4.6.2 Ukwakha imigaqo kwi-design yakho: ubeke endaweni, uhlambulule, kwaye unciphise
Yenza uphando lwakho wayenobuntu kakhulu ngokubuyisela afunisele kwizifundo non-zonyango, abacwenge unyango, kunye nokunciphisa inani nxaxheba.
Ingqungquthela yesibini endiyathanda ukuyihambisa malunga nokuyila iimvavanyo zedijithali zixhalabisa ngokuziphatha. Njengoko i-Restivo kunye ne-van de Rijt vavanyo kwi-barnstars e-Wikipedia ibonisa, ukuhla kweendleko kuthetha ukuba ukuziphatha kuya kuba yinxalenye ebalulekileyo yoyilo lophando. Ukongezelela kwizikhokelo zokuziphatha ezikhokela uphando lwezifundo zabantu eziza kuthethwa kwisahluko 6, abaphandi abenza uphando lwezedijithali banokubamba iimbono zokuziphatha ezivela kwimvelaphi eyahlukeneyo: imigaqo yokuziphatha ephuhliselwe ukukhokela iimvavanyo ezibandakanya izilwanyana. Ngokukodwa, kwiincwadi zabo eziphambili ze-Humance Technique , Russell and Burch (1959) bacebisa imigaqo emithathu ekufuneka iholele uphando lwezilwanyana: ukutshintsha, ukucocisa nokunciphisa. Ndingathanda ukuphakamisa ukuba ezi zintathu zikaR zingasetyenziselwa-kwifom eguquguqukileyo-ukukhokela ukuyila kwezilingo zabantu. Ukuthi ngqo,
- Yenza indawo: Faka endaweni yokuvavanya ngeendlela ezincinci ezingenayo xa kunokwenzeka.
- Cwangcisa: Cwangcisa unyango ukwenza kube ngengozi kunokwenzeka.
- Ncitshiswe: Ncitshiswe inani labathathi-nxaxheba kwindlela ozama ngayo ngokubanzi.
Ukuze wenze ezi zikhonkwane ezintathu ze-R kwaye ubonise indlela enokubangela ukuba kubekho ukulungelelanisa nokulungelelaniswa kwezilwanyana ezingaphezulu, ndiza kuchaza ukuhlola kwendawo ye-intanethi eyenza ingxoxo yokuziphatha. Emva koko, ndiza kuchaza indlela ezi zintathu zikarhulumente zibonisa ukuguqulwa kwekhonkrithi kunye nolwazi olwenziweyo kwiloyilo lovavanyo.
Enye yezilingo zengxowankulu yezodijithali ezixutyushwa ngokwemithetho yenziwa nguAdam Kramer, uJamie Guillroy, noJeffrey Hancock (2014) kwaye ibizwa ngokuthi "Ukuxhatshazwa Kwengqondo." Uvavanyo lwenziwa kwi-Facebook kwaye lukhuthazwa ngumxube wezenzululwazi imibuzo efanelekileyo. Ngelo xesha, indlela ebalulekileyo abasebenzisi abasebenzisana ngayo neFacebook yayiyi-News Feed, isethi yokulungiswa kwesimo se-Facebook esivela kumsebenzisi we-Facebook wabasebenzisi. Abanye abagxeki be-Facebook bacebise ukuba i-News Feed inezona zithuba ezilungileyo-abahlobo abonakalisa i-party yabo yakutshanje-kunokubangela ukuba abasebenzisi bazive bebuhlungu ngenxa yokuba babo ubomi babonakala bengathandeki xa kuthelekiswa. Ngakolunye uhlangothi, mhlawumbi isiphumo sichaphazelekayo: mhlawumbi ukubona umhlobo wakho enokuzonwabisa kunokukwenza ube nolonwabo. Ukuze sikwazi ukujongana neengcamango ezikhuphisanayo-nokuqhubela phambili ukuqonda kwethu indlela iimvakalelo zomntu zichaphazela ngayo iimvakalelo zabahlobo bakhe-iKramer kunye noogxa baqhubela uvavanyo. Bafaka malunga nama-700,000 abasebenzisi kumaqela amane kwiveki enye: iqela "elincinci-elincinciweyo" elincinci, apho izithuba ezinamazwi angenanto (umz., "Ukudabuka") ziye zavalwa ngokukhawuleza ukuba zingabonakali kwi-News Feed; iqela "elincinci-elincinci" elithunyelwe kuyo izithuba ngamagama amahle (umz., "uvuyo") zivaliwe ngokukhawuleza; kunye namaqela amabini olawulo. Kwiqela elilawulayo "iqela elincinciweyo-elincinciweyo", izithuba ziye zavalwa ngokukhawuleza kwinqanaba elifanayo njengeqela "elincinciweyo" elincinciweyo kodwa ngaphandle kokuqwalasela umxholo weemvakalelo. Iqela lolawulo "iqela elichanekileyo-elincinciweyo" lakhiwa ngendlela efanayo. Uyilo lolu vavanyo lubonisa ukuba iqela elilawulayo elifanelekileyo alisoloko linye lingenalo utshintsho. Kunoko, ngamanye amaxesha, iqela lokulawula lifumana unyango ukuze kulungiswe umzekelo ofanelekileyo umbuzo wophando. Kuzo zonke iimeko, izithuba ezivaliwe kwi-News Feed zazingasetyenziswa kubasebenzisi ngezinye iindawo zewebhusayithi ye-Facebook.
I-Kramer kunye noogqirha bafumene ukuba abathathi-nxaxheba kwiimeko ezincitshisiweyo, ipesenteji yamagama amahle ekuhlaleni kwabo kwehla kwaye ipesenti yamagama angenayo yanda. Ngakolunye uhlangothi, abathathi-nxaxheba kwisimo esincinciweyo, ipesenteji yamagama ayenyukayo kwaye awanamagama amaninzi ahla (umhlathi 4.24). Nangona kunjalo, le miphumo yayincinci: umahluko phakathi kwamazwi amnandi kunye namazwi angalunganga phakathi kwezonyango kunye nokulawulwa kwaba malunga ne-1 ngamazwi ayi-1,000.
Umzobo 4.24: Ububungqina bokusasazeka ngokomzwelo (Kramer, Guillory, and Hancock 2014) . Abathathi-nxaxheba kwiimeko ezingenanto yokunciphisa ukungabikho kwamagama basebenzise amagama ambalwa amaninzi kunye namazwi athile amnandi, kwaye abathathi-nxaxheba kwiimeko ezichanekileyo-basebenzise amagama amaninzi amaninzi kunye namazwi athile amnandi. Iibhasi zimela iimpazamo eziqhelekileyo. Utshintshwe kwi- Kramer, Guillory, and Hancock (2014) , umfanekiso 1.
Ngaphambi kokuxoxa ngemiba yokuziphatha ephakanyiswe ngulo vavanyo, Ndingathanda ukuchaza izinto ezintathu zesayensi usebenzisa ezinye iimbono ezivela ekuqaleni kwisahluko. Okokuqala, akucaci ukuba iinkcukacha zangempela zolu vavanyo zidibanisa naziphi izimangalo zemfundiso; ngamanye amagama, kukho imibuzo malunga nokwakha ukufaneleka. Akwacaci ukuba ilizwi elihle nelibi liyinqaku elifanelekileyo lombono wabathathi-nxaxheba ngenxa yokuba (1) akucaci ukuba amagama abantu abathumelayo abonakalisa kakuhle iimvakalelo zabo kwaye (2) ayenjalo kucacisa ukuba uvavanyo oluthile olwenziwa ngabaphandi luyakwazi ukunyaniseka (Beasley and Mason 2015; Panger 2016) . Ngamanye amazwi, kunokuba nemilinganiselo embi yesignali ekhethiweyo. Okwesibini, ukuyila kunye nokuhlalutya kovavanyo akusixeleli nto malunga nokuba ngubani ochaphazelekayo (okt, akukho uhlalutyo lweempembelelo zonyango) kunye nokuba yeyiphi indlela yokusebenza. Kule meko, abaphandi babenolwazi oluninzi malunga nabathathi-nxaxheba, kodwa bebanjelwe ngokubanzi njengamajethi ahlalutyo. Okwesithathu, ubungakanani besayizi kulo mzamo kwakuncinane kakhulu; umahluko phakathi kwelashwa kunye neemeko zokulawula malunga ne-1 ngamazwi ayi-1,000. Kwiphepha labo, uKramer kunye noogxa benza iimeko ukuba umphumo walobu bukhulu kubalulekile kuba izigidi zabantu zifikelela kwi-News Feed nganye ngosuku. Ngamanye amazwi, bathetha ukuba nangona imiphumo encinci kumntu ngamnye, zikhulu ngokubanzi. Nangona ukuba uyayamkela le ngxabano, akusacacanga ukuba umphumo walobukhulu bubalulekile malunga nombuzo wesayensi jikelele malunga nokusabalalisa imvakalelo (Prentice and Miller 1992) .
Ukongeza kule mibuzo yesayensi, emva kweentsuku emva kokuba leli phepha lishicilelwe kwiNkcazo yeSizwe seSizwe seSayensi , kwakukho isimemo esikhulu kakhulu kubaphandi kunye nabezindaba (ndiza kuchaza iingxabano kule ngxoxo ngokubanzi kwisahluko 6 ). Imiba ephakanyisiwe kule ngxoxo yenze ukuba iphephancwadi lipapashe inqabileyo "yokubonisa inkcazo yokukhathazeka" malunga nokuziphatha kunye nenkqubo yokuhlaziywa kwemigaqo yophando (Verma 2014) .
Ngenxa yokuba loo mvelaphi malunga neNtshukumo Yengqondo, ngoku ndiyakuthanda ukubonisa ukuba i-R ezintathu zenza i-concrete, ukuphuculwa okwenziweyo kwizifundo zangempela (nokuba nantoni na ucinga ngayo ngokuziphatha kwalo mzamo othile). I-R yokuqala ithatha indawo : abaphandi kufuneka bafune ukubuyisela indawo yokuvavanya ngamasu angaphantsi kwamandla kunye neengozi, ukuba kunokwenzeka. Ngokomzekelo, kunokuba kusebenze ukuhlolwa okungalawulwa ngandlela-thile, abaphandi banokuyisebenzisa kakubi ukuhlolwa kwemvelo . Njengoko kuchaziwe kwisahluko 2, ukuhlolwa kwezinto zendalo ziimeko apho kwenzeka khona into ehlabathini ephantse kwizabelo zonyango ngokungaqhelekanga (umzekelo, i-lottery ukugqiba ukuba ngubani oza kubhalwa emkhosini). Inzuzo yokuziphatha kwenzalo yendalo kukuba umphandi akafanelekanga ukuba athathe unyango: indawo yendalo yenza oko. Ngokomzekelo, phantse ngokufanayo kunye novavanyo lwe-Emotional Contagion, Lorenzo Coviello et al. (2014) baxhaphaza oko kunokuthiwa ukuzama ukunyamekela ngokwemvelo. U-Coviello kunye noogxa bafumene ukuba abantu bathumela amagama amaninzi amaninzi kunye namazwi athile amnandi kwiintsuku apho kunetha. Ngoko ke, ngokusebenzisa ukutshintsha okungahleliweyo kwimozulu, bakwazi ukufunda isiphumo seenguqu kwi-News Feed ngaphandle kokufuna ukungenelela kuzo zonke. Kwakunjengokuba isimo sezulu sasizama ukuzama. Iinkcukacha zenkqubo yazo ziyinkimbinkimbi, kodwa ingongoma ebalulekileyo kwiinjongo zethu apha kukuba ngokusebenzisa uvavanyo lwendalo, uCoviello kunye noogxa bekwazi ukufunda ngokusasazeka kwemvakalelo ngaphandle kwemfuneko yokuzihlola.
Owesibini amanqanaba amathathu yi abayihluzayo: abaphandi kufuneka afune ukuba ukucokisa unyango lwabo ukuze babe engeyongozi kangangoko kunokwenzeka. Ngokomzekelo, kunokuba uvimbele umxholo okwakungenjalo okanye ophazamisayo, abaphandi banokuphucula umxholo okwakungenakulungile okanye ongalunganga. Olu luyilo olushukumisayo lwaluya kutshintshela umxholo wezimvo zabathetheli beendaba, kodwa bekuza kubhekisana neyona nkxalabo abachasayo: ukuba iimvavanyo zenza ukuba abathathi-nxaxheba balahlekelwe ulwazi olubalulekileyo kwi-News Feed yabo. Ngoyilo olusetyenziswa yi-Kramer kunye noogxa nabo, umyalezo obalulekileyo unokuthi uvinjelwe njengomntu ongekho. Nangona kunjalo, ngoyilo olushukumisayo, imiyalezo eya kuba yindwendwe iya kuba yinto engabalulekanga.
Ekugqibeleni, i-R yesithathu incitshiswa : abaphandi kufuneka bafune ukunciphisa inani labathathi-nxaxheba xa bezama ubuncinci obufunekayo ukufezekisa injongo yabo yesayensi. Kwiimvavanyo ze-analog, oku kwenzeke ngokwemvelo ngenxa yeendleko eziguquguqukayo eziphezulu zabathathi-nxaxheba. Kodwa kwiimvavanyo zedijithali, ngokukodwa ezo zindleko eziguquguqukayo, abaphandi abajongene neengxaki zeendleko ngobukhulu bovavanyo lwabo, kwaye oku kunakho ukukhokelela ekuhlolweni okungekho mfuneko.
Ngokomzekelo, iKramer kunye noogxa bangasebenzisa ulwazi lwengonyango malunga nabathathi-nxaxheba-njengokwenza kwangaphambili unyango lokuthumela ukuziphatha-ukwenza uhlalutyo lwabo luphumelele ngakumbi. Ngokukodwa, kunokuba kuthelekise inani lamagama amahle kwiimeko zokunyanga kunye nokulawula, iKramer kunye noogxa bangalinganisa nokutshintshwa kwimeko yamagama amahle phakathi kweemeko; indlela ebizwa ngezinye iindiza ebizwa ngokuba ngumxube odibeneyo (umzekeliso 4.5) kwaye ngamanye amaxesha ubizwa ngokuba ngumlinganisi wokulinganisa. Okokuthi, kubafundi abathathi-nxaxheba, abaphandi bangadala amanqaku okutshintshwa (emva kokunyanga kwendlela yokuziphatha \(-\) ukuziphatha kwangaphambili kwonyango) baze baqhathanise amanqaku okutshintshwa kwabathathi-nxaxheba kwiimeko zokunyanga kunye nokulawula. Le ndlela eyahlukileyo-eyahlukanayo iyasebenza ngokubalulekayo, oku kuthetha ukuba abaphandi banokuphumeza ukuzithemba okufanayo nokusebenzisa iisampulu ezincinci.
Ngaphandle kokufumana idatha eluhlaza, kunzima ukwazi ngokuchanekileyo ukuba kuqikelele kangakanani ukuba umqikelelo ochasene-hlukeneyo ulwahlukileyo kule ndawo. Kodwa siyakwazi ukujonga ezinye iimvavanyo ezinxulumene nombono onzima. Deng et al. (2013) yabika ukuba ngokusebenzisa ifom ye-estimate-difference-difference-differentiator, bakwazi ukunciphisa ukuhluka koqikelelo lwabo malunga no-50% kwiimvavanyo ezintathu ezahlukeneyo ze-inthanethi; Iziphumo ezifanayo zibikwe Xie and Aurisset (2016) . Ukunciphisa ukuhlukana kwama-50% kuthetha ukuba abaphandi abathintekayo ngokomzwelo baye bakwazi ukusika isampuli yabo kwisiqingatha ukuba besetyenzisile indlela yokuhlalutya eyahlukileyo. Ngamanye amagama, ngenguqu encinci kuhlalutyo, abantu abayi-350,000 basenokungenwa inxaxheba kulo mvavanyo.
Kule ndawo, unokuzibuza ukuba kutheni abaphandi banokunyamekela ukuba abantu abangama-350,000 babenomdla wokunyamekela ngokomzwelo. Kukho iinkalo ezimbini ezibalulekileyo zokuxhatshazwa ngokomzwelo okwenza uxhalabisayo ngobukhulu obukhulu besayizi, kwaye ezi zinto zikwabelwana ngazo ziinkalo ezininzi zesejithali: (1) akukho ukungaqiniseki malunga nokuba uvavanyo luya kubangalisa ubuncinane abanye abathathi-nxaxheba kunye (2) nokuthatha inxaxheba kwakungekho ngokuzithandela. Kubonakala kunengqiqo ukuzama ukugcina iimvavanyo ezinezinto ezincinci kunokwenzeka.
Ukuze kucace, umnqweno wokunciphisa ubungakanani bokuzama kwakho akuthethi ukuba awufanele usebenze iimvavanyo ezinkulu zeendleko eziguquguqukayo. Kuthetha nje ukuba iimvavanyo zakho akufanele zibe yinto ephakamileyo kunokuba ufuna ukufezekisa injongo yakho yesayensi. Enye indlela ebalulekileyo yokuqinisekisa ukuba uvavanyo lusezingeni elifanelekileyo kukuqhuba uhlalutyo lwamandla (Cohen 1988) . Kwiminyaka yesalathisi, abaphandi ngokubanzi benza ukuhlalutya kwamandla ukuqinisekisa ukuba ukufunda kwabo kwakungelula kakhulu (oko kukuthi, ngaphantsi kwamandla). Ngoku, ke, abaphandi kufuneka benze uhlalutyo lwamandla ukuqinisekisa ukuba ukufunda kwabo akukhulu kakhulu (oko kukuthi, ngaphezu kwamandla).
Ekugqibeleni, abathathu uR-bafake indawo, bahlambulule, banciphise-banikeze imigaqo engancedisa abaphandi ukuba bakhe ukuziphatha kwiimpawu zabo zokulinga. Ngokuqinisekileyo, nganye yeenguqu ezinokuthi zenzeke kwi-Emotional Contagion iqala ukuthengiswa kwezorhwebo. Ngokomzekelo, ubungqina bezilingo zendalo azihlali zihlambulukile njengoko zivela kumalinge angapheliyo, kunye nokukhupha umxholo kunokuba kunzima kunzima ukuphumeza ngaphandle kokuvimba umxholo. Ngoko, injongo yokucebisa oku kutshintshwa kwakungekho ukuqikelela ukuba izigqibo zabanye abaphandi. Kunoko, kwakukubonisa indlela iindlela ezintathu ezenziwa ngayo kwiimeko ezifanelekileyo. Enyanisweni, imbambano yokurhweba ivela rhoqo ngexesha lokucwangciswa kophando, kunye nobudala beminyaka yobudala, ezi zinto ziza kubandakanywa ngokubaluleka kokuziphatha. Kamva, kwisahluko 6, ndiya kunika imigaqo kunye nezikhokelo zokuziphatha ezinokunceda abaphandi baqonde kwaye baxoxe ngale ndlela yokuthengisa.
