko ukukhathazeka" mayelana nendlela yokuziphatha kanye ethical review inqubo yocwaningo (Verma 2014) . Eminyakeni eyalandela, lesi silingo uye waqhubeka uyimbangela yempikiswano okukhulu nokungezwani, futhi kungenzeka ukugxekwa yomzamo wawusiza ongahlosiwe ukushayela lolu hlobo of ucwaningo ithunzi (Meyer 2014) . Yilokho, abanye bathi izinkampani akuzange kubayekise egijima lezi izinhlobo zocwaningo, baye simane bayeka ngabo emphakathini. Le mpikiswano kungase kudingeke futhi iholele ngokudalwa inqubo yokubuyekeza i sokuziphatha ucwaningo at Facebook (Hernandez and Seetharaman 2016; Jackman and Kanerva 2016) .