The 2m2k3r
Musi waNovember 9, nenguva dza8:30 am, Michal Kosinski ndakamukira paHotera Sunnehus, muZurich. Muongorori wemakore makumi matatu nemana akaenda kunotaura kuSwitzerland Federal Institute of Technology nezve njodzi dze Big Data uye shanduko yedhijitari. Kosinski anogara achitaura pamusoro penyaya idzi pasi rose. Iye inyanzvi mune psychometrics, bazi repfungwa rinobata nedata. Mangwanani iwayo, paakabatidza TV, akaona bhomba: zvinopesana nezvakafanotaurwa nenyanzvi dzenhamba dzenyika, Donald J. Trump akasarudzwa kuva purezidhendi weUnited States. 46496r
Pazuva rimwe chetero, imwe kambani yeBritain isinganyanyi kuzivikanwa iri muLondon yakatumira chiziviso chepepanhau ichiti: “Tinofara kuti nzira yedu yechimurenga yekukurukurirana kunobva kudata yakaita basa rinokosha mukukunda kunoshamisa kwemutungamiri akasarudzwa. Trump", akadaro Alexander James Ashburner Nix, weBritish, ane makore makumi mana nerimwe, uye CEO we Cambridge Analytica. Anogara achionekwa paruzhinji akapfeka masutu akakwenenzverwa nemagirazi emugadziri, nebvudzi rake rakatsvuka kumashure. Uye kambani yako yanga isiri chikamu chemushandirapamwe wepamhepo Trump, asiwo Brexit.
Pakati peaya mavara matatu - iyo inoratidzira Kosinski, iyo yakanyatsopfeka Nix uye inonyemwerera Trump - mumwe wavo akagonesa shanduko yedhijitari, mumwe wavo akazviita uye mumwe akabatsirwa.
Big Data uye data-inofambiswa psychology 3a3p4e
Chero ani zvake asina kupedza makore mashanu apfuura achigara kune imwe nyika akanzwa izwi rokuti Big Data. Zvinoreva kuti zvese zvatinoita, pamhepo uye pasina Indaneti, zvinosiya madhijitari. Kutenga kwese kwatinoita nemakadhi edu, kutsvaga kwese kwatinonyora paGoogle, kwese kwatinoenda nenharembozha yedu muhomwe nezvimwe zvakadaro, zvese zvinochengetwa - kunyanya zvinoda. Kwenguva yakareba, hazvina kujeka kuti iyi data ingashandiswa sei, kunze kwekunge kuona kushambadza kwemishonga yeropa mushure mekutsvaga "nzira yekudzikisa BP" paGoogle.
Musi waNovember 9, zvakava pachena kuti zvinokwanisika kushandisa Big Data kune chimwe chinhu chikuru. Iyo kambani iri seri kwemushandirapamwe wepamhepo Trump - iyo imwe kambani yakashanda yeLeave.EU pakutanga kweBrexit - yaiva Big Data kambani: Cambridge Analytica.
Kuti tinzwisise mhedzisiro yesarudzo uye kuti kutaurirana kwezvematongerwo enyika kungashanda sei mune ramangwana, tinoda kutanga nechiitiko chinoshamisa paCambridge University muna 2014, paKosinski Center yePsychometrics.
Psychometrics, dzimwe nguva inonziwo psychographics, inotarisa pakuyera maitiro epfungwa, akadai seunhu. Mumakore ekuma1980, zvikwata zviviri zvenyanzvi dzepfungwa zvakagadzira muenzaniso waitsvaga kuongorora vanhu zvichibva pahunhu hushanu - muenzaniso wacho wainzi. Makuru mashanu: kuvhurika (kune zviitiko zvitsva), kungwarira (kukwana), extroversion (sociability), kuzvininipisa (kubatira pamwe) uye neuroticism (kutsamwa). Kubva pazviyero izvi - zvinozivikanwa nechidimbu kuChirungu OCEAN - zvinokwanisika kuita ongororo yakanyatsonaka yemunhu wese. Izvi zvinosanganisira zvinodiwa uye kutya uye maitiro avanofanira kuita. Iyo Big Five yave yakajairwa psychometric tekinoroji. Asi kwenguva yakareba, dambudziko nenzira iyi yaive yekuunganidza data. Izvi zvaidaro nekuti zvaive zvakafanira kuzadza fomu remibvunzo rakaoma neruzivo rwemunhu. Ndokuuya Indaneti. Uye the Facebook. E Kosinsky.
Michal Kosinski akanga ari mudzidzi muWarsaw apo hupenyu hwake hwakatora nzira itsva mu 2008. Akagamuchirwa neYunivhesiti yeCambridge kuti aite PhD yake paPsychometrics Center, imwe yemasangano ekare emarudzi ayo munyika. Kosinski akabatana nemumwe waaishanda naye David Stillwell (iye zvino ari purofesa paYunivhesiti yeCambridge) rinenge gore mushure mokunge Stillwell atanga purogiramu duku pa Facebook, nguva refu iyo social network isati yava hofori nhasi. The app MyPersonality kugutsikana nevashandisi kuti vazadze akati wandei emibvunzo yepfungwa, kusanganisira mishoma yemibvunzo yepfungwa kubva muBig Five mibvunzo ("Ndinovhunduka nyore," "Ini handibvumirani nevamwe"). Zvichienderana neongororo, vashandisi vakapihwa "hunhu hwemunhu" - vachishandisa Big Five variables - uye sarudzo yekugovera yavo Facebook profile data nevaongorori.
Vateveri vaLady Gaga vangangove vakadzvinyirirwa, nepo avo vaifarira mapeji ehuzivi vaiwanzoita kuziviswa.
Kosinski aitarisira kuti vamwe gumi nevaviri vaanodzidza navo vazadze gwaro remibvunzo, asi pasina nguva refu, mamirioni avanhu akaburitsa zvakavanzika zvavo zvepedyo. Kamwe kamwe, vadzidzi vaviri vePhD vaive mumaoko avo hofori dataset inosanganisa psychometric mamakisi neFacebook profiles akagadzirira kuunganidzwa.
Kubviswa kwakavimbika kusinganzwisisike kunogona kutorwa kubva kune mashoma ekudzvanya online. Semuyenzaniso, varume vaifarira cosmetics brand MAC vainyanya kuve ngochani. Kune rimwe divi, imwe yeakanakisa zviratidzo zvehterosexuality yaive kufarira iyo Wu-Tang Clan peji. Vateveri vaLady Gaga vangangove vakadzvinyirirwa, nepo avo vaifarira mapeji ehuzivi vaiwanzoita kuziviswa. Nepo ruzivo urwu rwega rusina simba rekuburitsa fungidziro yakavimbika, makumi, mazana, kana zviuru zvemashoko ega ega akasanganiswa anoguma nekufanotaura kwakaringana.
Kosinski nechikwata chake havana kuneta kuvandudza mhando dzavo. Muna 2012, Kosinski akaratidza kuti, zvichibva paavhareji ye68 Facebook inofarira pamushandisi, zvaigoneka kufanotaura ruvara rweganda ravo (95% chokwadi), maitiro avo ezvepabonde (88%), uye kubatana kwavo nemapato eDemocratic kana Republican. 85%). Asi, haana kugumira ipapo. Hungwaru, kubatana kwechitendero, pamwe nedoro, mudzanga uye kushandisa zvinodhaka zvese zvinogona kutsanangurwa. Nedata iri zvaitoita kuti vazive kuti vabereki vemunhu vakarambana here.
Kugona kufanotaura mhinduro yemumwe munhu kwaive kuratidzwa kukuru kwesimba remuenzaniso. Kosinski akaenderera mberi achishanda asinganeti, uye pasina nguva, injini yake yakanga iri nani kupfuura nyanzvi dzepfungwa pakuongorora vanhu zvichibva pa10 Facebook inoda. 70 likes dzakakwana kuziva kupfuura shamwari dzemumwe munhu, zana nemakumi mashanu kupfuura vabereki vavo. Kuti azive munhu kupfuura mudiwa wake, 150 likes dzaive dzakakwana. Nekufarira kwakawanda kupfuura izvozvo, zvaikwanisika kuziva zvakawanda kupfuura izvo munhu pachake aiziva nezvake. Zuva iro Kosinski akabudisa izvi zvakawanikwa, akagamuchira nhare mbiri. Kutyisidzirwa kwechiito chepamutemo uye kupihwa basa. Ose ari paFacebook.
Ichokwadi 'Google yevanhu' 5j2l8
Kwangopera mavhiki mashoma gare gare, zvido zvakava zvakavanzika nekusarudzika paFacebook. Izvi zvisati zvaitika, iyo yakajairwa gadziriso yakabvumira chero munhu ari painternet kuti aone zvaunofarira. Asi ichi changa chisiri chipingamupinyi kune vanotora data: nepo Kosinski aigara achikumbira mvumo kubva kune vashandisi veFacebook, akawanda maapplication uye epamhepo mibvunzo nhasi inoda kuwana yakavanzika data sechinhu chekutanga chekuita bvunzo dzehunhu. Chero ani zvake anoda kuzviyeresa zvichibva paFacebook zvaanoda anogona kuzviita kuburikidza Kosinski webhusaiti, wobva waenzanisa zvawanikwa neaya ekare emibvunzo yeOCEAN, senge yabva Cambridge Psychometrics Center.
Iyo smartphone ibvunzo rakakura repfungwa rinogara rakazadzwa, nekuziva uye nekusaziva.
Asi zvaisave zvekungofarira kana kunyange Facebook: Kosinski nechikwata chake vaigona kugovera Big Five hunhu zvichibva pakuti mangani mapikicha aive nemunhu paFacebook, kana vangani vaaive navo (chiratidzo chakanaka chekuwedzera) . Asi zvakawanda zvinoratidzwa kunyangwe iwe usiri pamhepo. Iyo mbozhanhare inofambisa sensor inotaurira kumhanya uye uko mushandisi anoenda mazuva ese. Mashoko acho anogona kushandiswa kuongorora kusagadzikana kwepfungwa. Iyo smartphone igwaro rakakura remibvunzo yepfungwa yakazadzwa nguva dzese, nekuziva uye nekusaziva.
Nekudaro, pamusoro pezvose, iyi nzira inoshandawo kumashure: kwete chete maprofayiri epfungwa anogona kugadzirwa kubva kudata rako, asi ruzivo urwu runogona kushandiswa kumashure kutsvaga maprofiles chaiwo: vabereki vese vanonetsekana, wese anonzwa hasha uye introverts, semuenzaniso. - kana ese maDemocrats asina kutongwa. Chaizvoizvo, izvo Kosinski aive agadzira yaive mhando yevanhu yekutsvaga injini. Akatanga kuona zvazvaikwanisa kuita asiwo ngozi yaivapo yebasa rake.
Kwaari, internet yaigara ichiratidzika sechipo chakabva kudenga. Chaaida chaizvo kudzosera chimwe chinhu. Data inogona kukopwa, saka wadii kubatsiridza zvakanakira? Wakanga uri mweya wechizvarwa chose, kutanga kwenguva itsva yaipfuura ganhuriro dzenyika inooneka. Asi chii chaizoitika, Kosinski akashamisika, kana mumwe munhu akashungurudza vanhu vavo injini yekutsvaga kuti avanyengedze? Akatanga kuwedzera macaveats kune mazhinji ebasa rake resainzi. “Kunogona kutyisidzira garikano, rusununguko, kana kuti kunyange upenyu hwomunhu,” yakadaro imwe yenyevero. Asi, hapana airatidza kunzwisisa zvaaireva.
Mumaoko asiri iwo 6s555
Panguva imwecheteyo, mukutanga kwa2014, Kosinski akasvikwa nemumwe mubatsiri wepurofesa mudhipatimendi repfungwa anonzi. Aleksandr Kogan. Akataura kuti ari pakuraira kwekambani inofarira nzira yeKosinski, uye aida kuwana dhatabhesi reMyPersonality. Kogan aisabvumidzwa kuburitsa chinangwa sezvo zvese zvaive zvakavanzika.
Pakutanga, Kosinski neboka rake vakafunga kubvuma kupiwa, izvo zvaizounza mari yakawanda kusangano, asi zvino muongorori akazeza. Kosinski anoyeuka kuti panguva iyoyo Kogan akazivisa zita rekambani: SCL, kana kuti Strategic Communication Laboratories. Kosinski akatsvaga kambani: "[Isu] isangano rakakura rekutonga sarudzo," webhusaiti yekambani inodaro. SCL inotengesa kushambadzira kunoenderana nekuenzanisira kwepfungwa. Chimwe chezvainyanya kutarisisa: kupesvedzera sarudzo. Kupesvedzera sarudzo? Avhiringidzika, Kosinski akaongorora saiti. Iyi yaive kambani yakaita sei? Uye vanhu ava vairongei?
Izvo Kosinski aisaziva panguva iyoyo: SCL ndiye mubereki weboka remakambani. Varidzi vechokwadi veSCL nemamwe makambani havazivikanwi nekuda kwechimiro chakaoma chemakambani, senge UK's Company Houses, registry yekambani yeDelaware uye Panama Papers. Mamwe mapazi eSCL apinda musarudzo muUkraine neNigeria, vakabatsira Nepal mambo achirwisa vapanduki, uye yakagadzira nzira dzeNATO kufurira vagari veNATO Eastern Europe Zvinobva United States of America. Muna 2013, SCL yakavhura kambani nyowani kutora chikamu musarudzo dzeUS: Cambridge Analytica.
Kosinski hapana chaaiziva nezvazvo, asi aive nemanzwiro asina kunaka. “Chinhu chacho chose chakatanga kunhuwa,” anoyeuka kudaro. Achitsvakurudza zvakare, akawana kuti Aleksandr Kogan akanyoresa muchivande kambani yakabatana neSCL. Zvinoenderana nechinyorwa chaDecember 2015 mu The Guardian uye nemagwaro ekambani yemukati mumaoko eDas Magazin, SCL yakanga yasangana neKosinski nzira kuburikidza neKogan.
Kosinski akatanga kufungidzira kuti kambani yaKogan inogona kunge yakakopa Facebook's like-based Big Five analytics tool kuitira kuti itengese kuCambridge Analytica. Akabva angomira kuonana naKogan uye akaudza mutungamiriri wesangano, zvichiita kuti pave nekukakavadzana kwakaoma mukati meyunivhesiti. Sangano iri rainetsekana nemukurumbira wesangano racho. Aleksandr Kogan akatamira kuSingapore, akaroora uye akachinja zita rake kuva Dr. Specter. Michal Kosinski akapedza PhD yake, akawana basa kuStanford uye akatamira kuUS.
Mr Brexit 5167p
Kwakange kusina mhirizhonga kwerinenge gore. Zvino, muna Mbudzi 2015, Leave.EU, iyo yakanyanya kusimba Brexit mushandirapamwe, inotsigirwa naNigel Farage, akazivisa basa kubva kuBig Data kambani kubatsira nemushandirapamwe wepamhepo: Cambridge Analytica. Chigadzirwa chikuru chekambani: kushambadzira kwezvematongerwo enyika, kwakavakirwa pamicrosegmentation, kuongorora hunhu hwevanhu zvichibva pamitsindo yedhijitari, zvese zvinoenderana neOCEAN modhi.
Mushure memhedzisiro yeBrexit, shamwari nevazivikanwi vakanyora kwaari: tarisa zvawaita.
Kosinski akatanga kugamuchira maemail achibvunza zvaaifanira kuita nazvo - mazwi anoti Cambridge, hunhu uye kuongorora zvakabva zvaita kuti vanhu vazhinji vafunge nezveKosinski. Kakanga kari kekutanga kunzwa nezvekambani iyi, iyo yakawana zita rayo nekuti vashandi vayo vekutanga vaive vaongorori paYunivhesiti yeCambridge. Avhunduka, akatarisa pawebhusaiti. Mutoo wake wakanga washandiswa chaizvoizvo pamwero mukuru nokuda kwezvinangwa zvezvamatongerwe enyika here?
Mushure memhedzisiro yeBrexit, shamwari neshamwari dzakamunyorera: "tarisa zvawaita". Munguva yose, Kosinski akamanikidzwa kutsanangura kuti akanga asina chokuita nekambani iyi. Muchokwadi, kusvika nhasi, hazvisati zvanyatsojeka kuti Cambridge Analytica yakabatanidzwa sei mumushandirapamwe weBrexit. Kambani iyi haina kutaura pachena pamusoro peizvi.
Kwemwedzi mishomanana zvinhu zvakanga zvakati dzikamei. Zvino, musi waGunyana 19, 2016, kwasara mwedzi chete sarudzo dzemuUS dzisati dzaitwa, mhirizhonga ye "Bad Moon Rising" yeCreedence Clearwater Revival yakazadza nzira yebhuruu yakasviba yeGrand Hyatt muNew York City. Musangano weConcordia imhando yeWorld Economic Forum mudiki. Vatungamiriri vepasi rese vakakokwa, kusanganisira Mutungamiriri weSwitzerland, Johann Schneider-Ammann. “Ndapota titambire Alexander Nix, Mukuru mukuru weCambridge Analytica,” rinozivisa kudaro inzwi rechikadzi rakapfava. Murume mutete akapfeka sutu nhema anofamba achienda pachikuva. Munhu wese akanyarara. Vazhinji vanotoziva kuti ichi ndicho chitsva kutungamira nzira yedhijitari de Trump.
Masvondo mashoma apfuura, Trump akange anyora, neimwe nzira yakavanzika, "munguva pfupi inotevera unenge uchindidaidza kuti Mr Brexit". Vanoongorora zvematongerwo enyika vakaona zvakafanana pakati pe Trump uye iyo yekurudyi-bapiro Brexit kufamba. Asi vashoma vaona hukama pakati peizvi uye kuhaya kwazvino kwekambani yekushambadzira Cambridge Analytica.
“Anenge mameseji ese anoburitswa na Trump zvaifambiswa nedata," akadaro Cambridge Analytica CEO Alexander Nix.
Panguva ino, mushandirapamwe wedhijitari Trump anga aine munhu mumwe chete kana mashoma: Brad Parscale, muzvinabhizimusi wekushambadzira uye akakundikana muvambi wekutanga akagadzira saiti iri nyore ye Trump nokuda kwe$1.500. Pamakore 70 okuberekwa, Trump Haasi "digitally kuverenga" zvachose - hapana kana komputa muhofisi yake. Mubatsiri wake akambozvizivisa Trump Haatomboziva kutumira maemail. Iye pachake akamuita kuti ave nesmartphone, Galaxy S3 yaanofarira kushandisa kuti aite tweet isina kumira.
Hillary Clinton, kune rumwe rutivi, aivimba zvakanyanya nenhaka yekutanga "mutungamiri wesocial media," Barack Obama. Aive aine zvinyorwa zvetsamba zveDemocratic Party, aishanda nevanoongorora data vakanyanya sevaya vari BlueLabs, uye yakagamuchira rutsigiro kubva kuGoogle uye DreamWorks. Pazvakaziviswa muna June 2016 kuti Trump akanga ahaya Cambridge Analytica, masimba ari muWashington akasimudza mhino dzawo. Vekune dzimwe nyika vakapfeka masutu akagadzirwa vasina chavanonzwisisa nezveUSA nemaAmerican? Serious?
“Iropafadzo yangu kutaura nemi nhasi pamusoro pesimba re Big Data uye psychographics mukuita kwesarudzo”. The Cambridge Analytica logo - uropi hunoumbwa netiweki node, semepu, inooneka ki kwaAlexander Nix. "Mwedzi 18 chete yapfuura, Senator Cruz aive mumwe wevasina kufarirwa," anotsanangura kudaro blonde nekutaura kweBritish, chimwe chinhu chinoshungurudza vanhu vekuAmerica. “Isingasviki 40 muzana yevagari vemo vakanga vanzwa nezvake,” inodaro imwe siraidhi. Cambridge Analytica anga apinda musarudzo dzemuUS makore maviri apfuura, pakutanga kuburikidza nekubvunza maRepublican Ben Carson naTed Cruz. Yekupedzisira - uye gare gare Trump - yaipihwa mari zvakanyanya nesoftware billionaire Robert Mercer, inozivikanwa nokungwara kwayo. Pamwe chete nemwanasikana wake Rebheka, anonzi ndiye mukuru investor kubva kuCambridge Analytica.
"Saka Ted Cruz akazviita sei?" Kusvika panguva iyoyo, anotsanangura Nix, mishandirapamwe yesarudzo yakanga yarongwa zvichibva pane pfungwa dzevanhu. "Pfungwa inoseka chaizvo, pfungwa yekuti vakadzi vese vanofanirwa kuwana meseji imwechete nekuda kwepabonde - kana vanhu vatema vese nekuda kwerudzi rwavo." Zvairehwa naNix ndezvekuti, nepo mamwe macampaign anga ashandisa chete demography, Cambridge Analytica yaishandisa psychometrics.
Iyo yese USA mukuongorora kwepfungwa 2l1g3
Kunyangwe ichi chingave chokwadi, basa reCambridge Analytica mukati memushandirapamwe waCruz rinopokana. Muna Zvita 2015, timu yezvematongerwo enyika yakatenda budiriro yake iri kukura mukushandisa kwake kwepfungwa kwedata uye analytics. Mukudhindwa Kushambadzira Zera, nhengo yemushandirapamwe yakataura kuti Cambridge Analytica "yaingova rubatsiro rwakawedzerwa", asi zvakadaro yakafunga kuti kuenzanisira kwe data yevhoti "yakanaka". Mushandirapamwe waizoita kubhadhara kambani inokwana $5,8 miriyoni kubatsira zivisa vavhoti muIowa caucuses, iyo Cruz akakunda asati abuda mumujaho weWhite House muna Chivabvu 2016.
Nix inotevera siraidhi yakaratidza zviso zvishanu, imwe neimwe inoenderana nehunhu. Ndiyo Big Five (kana iyo OCEAN modhi). "MuCambridge, takagadzira modhi inofanotaura hunhu hwemunhu wese mukuru muUS." Imba yacho inotorwa moyo pakarepo. Sekureva kwaNix, kubudirira kwekushambadzira kweCambridge Analytica kunobva pamusanganiswa wezvinhu zvitatu: hunhu hwesainzi uchishandisa. OCEAN muenzaniso; kuongorora kwe Big Data; ndizvo segmentation Ads. Kunangwa kweAd kushambadza kwakazvimiririra, kunorongeka nemazvo sezvinobvira kuti ienderane nehunhu hweumwe munhu.
Nix anotsanangura pachena kuti kambani yake inoita sei izvi. Chekutanga, Cambridge Analytica inowana dhata remunhu kubva kwakasiyana kwakasiyana marekodhi, mota data, kutenga data, makadhi ekuvimbika, kuve nhengo dzekirabhu, magazini anoverengwa, machechi anopindwa. Nix inoratidza ma logos epasi rose anoshanda data broker seAcxiom uye Experian - muUS, rinenge data remunhu. ari kutengeswa. Kuti uzive kuti vakadzi vechiJudha vanogara kupi, unogona kungotenga ruzivo urwu, kusanganisira nhamba dzefoni. Cambridge Analytica inozobatanidza izvi nedata repamhepo uye rekodhi yeRepublican Party yevavhoti uye inoverengera Big Five hunhu chimiro. Iwo edhijitari anoteedzera anongoerekana ashanduka kuita vanhu chaivo nekutya, zvinodiwa, zvaunofarira uye kero dzekumba.
Nzira yacho inoita seyakafanana neyakagadzirwa naMichal Kosinski. Cambridge Analytica inoshandisawo, maererano naNixa, "tsvaga pasocial media” uye Facebook data. Uye kambani inoita chaizvo zvakayambirwa naKosinski: "Tine hunhu hwakagadzirirwa munhu mukuru wese muUnited States of America - nezve. 220 mamirioni de pessoas,” anodaro Nix.
Inoratidza skrini. "Iri idhipatimendi redata ratakagadzirira mushandirapamwe weTed Cruz." Pakati pane digital control; kuruboshwe, madhayagiramu; kurudyi, mepu yeIowa, uko Cruz akahwina nhamba huru yemavhoti muma primaries. Uye pamepu pane mazana ezviuru zvezvidhoma zvitsvuku nebhuruu. Nix inosefa maitiro: "maRepublicans" - mavara ebhuruu anonyangarika; "Haasati agutsikana" - mamwe mapoinzi anonyangarika; "Varume", zvichingodaro. Chekupedzisira, pasara zita chete, kusanganisira zera, kero, zvaunofarira, hunhu uye zvematongerwo enyika. Zvino zvese zvinodikanwa ndezvekuti Cambridge Analytica ibate munhu uyu neakanakisa - uye anotariswa zvakanyanya - kushambadzira kwezvematongerwo enyika.
Nix inoratidza kuti vavhoti vakaiswa mumapoka epfungwa vanogona kusvikwa sei zvakasiyana, semuenzaniso, zvichibva pa2nd Amendment (kurudyi kutakura zvombo): “kune vateereri vane pfungwa dzakanyanya, ingoshandisa kutyisidzira kwekubira uye mutemo wekuchengetedza pfuti. mumeseji.” Panguva iyoyo, mufananidzo unoratidza ruoko rwemupambi achipwanya hwindo. "Kune rumwe rutivi, kune vateereri vane hanya netsika, tsika uye mhuri": mumwe mufananidzo unoratidza murume nemwana vakamira mumunda pakuvira kwezuva, vose vakabata pfuti, vachivhima madhadha.
Maitirwo ekuti vavhoti vaHillary vaende kure nesarudzo 2s4lq
Kusawirirana kwaTrump, kushoropodzwa zvakanyanya uye zvichikonzerwa nenhevedzano yemameseji anopokana akatumirwa online, zvakangoerekana zvave pfuma yake huru. Anoda akasiyana meseji kumuvhoti wega wega. Pfungwa yekuti Trump yakaitwa seyakakwana mukana wegorgorithm, maererano nemaitiro eruzhinji chinhu icho nyanzvi yemasvomhu Cathy O'Neil. yakaonekwa muna Nyamavhuvhu 2016.
Zvinyorwa zvinotsigirwa neFacebook zvinongoonekwa nevashandisi vane maprofiles chaiwo aisanganisira mavhidhiyo akanangana neveAfrica America umo Hillary Clinton anodaidza vanhu vatema se "zvikara."
“Anenge mameseji ese anoburitswa na Trump zvaifambiswa nedata," akadaro Cambridge Analytica CEO Alexander Nix. Pazuva rechitatu mutungamiri gakava pakati Trump naClinton, chikwata che Trump yakaedza 175 akasiyana ad misiyano yenzvimbo dzayo. Chinangwa chaive chekutsvaga mavhezheni chaiwo, kunyanya kuburikidza neFacebook. Iwo mameseji ainyanya kusiyana chete mune zvidiki-diki, kuitira kuti asvike kune vateereri nenzira isingakundikane mupfungwa: mazita akasiyana, mavara uye zvinyorwa, nemufananidzo kana nevhidhiyo. Iyi nhanho yeruzivo ine chinangwa chekusvika kune vadiki vateereri vanogoneka, anotsanangura Nix. “Tinokwanisa kunanga zvishambadzo kumisha midiki kana kumafurati. KANA kunyangwe kuvanhu vega.
Mudunhu reLittle Haiti reMiami, iyo Trump yakabudisa nhau pamusoro pekukundikana kweClinton Foundation mushure mekudengenyeka kwenyika muHaiti. Chinangwa chaive chekuona kuti vangangove vavhoti vaClinton (chikamu chekuruboshwe, vatema nevakadzi vechidiki) "vakadzvinyirira". Imwe nhengo yemushandirapamwe yakati kuBloomberg mavhiki pamberi pesarudzo. Zvinyorwa zvinotsigirwa neFacebook zvinongoonekwa nevashandisi vane maprofiles chaiwo anosanganisirwa, semuenzaniso, mavhidhiyo akanangana neveAfrica America umo Hillary Clinton anoreva vanhu vatema se "zvikara."
Nix anopedzisa hurukuro yake paConcordia Summit nekutaura kuti kushambadza kwechinyakare kwakafa. "Vana vangu havazombofi vakanzwisisa pfungwa iyi yekukurukurirana kwevanhu vakawanda." Uye asati abva pachikuva, akazivisa kuti sezvo Cruz akanga asiya nhangemutange, kambani iyi yaishandira mumwe wevakasara vamiriri vemutungamiri wenyika.
Trump bheji hombe 43o1j
Zvakanga zvisingaite kuziva panguva iyoyo kana maAmerican aive akanangwa nemauto edhijitari e Trump. Ivo vakarwisa zvishoma paTV yakajairwa uye yakawanda nemameseji emunhu pasocial media. Chikwata chaClinton vakafunga kuti ndivo vaitungamira, zvichibva pakufungidzira kwevanhu. Panguva imwecheteyo, mutori wenhau kubva Bloomberg Sasha Issenberg akashamisika kuona paakashanya kuSan Antonio - uko kwakavakirwa timu yedhijitari yekambani yemushandirapamwe Trump - uyo"muzinda wechipiri” yakanga ichigadzirwa. Vanhu veCambridge Analytica, sezviri pachena vanhu gumi nevaviri, vakagamuchira zviuru zana zvemadhora kubva kuna Trump muna Chikunguru, $100 muna Nyamavhuvhu, uye. US $ 5 mamiriyoni MunaSeptember.
Sekureva kwaNix, kambani yakawana zvinopfuura US$15 miriyoni yose. MuUSA, kambani inobatsira kubva mitemo yakapfava zvikuru pakuburitswa kwedata remunhu. Ipo muEurope data remushandisi rinogona kuwanikwa chete kana varidzi vakabvumira, muUSA zvakapesana. Kunze kwekunge mushandisi ati "kwete", data rese rinogona kushandiswa nemakambani muzvikamu zvakasiyana.
Matanho acho aive akanyanya. Muna July 2016, the Trump akatanga kushandisa app kuona maonero ezvematongerwo enyika uye hunhu. Chirongwa ichi chakagadzirwa nekambani imwechete yakabhadharwa neBrexit vezvematongerwo enyika. Vashandi ve Trump Vaya chete avo vakanzi vaigamuchira mameseji emubvunzo uyu ndivo chete vakagogodza pamusuo. Nhengo dzemushandirapamwe dzakauya dzakagadzirirwa nemadhairekitori enhaurirano akaenderana nehunhu hwevagari. Mushure mekushanya kwega kwega, vaidyisa app nemabatiro evanhu, uye data idzva rakananga kumadhibhodhi emushandirapamwe. Trump.
Ichi hachisi chinhu chitsva. MaDemocrat akaita zvakafanana, asi hapana humbowo hwekuti vakashandisa psychometric profiles. Cambridge Analytica, zvisinei, yakakamura huwandu hweUS mumhando makumi matatu nembiri yehunhu, uye yakangotarisa kune gumi nematanhatu. Uye sekuona kwakaita Kosinski kuti varume vanoda zvekuzora zveMAC vane mukana wekuve ngochani, kambani yakaona kuti kuda mota dzakagadzirwa neAmerica chaive chiratidzo chikuru kune. anogona kuvhota Trump. Pakati pezvimwe zvinhu, izvi zvakawanikwa zvino zvakaratidza timu yaTrump iyo uye kupi mamwe mameseji akashanda zvakanyanya. Sarudzo yekuisa pfungwa pairi Michigan e Wisconsin mumavhiki ekupedzisira emushandirapamwe akauya kubva kuongororo yedata. Mumiriri akave chishandiso chekushandisa yakakura data modhi.
Chii chiri mberi? 3rl4o
Asi kusvika papi nzira dze psychometric yakapesvedzera zvakabuda musarudzo? Paakabvunzwa, Cambridge Analytica yakanga isingadi kupa chero humbowo hwekushanda kwemushandirapamwe wayo. Uye zvinokwanisika kuti mubvunzo haugone kupindura.
Asi pane zvimwe zviratidzo zvakasimba. Pane kusimuka kunoshamisa kwaTed Cruz panguva yema primaries. Pakavawo nekuwedzera kukuru kwenhamba yevavhoti mumaruwa. Pakave nekudzikira kwekuvapo kwevanhu vatema mumazuva ekutanga ekuvhota. Iko kushandiswa kwakaderera kwe Trump inogona kutsanangurwa nekubudirira kwekushambadzira kunoenderana nemafungiro epfungwa. Kana nekuda kwekuti akaisa mari yakawanda mudhijitari kupfuura muTV achienzaniswa naHillary. Facebook yakaratidza kuve chombo chekupedzisira uye akanakisa mushandirapamwe, sezvakatsanangurwa naNix uye tsinhiro kubva kuvatsigiri vakati wandei de Trump.
Vazhinji vaiti vezvezviverengero vakakundwa musarudzo nekuti fungidziro yavo yakapotsa mucherechedzo. Asi zvakadini kana venhamba vakabatsira kukunda musarudzo asi vakangoshandisa nzira itsva? Zvinoshamisa munhoroondo kuti Trump, avo vaiwanzonyunyuta pamusoro pekutsvakurudza kwesayenzi, vakashandisa nzira yesayenzi yepamusoro mumushandirapamwe wavo.
Mumwe mukundi mukuru ndiCambridge Analytica. Kunyange hazvo kambani iyi isingataure, pane nhaurirano dzinonzi dziri kuitika nemutungamiri weUnited Kingdom, Theresa May. Alexander Nix anoenderera mberi achiti ari kuunganidza vatengi pasi rese, kusanganisira Switzerland, neAustralia. Kambani yako parizvino iri kuenda kumisangano yeEurope inoshandisa kambani iyi senyaya yebudiriro muUnited States. Muna 2017, nyika nhatu dzepakati peEuropean Union dzine sarudzo dzine mapato anobuda mumadota: , Netherlands ne. Kubudirira kwesarudzo kunouya panguva yakakodzera, apo kambani iri kugadzirira pinda mune zvekutengeserana advertising.
Kosinski akacherechedza zvose izvi kubva kuhofisi yake kuStanford. Mushure mesarudzo dzeUS, yunivhesiti iri mumhirizhonga. Kosinski ari kuita kune zvese izvi nechombo chakanakisa chemuongorori: a tsvakurudzo yesainzi. Pamwe chete nemumwe wake wekutsvagisa Sandra Matz, akaita nhevedzano yebvunzo, iyo ichakurumidza kuburitswa. Mhedzisiro yekutanga ndeye zvinotyisa. Chidzidzo chacho chinoratidza kushanda kwekuparadzanisa kwemunhu. Zvinoenderana neongororo nyowani, vatengesi vanogona kukwezva kusvika 63% yakawedzera kudzvanya uye 1.400 mamwe shanduko muFacebook mishandirapamwe nekuenzanisa zvigadzirwa uye mameseji kune hunhu hwevatengi. Vanoenderera mberi vachiratidza kusimba kweiyo nzira nekuratidza kuti mazhinji echigadzirwa kana mapeji emhando paFacebook anokanganiswa nehunhu. Nhamba huru yevatengi inogona kunyatso kunangwa kubva kune imwechete Facebook peji.
Zvichitevera kudhindwa kwekutanga kwechinyorwa ichi mumagazini yeGerman Das, Cambridge Analytica yakabudisa chirevo. "Cambridge Analytica haishandisi Facebook data, yakanga isina hukama naDr. Michal Kosinski, haibatsiri tsvakurudzo uye haishandisi nzira imwechete. Psychographics haisati yashandiswa. Cambridge Analytica haina kushanda nenzira ipi zvayo kuodza moyo vanhu vemuAmerica kuti vasavhote musarudzo dzemutungamiri wenyika. Kuedza kwedu kwaive kwakanangana chete nekuwedzera huwandu hwevavhoti. "
Nyika yakapidiguka. Britain iri kubuda muEuropean Union, VaDonald Trump ndiye mutungamiri weUnited States of America. Kosinski aida kunyevera pamusoro pengozi yekunangwa kwepfungwa mune zvematongerwo enyika, asi ari kugamuchirazve maemail ekutyisidzira. “Aiwa,” anodaro Kosinski, akadzikama uye achidzungudza musoro. "Haisi mhosva yangu, handina kuvaka bhomba, ndangoratidza nyika kuti iripo."
Nyaya yepakutanga pamusoro petsvakurudzo yaDkt Michal Kosinski yakatanga kubuda Magazini, muna December. Chinyorwa chechirungu chechinyorwa chino chakamboburitswa pa Motherboard.
