Bit By Bit - liteko matha - 4.5.2 Khothatsang Bao re Sebetsang le ea matla
Thekgago ka fokotsa ditjeo le eketsa tekanyo e, empa ho ka fetola mefuta ea barupeluoa, mekhoa ea phekolo, 'me diphetho hore u ka e sebelisang.
The mefuta e meng ho etsa u ithata e thekgago le mokhatlo oa e matla hakaakang kang k'hamphani, puso, kapa NGO. Ka ba molemo ho sebetsa le mekhatlo ea selekane e se hore ba ka u thusa hore u matha liteko eo u sa tsoa ke ke a etsa u le mong. Ka mohlala, e mong oa liteko tseo ke tla u bolella hoo e ka bang ka tlaase ho bophahamo amehang baa barupeluoa 61 limilione tse; ha ho eo e leng mofuputsi motho ka mong ka li finyellang e le hore ka kakaretso. Ka nako e tšoanang hore thekgago eketsa seo u ka se etsang, seo se boetse se, ka nako, constrains uena. Ka mohlala, lik'hamphani tse fetisisa ke ke a lumella hore u ho matha e teko e neng e ka lematsa khoebo ea bona kapa botumo ba bona. Ho sebetsa le balekane ba boetse se bolela hore ha ho tluoa tabeng nako ea ho phatlalatsa, u ka 'na tlas'a khatello ea ho "botjha foreimi" diphetho tsa hao,' me ba bang balekane ba ka ba ua leka ho thibela hore ho hatisoe mosebetsi oa hao haeba e etsa hore ba batle sebe. Qetellong, thekgago boetse fihla le ditjeo tse amanang le ho ntshetsa pele le ho lula re collaborations tsena.
Mesebetsi ea mantlha phephetso e matla e lokela ho rarolloa ho etsa bolekane tsena atlehileng e fumana tsela ea ho leka-lekanya pele lithahasello tsa ka bobeli, 'me tsela e molemo ho nahana ka ho leka-lekana e Pasteur oa Quadrant (Stokes 1997) . Bafuputsi ba bangata ba nahana hore haeba ba sebetsa ka ntho e 'ngoe e sebetsang-e leng ntho e ka' nang ba lokela ho thahasella molekane-joale ba ke keng ba etsa saense ea bitsoang sebele. mindset Sena se tla etsa hore ho le thata haholo ho theha bolekane atleha, 'me e boetse e etsahalang ka ba phoso ho feletseng. The bothata ba ho ka tsela ena ea ho nahana e hlollang bontšoa ke tsela e-tlōla etsa lipatlisiso tsa setsebi sa baeloji Louis Pasteur. Ha a ntse a sebetsa e le likhoele tsa khoebo belisoa morero ho jara sokolla lero beet ho kena joala, Pasteur fumana sehlopha sa lecha la ho kokoana-hloko e le hore qetellong se ile sa etsa hore ho be le khopolo kokoana-hloko ea lefu lena. sibolloa ena rarolla le bothata-it molemo haholo ho thusa ho ntlafatsa tshebetso ya ho belisoa-'me etsa hore motho a esale pele ka sehloohong tsa saense. Kahoo, ho e-na ho nahana ka ho etsa lipatlisiso le dikopo tse sebetsang e le hohlana le ho etsa lipatlisiso 'nete ea saense, ho molemo ho nahana ka hore batho bana ba litekanyo tse peli tse fapaneng. Research ka susumetsoa ke ho tshebediso (kapa che) le ho etsa lipatlisiso ka batla kutloisiso ea motheo (kapa che). Nyatsa-nyatsa, ba bang Pasteur's-ho ka etsa lipatlisiso-joaloka ho susumetsoa ka ho sebelisa le ho batla kutloisiso ea motheo (Figure 4.16). Phuputso e ileng Pasteur oa Quadrant-lipatlisiso tseo tlhaho tsoelo-pele le lipakane tse peli-ke loketseng bakeng sa ho collaborations pakeng tsa bafuputsi 'me ke balekane. Fuoa hore semelo, ke tla hlalosa lithuto tsa 'meli etsa liteko le bolekane: e mong le k'hamphani e' me e mong le e NGO.
Figure 4,16: Quadrant Pasteur oa (thehiloeng feiga 3.5 ho tloha Stokes (1997) ). Ho e-na nahana ka ho etsa lipatlisiso e le linyehelo "tsa motheo" kapa "etsa kōpo 'ho ke ke molemo ho nahana ka ho etsa lipatlisiso joalokaha susumetsoa ke tshebediso (kapa che) le ho batla kutloisiso ea motheo (kapa che). Ka mohlala oa phuputso eo ka bobeli e susumetsoang ke tshebediso le batla kutloisiso ea motheo ke mosebetsi Pasteur oa hae mabapi le ho fetola lero beet ho kena lino tse tahang e leng lebisa khopolo kokoana-hloko ea lefu lena. Sena ke ba mofuta ofe mosebetsi oo ke molemo ka ho fetisisa a tsoaneleha bakeng sa bolekane le matla. Mehlala ea mosebetsi susumetsoa ke tshebediso empa seo ha se batla kutloisiso ea motheo tsoa Thomas Edison, 'me mehlala ea mosebetsi oo e sa susumetsoa ke tshebediso empa eo batla kutloisiso ea tsoa Niels Bohr. Sheba Stokes (1997) bakeng sa puisano eketsehileng ka botlalo moralo oa ts'ebetso ena 'me e mong le e linyeoeng tsena.
lik'hamphani tse khōlō, haholo-holo theknoloji lik'hamphani li qapa le mafaratlhatlha Hoa makatsa hore ebe e tsoetseng pele bakeng sa matha liteko tse rarahaneng. Ho indasteri e theknoloji liteko tsena hangata li bitsoa A ua ngola litlhahlobo / B (hobane ba leke ho atleha ha liphekolo tse peli: A le B). Liteko tsena li atisa ho matha ka lintho joaloka eketseha ditefello tobetsa-tsoela pele lipapatso, empa e le 'ngoe le mafaratlhatlha etsa liteko ka boela ho sebediswa bakeng sa diphuputso tse tsoelo-pele kutloisiso ea saense. Mohlala hore e bontša bokhoni ba mofuta ona ho etsa lipatlisiso e le thuto ea khanna ke tshebedisano mahareng bafuputsi nakong Facebook Univesithi ea California, San Diego, ka liphello tsa melaetsa fapaneng turnout motlhophi (Bond et al. 2012) .
Ka la 2 November, 2010-letsatsi la US congressional likhethong-bao kaofela e 61 limilione tse Facebook basebedisi ba phelang ka US le tse fetang 18 o ile a nka karolo mo teko mabapi vouta. Holim 'a etela Facebook, basebedisi ba ne ba ka lootho abeloa ho o mong oa lihlopha tse tharo, e leng ikemiselitse seo banner banner banner (haeba e le teng) e ile behoa ka holimo a News bona Feed (Figure 4.17):
molaetsa informational mabapi kgetha le clickable e "Ke kgethilego" konopo 'me e stats (Info).
molaetsa informational mabapi kgetha nang le clickable "Ke kgethilego" konopo 'me e stats + mabitso le litšoantšo tsa metsoalle ea bona ea neng a se tlanya "Ke kgethilego" (Info + tsa phedisano).
Bond le basebetsi-'moho ithuta diphetho tse peli tse khōlō: e ile ea tlaleha ka kgetha boitshwaro le ho vouta boitshwaro ja sebele. Taba ea pele, ba ile ba fumana hore batho ba ka Info + tsa phedisano sehlopha se ne ho ka etsahala ho feta batho ba sehlopha se Info ho tobetsa ka bang 2 peresente lintlha "Ke kgethilego" (hoo e ka bang 20% ​​vs. 18%). Ho ekelletsa moo, ka mor'a hore bafuputsi di ne tsa kopanngwa ya data bona le direkoto tsa fumaneha phatlalatsa vouta bakeng sa batho ba ka bang limilione tse 6 ba ile ba fumana hore batho ba ka Info + sehlopha se tsoang sechabeng ne 0,39 lintlha peresente ho ka etsahala hore ha e le hantle ba kgetha ho feta batho boemong ba ho laola le hore batho ba sehlopha se Info feela joalokaha ho ka etsahala hore ba kgetha feela joaloka batho boemong ba ho laola (Figure 4.17).
Figure 4,17: Results ho tswa ho re fumanela-tsoa-the-voute teko on Facebook (Bond et al. 2012) . Barupeluoa leng sehlopheng Info kgethilego ka tekanyo e tšoanang le batho ba boemong bo taolo, empa batho ba Info + sehlopha se tsoang sechabeng kgethilego ka lebelo hanyenyane e phahameng. Bars emela hakanngoa 95% dikgao kholiseho. Ho fella ka kerafo ya kenyeletsa ka bang limilione tse 6 barupeluoa bao bafuputsi ka tšoanang le ho direkoto tsa ho vouta.
teko ena e bontša hore ba bang Inthaneteng melaetsa kolo-tsoa-the-voute ke molemo ho feta ho ba bang, 'me e bontša hore khakanyo e leng mofuputsi oa ea ho atleha oa phekolo e ka itšetleha ka hore na ba ithuta tlalehile kapa boitshwaro ja sebele. teko ena ka bomalimabe ha e fane ka leseli lefe mabapi leha e le efe e mabapi le mekgwa ya leo ka lona u fumane boitsebiso bo-e leng mathata a kahisano bafuputsi ba bang ba 'nile ba playfully bitsoa "sefahleho qubu" -increased vouta. E ka 'na boitsebiso bo tsoang sechabeng ea eketseha kgonego hore motho e mong hlokomela banner banner banner kapa hore ho etsahetse eketsehileng kgonego ea hore motho e mong ea hlokomela banner banner banner ha e le hantle kgethilego kapa ka bobeli. Kahoo, teko ena e fana ka fumana tsela ha bo thahasellisa hore mofuputsi ka ho eketsehileng ka 'na hlahloba (sheba mohlala, Bakshy, Eckles, et al. (2012) ).
Ho phaella ho atamela lipakane tsa bafuputsi, teko ena e boetse e tsoetse pele pakane ea mokhatlo o hlophisitsoeng molekane (Facebook). Haeba u fetola boitšoaro ithuta ho ka kgetha ho reka sesepa, joale u ka bona hore thuto eo ba na le e tobileng sebopeho tšoanang le teko ea ho lekanya phello ea lipapatso Inthaneteng (sheba mohlala, Lewis and Rao (2015) ). Dipatlisiso tsena papatso atleheng ha hangata lekanya phello ea ho pepesehela lintho Inthaneteng lipapatso-e leng mekhoa ea phekolo a Bond et al. (2012) e le hantle lipapatso bakeng vouta-boitšoaro, offline. Kahoo, sehlooho sena se ne ho ntshetsa pele bokhoni ba Facebook hore a ithute ho atleha ha lipapatso Inthaneteng 'me ka thusa Facebook kholisa babapatsi bokgoni ba hore Facebook lipapatso tse atlehang.
Le hoja ditabatabelo tsa bafuputsi 'me ke balekane ba ne ba boholo tsamaiso di nyalantswe thutong ena, ba ne ba boetse ba mokhoa o sa fellang a tsitsipano. Ka ho khetheha, kabo ya barupeluoa ho tse tharo maemo soaro, info, 'me Info + tsoang sechabeng-o ile a haholo imbalanced: 98% ea sampole ea ile a abeloa ho Info + sechabeng. Sena se kabo imbalanced ke sebetse hantle statistically, 'me e kaone kudu ya kabo bakeng bafuputsi a ka be a ba' nile ba 1/3 ea barupeluoa sehlopheng ka seng. Empa, kabo imbalanced ha etsahala'ng ka lebaka Facebook batla mong le e mong ho amohela Info + kalafo sechabeng. Ka lehlohonolo, bafuputsi ba kholisa ba tsoafe 1% bakeng la kalafo ya tse amanang le 1% ea barupeluoa ka sehlopha se laola sebaka seo. Ntle le sehlopha se laola liketso ho ka be ho bile ha e le hantle ho le thata ho lekanyetsa phello ea Info + kalafo tsoang sechabeng hobane e ne e tla ba le "perturb le boloka" teko e-na le ea lotho laoloa teko. Mohlala ona e fana ka boitsebiso ba bohlokoa bo e sebetsang thuto bakeng sa ho sebetsa le balekane ba: Ka linako tse ling u theha teko ke kholisang motho e mong hore fana ka kalafo le ka linako tse ling u theha teko ke kholisang motho e mong a se ke a fana ka kalafo (khr, ho bopa sehlopha se laolang).
Partnership hase kamehla lokela ho akarelletsa lik'hamphani tse theknoloji le liteko A / B le batho ba limilione barupeluoa. Ka mohlala, Alexander Coppock, Andrew hakanya le Johanne Ternovski (2016) partnered nang le NGO tikoloho (Selekane sa Paballo ye ntsi bakgething) ho matha liteko ho etsa diteko mawa afe fapaneng bakeng sa ho ntšetsa pele rotloetsa le sechaba. Bafuputsi ba sebelisoa Twitter akhaonte ya NGO li romele ka bobeli tweets ea phatlalatsa le melaetsa ya poraefete ho toba hore a leka ho mefuta e fapaneng ya ka sehloohong boitsebahatso. Bafuputsi ba ntan'o lekanya e leng oa melaetsa ena e ne e le atlehang ka ho fetisisa bakeng sa ho khothalletsa batho hore ba saene kōpo e matla 'me u fumane boitsebiso bo retweet mabapi boipiletso boo e.
Lethathamo 4.3: Mehlala ea ho etsa lipatlisiso e tlisoang pholletsa tshebedisano mahareng bafuputsi le mekhatlo. Maemong a mang, bafuputsi sebetsa mekhatlo eo.
Phello ea Facebook News Feed ka boitsebiso kopanela Bakshy, Rosenn, et al. (2012)
Phello ea leeme tiiswa hore lebitso boitšoaro mabapi le Inthaneteng intša websaeteng Bapna et al. (2016)
Phello ea Home Energy ditlaleho ka tšebeliso motlakase Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013)
Phello ea app e boqapi ba bona mabapi le la namela bongata ba kokwanahloko Aral and Walker (2011)
Phello ea ho jala mochine hodima diffusion Taylor, Bakshy, and Aral (2013)
Phello ea boitsebiso bo tsoang sechabeng lipapatsong Bakshy, Eckles, et al. (2012)
Phello ea maqhubu thathamisang boitsebiso mabapi le thekiso pholletsa thathamisang boitsebiso le Inthaneteng bakeng sa mefuta e fapaneng ya bareki Simester et al. (2009)
Phello ea boitsebiso bo mabapi le ho ratoa dikopo ke mosebetsi bokgoni ba Gee (2015)
Phello ea dikatlholo lekgetlo la ntlha mabapi le ho ratoa Muchnik, Aral, and Taylor (2013)
Phello ea molaetsa dikahare rotloetsa le mekha ea lipolotiki ea Coppock, Guess, and Ternovski (2016)
Ka kakaretso, thekgago hammoho le ba matla nolofalletsa ho uena sebetsa boemong tekanyo e thata ho etsa ho seng joalo, le Lethathamo 4.3 fana ka mehlala e meng ea boikopanyo lipakeng tsa bafuputsi le mekhatlo. Thekgago ka ba bonolo haholo ho feta ho haha ​​teko ea hao. Empa, melemo ena tla le go tlhoka mesola: bolekane ka fokotsa mefuta eohle ea barupeluoa, mekhoa ea phekolo, 'me diphetho hore u ka ithuta. Ho ekelletsa moo, tshebedisano mmoho tsena ho ka etsa hore le diphepetso tse boitšoaro. Tsela e molemohali ea ho lemoha monyetla oa boikopanyo boo ke ho hlokomela le bothata ba sebele hore u ka rarollang ha u ntse u etsa tse thahasellisang tsa saense. Haeba u sa tloaela ho tsela ena ea ho sheba lefatše, ho ka ba thata ho lemoha mathata a Pasteur oa Quadrant, empa ka mokhoa ona, u tla qala ho hlokomela hore ba eketsehileng le ho feta.