4.6.2 Tsiva, kuchenesa, uye Kuderedza
Ita kuedza kwako zvikuru kuda nokutsiva kuedza nevasiri experimental zvidzidzo, yokuchenesa kurapwa, uye kuderedza vechikamu.
The mupanda mazano ndingada kuti vanoda kupa pamusoro mazano digitaalinen kuedza chokuita netsika. Sezvo Restivo uye motokari of Rijt kuedza musi barnstars muna Wikipedia inoratidza ungaderedza mari zvinoreva kuti hwetsika vachava kuramba chinokosha tsvakurudzo magadzirirwo. Kuwedzera penyaya zveupfumi richititungamirira dzevanhu vanotongwa tsvakurudzo kuti ndichashanda kurondedzera muChitsauko 6, vatsvakurudzi afunge digitaalinen kuedza kunogonawo kuzochera papfungwa yetsika kubva akasiyana tsime: penyaya mazano okurega kutungamirira kuedza chokuita mhuka. Kunyanya, mubhuku ravo rinonzi aikosha Principles pamusoro kuda experimental Technique, Russell and Burch (1959) hwokuda zvitatu zvinofanira kutungamirira tsvakurudzo mhuka: Tsiva, kuchenesa, uye Kuderedza. Ndingada Chitaura kuti izvi zvitatu R vanogona kushandiswa-ari zvishoma zvakachinjwa chimiro-kutungamirira akaitwa kuedza kwevanhu. Zvikuru sei,
- Tsiva: kutsiva kuedza mashaya invasive nzira kana zvichibvira
- Natsai: Gadzirisa mushonga kuti sokusingakuvadzi sezvinobvira
- Deredzai: Kuderedza uwandu vechikamu kuedza kwako zvikuru kwazvo sezvinobvira
Kuitira kuti izvi zvitatu R kuti kongiri uye kuratidza sei vanogona vanokwanisa kutungamirira rakapfuura kuda experimental design, Ndichaenda kutsanangura paIndaneti munda kuedza kuti wakadenha zvetsika gakava. Ipapo ndichadzidzisa kutsanangura sei vatatu R wacho anoratidza kongiri uye anoshanda kushanduka pamasikiro kuedza.
Chimwe chezvinhu tsika dzinobvumira chipatara chinobatsira nharo digitaalinen munda kuedza ndiye "Emotional Contagion," iyo kwaitungamirirwa Adam Kramer, Jamie Gillroy, uye Jeffrey Hancock (2014) . Kuedza akatora nzvimbo pamusoro Facebook uye hwaikurudzirwa kongiri mibvunzo yesayenzi uye inoshanda. Panguva iyoyo, chikuru nzira kuti vanoshandisa nevanhukadzi Facebook aiva News Feed, ane algorithmically curated akaisawo Facebook chinzvimbo reserved kubva Facebook shamwari ane rokushandisa. Vamwe nevatsoropodzi Facebook okuti kuti nokuti News Feed ane kunyanya zvakanaka namagwatidziro-shamwari vachiratidza kure ichangobva ravo bato-zvinogona kukonzera vanoshandisa kunzwa kusuruvara nokuti hwavo sokuti zvishoma zvinonakidza tichienzanisa. Ukuwo, pamwe zvazviri chaizvo zvakasiyana; zvichida kuona shamwari yako kuva nguva yakanaka aizoita kuti unzwe kufara? Kuitira kugadzirisa izvi aikwikwidzana pfungwa-uye kufambisira mberi manzwisisiro atinoita sei munhu manzwiro rinoitei neshamwari dzake 'nepfungwa-Kramer uye nevamwe vakamhanya kumwe kuedza. Vaongorori wakaiswa pamusoro 700,000 vanoshandisa muzvikwata mana kwevhiki rimwe: mumwe "negativity ipfupi" boka, nokuti uyo nembiru nezvisingafadzi namashoko (semuenzaniso, chinosuruvarisa) vakanga randomly makavhara kubva nekuratidzwa zviri News Feed; munhu "positivity ipfupi" boka uyo namagwatidziro namashoko akanaka (semuenzaniso, vanofara) vakanga randomly makavhara; uye mapoka maviri masimba. In kudzorwa boka kuti "negativity ipfupi" boka, namagwatidziro zvaiva randomly makavhara panguva mwero dzakafanana "negativity ipfupi" boka asi pasina chokuita mupfungwa kugutsikana. Boka kuzvidzora nokuti "positivity ipfupi" boka rakavakwa munzvimbo yakafanana mufashoni. Magadzirirwo yetsvakurudzo izvi zvinoenzanisira kuti kudzora boka zvakakodzera haasi nguva dzose chimwe chete havashanduki. Asi, dzimwe nguva boka masimba anopiwa kurapwa kuti kusika chaiyo kuenzanisa kuti kutsvakurudza mubvunzo kunoda. Muzviitiko zvose, nembiru kuti zvakavharwa kubva News Feed vachiri kuwanikwa vanoshandisa kuburikidza dzimwe nzvimbo Facebook Website.
Kramer uye nevamwe vakawana kuti nokuda vechikamu vari positivity kuderedzwa ezvinhu, uye chikamu mashoko akanaka munyika dzavo chinzvimbo reserved ungaderedza uye chikamu mashoko akaipa yakawedzera. Ukuwo, nokuti vechikamu vari negativity kuderedzwa ezvinhu, uye chikamu mashoko akanaka yakawedzera uye chikamu mashoko akaipa ungaderedza (Figure 4.23). Zvisinei, migumisiro izvi sevakanga diki: musiyano akanaka uye kunaka mashoko pakati kurapwa uye chidhiraivho oda 1 muna 1,000 nemashoko.
Figure 4.23: Uchapupu mupfungwa contagion (Kramer, Guillory, and Hancock 2014) . Kubva mashoko akanaka uye mashoko akaipa experimental ezvinhu. Bars achimiririra vanofungidzirwa mureza zvikanganiso.
Ndaisa kwokukurukurwa zvesayenzi zvinoumba yetsvakurudzo iri mberi kuverenga chikamu pakupera chitsauko, asi urombo, kuedza ichi chinonyanya vaizivikanwa generating zvetsika gakava. Pashure bedzi kwemazuva bepa ichi yakabudiswa Proceedings National Academy of Sciences, paiva kukuru kuchema kubva vatsvakurudzi uye wokudhinda. Kushatirwa vakakomba bepa nezvezvandaifanira huru mbiri huru: 1) vechikamu haana kupa chero kubvumirana mhiri mureza Facebook okuti-of-basa kurapwa kuti vamwe vakafunga kuti kukuvadza kuti vechikamu uye 2) kudzidzwa asina inini yechitatu-vebato yetsika kudzokorora (Grimmelmann 2015) . Mibvunzo yetsika vakarerwa nharo ichi vakatadzisa magazini nokukurumidza kubudisa isingawanzowanikwi "wedzero kuratidza hanya" pamusoro nezvetsika uye zvetsika zvine chokuita nedzimwe ongororo kwacho nokuti kutsvakurudza (Verma 2014) . Mumakore akatevera, kuedza rakapfuurira kuva tsime zvikuru gakava uye musingabvumirani, nokusabvumirana ichi vangave vaiva kupedzisira mugumisiro kutyaira kupinda mimvuri zvakawanda zvimwe kuedza kuti vari anoitwa nemakambani (Meyer 2014) .
Sezvo nezvekwakabva Emotional Contagion, ndingadai zvino vanoda kuratidza kuti 3 R anogona kureva kongiri, mazano kuvandudzika pazvidzidzo chaivo (chero iwe pachedu kufunga pamusoro nezvetsika iyi kunyanya chiedzwa). Chokutanga R ndiye Tsiva: vatsvakurudzi vanofanira kutsvaka kutsiva kuedza mashaya invasive uye ngozi unyanzvi, kana zvichibvira. Somuenzaniso, pane kumhanya kumwe kuedza, vaongorori angadai vakatoita dzinongoitika chiedzwa. Sezvinotsanangurwa muChitsauko 2, njodzi dzinongoitika kuedza mamiriro ezvinhu apo chinhu zvinoitika munyika kuti approximates zviri kurongwa basa nokurapwa (semuenzaniso, a rotari kusarudza kuti ndiani achange vaitorwa kupinda muchiuto). Kunakisa dzinongoitika kuedza ndechokuti mutsvakurudzi asina kununura kurapwa; kwezvakatipoteredza anoita kuti imi. Nemamwe mashoko, pamwe dzinongoitika kuedza, vatsvakurudzi vangadai vasina vaifanira experimentally vanodzika evanhu News Feeds.
Kutaura zvazviri, vanenge Panguva imwe chete Emotional Contagion kuedza, Coviello et al. (2014) akanga hwokushandisa chii chaigona kunzi Emotional Contagion dzinongoitika chiedzwa. Maitiro avo, iyo anoshandisa nzira inonzi paku variables, ndiyo zvishoma zvakaomesa kana ndamboona pamberi. Saka, kuti kutsanangura nei yaidiwa, ngatiendei kuvaka pairi. Wokutanga yokuti vamwe vatsvakurudzi angafanira kudzidza pfungwa contagion kwaizova kuenzanisa mbiru dzenyu mazuva apo ako News Feed zvakanga zvakanaka chaizvo nomumbiru dzenyu mazuva apo ako News Feed akanga akaipa chaizvo. Izvi zvaizova zvakanaka kwazvo kana chinangwa aingova kufanotaura mupfungwa kugutsikana mapango ako, asi nzira iri matambudziko kana chinangwa ndeyokudzidza causal mugumisiro dzenyu News Feed pamusoro mapikicha. Kuona dambudziko kugadzirwa ichi, funga Thanksgiving. Mune US, zvakanaka nembiru Spike uye kunaka mbiru yokuyeresa on Thanksgiving. Saka, musi Thanksgiving, vatsvakurudzi aigona kuona kuti yenyu News Feed zvakanga zvakanaka kwazvo uye kuti iwe ndokuisa zvinhu zvakanaka uyewo. Asi, yakanaka mapikicha angadai zvinokonzerwa Thanksgiving kwete zviri kwenyu News Feed. Asi, kuti vanofungidzira causal maturo vaongorori vanoda chimwe chinhu anochinja kugutsikana kwako News Feed pasina zvakananga kuchinja manzwiro ako. Sezvineiwo, pane chinhu chakafanana kuti kuitika dzose nguva; mamiriro ekunze.
Coviello nevaaishanda navo kuti zuva kuchinaya muguta munhu vachange, paavhareji, kuderera kuwanda namagwatidziro akanaka munenge 1 muzana pfungwa uye kuwedzera kuwanda namagwatidziro zviri kunaka munenge 1 muzana pfungwa. Zvadaro, Coviello uye nevamwe vakatoita chokwadi ichi kudzidza pfungwa contagion pasina kudikanwa experimentally konzera munhu News Feed. Chaizvoizvo zvavakaita ndiwo chiyero sei mapikicha zvaive okunze mumaguta apo shamwari dzako kurarama. Kuti uone kuti nei izvi zvine musoro, fungidzira kuti uri kurarama mu New York City uye une shamwari anogara Seattle. Zvino ngatitii mumwe zuva anotanga kuchinaya iri Seattle. Izvi mvura Seattle haazorambi zvakananga kukanganisa manzwiro ako, asi hazvizoiti yenyu News Feed kuva zvishoma akanaka zvikuru kunaka nokuda shamwari yako mbiru. Saka, mvura Seattle randomly anonyengera yenyu News Feed. Achitendeukira kunzwisisa ichi kuva akavimbika nhamba nzira rakaoma (uye chaiyo kusvika dzakashandiswa Coviello uye nevamwe ndiyo zvishoma asiri mureza) saka ndaisa uwane kukurukurwa ari mberi kuverenga chikamu. Chinonyanya kukosha kuyeuka pamusoro Coviello uye bhururu kwaiita ndechokuti kwakavabatsira kudzidza pfungwa contagion pasina kudikanwa kumhanya kumwe kuedza kuti Tingangonyanya kukuvadza vechikamu, uye zvingava nyaya kuti mune mamwe mamiriro ezvinhu akawanda unogona kutsiva kuedza nevamwe unyanzvi.
Yechipiri muna 3 Rs ndiye Natsai: vatsvakurudzi vanofanira kutsvaka kunatsiridza kurapwa kwavo kuitira kuti zviduku kukuvadza zvinobvira. Somuenzaniso, pane ichivharira kugutsikana kuti chaigadzirwa zvakanaka kana akaipa, vaongorori aigona kwakatowedzera zvikuru mabhuku kugutsikana kuti akanga akanaka kana akaipa. Izvi boosting magadzirirwo angadai kwakachinja mupfungwa zviri vechikamu News Feeds, asi izvozvo zvingadai akataura mumwe hanya kuti vatsoropodzi akaratidza: kuti kuedza chingadai chakaita vechikamu kusuwa mashoko anokosha kwavo News Feed. With akagadzira dzakashandiswa Kramer uye vaunoshanda navo, shoko kuti inokosha vangangoora makavhara somunhu haasi. Zvisinei, aine boosting design, mashoko vaizonzwirwa kwakatsiva yaizova avo kuti hazvinyanyi kukosha.
Pakupedzisira, wechitatu R ndiye Deredzai: vatsvakurudzi vanofanira kutsvaka kuderedza uwandu vechikamu kuedza kwavo, kana zvichibvira. Kare, rutapudzo ichi chakaitika sezvingatarisirwa nokuti shanduka Mari analoginen kuedza yakanga yakakwirira, izvo zvakakurudzira kuti atsvakurudze optimize magadzirirwo kwavo uye kuongorora. Zvisinei, kana paine razero shanduka mari data, vatsvakurudzi havana kutarisana mari nekurovererwa pamusoro kukura yetsvakurudzo yavo, uye iyi ine zvinogona kutungamirira buda guru kuedza.
Somuenzaniso, Kramer uye nevamwe angadai akashandisa pre-kurapwa ruzivo pamusoro vechikamu-zvakadai yavo yaivapo kurapwa Posting maitiro-kuti ongororo yavo yakawanda. More zvakananga, pane achienzanisa kuwanda mashoko akanaka ari kurapwa uye masimba ezvinhu, Kramer uye nevamwe vangadai akaenzanisa kuchinja kuwanda mashoko akanaka pakati ezvinhu; imwe nzira inowanzonzi musiyano-in-kusiyana uye iyo kufanana vakavhengana magadzirirwo kuti ini zvambotaurwa muchitsauko (Figure 4.5). Ndiko, kuti imwe neimwe yeboka, vaongorori angadai akasika kuchinja mamakisi (post-kurapwa maitiro - pre-mabatirwo maitiro) uye zvadaro akaenzanisa nechakatsinhiwa hwakawanda vechikamu vari kurapwa uye masimba ezvinhu. Izvi musiyano-mu-kusiyana Inzira rikurumidze statistically, izvo zvinoreva kuti vaongorori anogona kuzadzisa zvakafanana uwandu chivimbo kushandisa ivhu duku zvikuru. Nemamwe mashoko, kuburikidza yokusaruramisira vechikamu vakafanana "Widgets", vatsvakurudzi kazhinji kuwana kunyatsoenderana inofungidzirwa.
Asina yakatsvuka mashoko zvakaoma kuziva chaizvoizvo zvikuru sei zvokufambisa musiyano-mu-kusiyana nzira ingadai iyi. Asi, Deng et al. (2013) rakashuma kuti matatu paIndaneti kuedza musi Bing kutsvaka injini vakakwanisa kuderedza kutsaura pakati inofungidzirwa yavo vanenge 50%, uye migumisiro yakafanana vave kushumwa vamwe kuedza paIndaneti panguva Netflix (Xie and Aurisset 2016) . Izvi 50% kutsaura rutapudzo zvinoreva kuti Emotional Contagion vatsvakurudzi vangadai vakakwanisa kuderedza mharidzo yavo hafu kana vakanga vaishandisa siyanei kuongorora nzira. Nemamwe mashoko, pamwe kuchinja duku iri pachisara 350,000 vanhu angadai akaponesa kupindurawo kuedza.
Panguva iyi ungave uchishamisika nei vatsvakurudzi vanofanira kutarisira kana 350,000 vanhu vaiva Emotional Contagion buda. Pane vaviri chaiyo zviri Emotional Contagion kuti nehanya naye kunyanya kukura zvakakodzera, uye zvinhu izvi dzirimo zhinji digitaalinen munda kuedza: 1) pane chokwadi pamusoro kana kuedza achaita kukuvadza chinenge dzimwe vechikamu uye 2) Kupinda kwaisava chokuzvidira. In kuedza pamwechete izvi maitiro maviri zvinoita here kuchengeta kuedza sezvo diki sezvinobvira.
Mukugumisa, vatatu R's-Tsiva, Natsai, uye kuderedza-zvinopa mazano anogona kubatsira vatsvakurudzi kuvaka tsika munzvimbo dzavo experimental mazano. Zvechokwadi, rimwe nerimwe zvinobvira kuchinja aya Emotional Contagion anotanga wezvokutengeserana-offs. Somuenzaniso, uchapupu dzinongoitika kuedza hakusi nguva dzose dzakachena sezvo uchapupu randomized kuedza uye boosting vangadaro zvikuru logistically zvakaoma kushandisa pane nechigumbuso. Saka, chinangwa kureva kuchinja izvi zvaisazoitwa wechipiri-fembera sarudzo vamwe vatsvakurudzi. Asi, kwaiva kuenzanisira sei vatatu R anogona kushandiswa chaizvo ezvinhu.
