4.5.4 Umlingani kunye nabanamandla
Yothelelwano unako ukunciphisa iindleko nokunyusa isikali, kodwa oko akuzukuyijika iintlobo nxaxheba, unyango, kwaye neziphumo onokuzisebenzisa.
Enye indlela yokwenza ngokwakho usebenzisana nenhlangano enamandla njengenkampani, urhulumente, okanye i-NGO. Inzuzo yokusebenza kunye nomlingane kukuba unokukwenza ukuba usebenze iimvavanyo ongenakukwazi ukuzikwenza wena. Ngokomzekelo, enye yezilingo endinokuxelela ngazo ngezantsi zibandakanya abathathi-nxaxheba abayizigidi ezili-61-akukho mcwaningi ngamnye onokufikelela kuloo nqanaba. Ngelo xesha elifanayo ukuba ukusebenzisana kwandisa into ongayenzayo, iyakunyanzela. Ngokomzekelo, ezininzi iinkampani azikuvumeli ukuba usebenze umzamo onokulimaza ishishini labo okanye idumela labo. Ukusebenza kunye namaqabane kuthetha ukuba xa kufika ixesha lokushicilela, unokuba ngaphantsi koxinzelelo lokuba "uphinde uhlaziye" iziphumo zakho, kunye namanye amaqabane angase azame ukuvimba ukushicilelwa komsebenzi wakho ukuba kubangele kubonakale kubi. Ekugqibeleni, ukusebenzisana kwakhona kuza neendleko ezinxulumene nokuphuhlisa nokugcina le mibutho.
Umngeni obalulekileyo oza kusombululwa ukwenzela ukuba lo mlingano uphumelele ufumana indlela yokulungelelanisa iminqweno yamabini omabini, kwaye indlela efanelekileyo yokucinga malunga naloo mlinganiso yi -Quaterrant (Stokes 1997) . Abaphandi abaninzi bacinga ukuba xa benza umsebenzi othile-into enokuba nomdla kumlingane-ngoko abanako ukwenza isayensi yangempela. Le engqondweni iya kwenza kube nzima kakhulu ukudala intsebenziswano ephumelelayo, kwaye kuya kwenzeka ukuba ayiphutha ngokupheleleyo. Ingxaki ngale ndlela yokucinga imfanekisiwe ngokuphambuka kwendlela yokuphambuka kwe-biologicalist Louis Pasteur. Ngoxa usebenza kwiprojekti yokutya yokuthengisa ukuguqula i-beet juice ibe ngotywala, uPasteur wafumanisa iklasi elitsha ye-microorganism ekugqibeleni eyakhokelela kwi-germ'sory theory. Oku kufumanisa isisombululo ingxaki-eyasinceda ukuphucula inkqubo yokuvumba-kwaye kwakhokelela ekuphambili kwenzululwazi. Ngaloo ndlela, kunokuba ucinge ngezophando ngezicelo eziphathekayo njengokuba zingqubuzana nophando lwenzululwazi yinyaniso, kungcono ukucinga ngezi zinto zibe zimbini ezahlukeneyo. Uphando lunokukhuthazwa ngokusetyenziswa (okanye kungenjalo), kwaye uphando lunokufuna ukuqonda okusemqoka (okanye kungenjalo). Ngokucacileyo, uphando-olufana noPasteur-lunokukhuthazwa ngokusetyenziswa nokufuna ukuqonda okusemqoka (umfanekiso 4.17). Uphando kwi-Quadrant-uphando-uphando olunokuthi luqhubele phambili iinjongo ezimbini-lukulungele ukusebenzisana phakathi kwabaphandi kunye namaqabane. Ngenxa yokuba imvelaphi, ndiza kuchaza izifundo ezimbini zokuhlola kunye nentsebenziswano: enye kunye nenkampani kunye ne-NGO.
Umzekeliso 4.17: Umququzeleli wePasteur (Stokes 1997) . Kunokuba ucinge ngophando njengokuba "isiseko" okanye "isetyenzisiweyo," kungcono ukucinga ngako njengoko kukhuthazwa ngokusetyenziswa (okanye kungenjalo) kwaye ufuna ukuqonda okusemqoka (okanye kungekhona). Umzekelo wophando obabini ukhuthazwa ngumsebenzi kwaye ufuna ukuqonda okusemgangathweni umsebenzi wePasteur ekuguquleni i-beet juice ibe ngotywala olukhokelela kwi-germ'sory theory. Olu luhlobo lomsebenzi olungele ukusebenzisana nabanamandla. Imizekelo yomsebenzi obangelwa yimisebenzi kodwa engayifuni ukuqonda okuyisiseko evela kuTomas Edison, kunye nemizekelo yomsebenzi ongashukunyiswa ngumsebenzi kodwa ofuna ukuqonda evela ku-Niels Bohr. Jonga i- Stokes (1997) ngengxoxo epheleleyo ngakumbi kwesi sikhokelo kunye nganye kwezi ziko. Ukutshintshwa Stokes (1997) , isiqendu 3.5.
Iinkampani ezinkulu, ngokukodwa iinkampani zobuchwepheshe, ziye zavelisa iziseko ezingundoqo kakhulu zokuqhuba iimvavanyo eziyinkimbinkimbi. Kwimveliso yezobugcisa, ezi zivame ukubizwa ngokuba yi-A / B kuba ziqhathanise ukuphumelela kwezimbini zonyango: A ne-B. Ezi zilingo zivame ukuqhutyelwa izinto ezifana nokunyuka kweefowuni kwiintengiso, kodwa isiseko esisodwa sezakhono sinakho isetyenziswe kuphando oluqhubela phambili ukuqonda isayensi. Umzekelo obonisa ubungakanani bolu hlobo lophando luhlolisiso oluqhutywe ngumbambiswano phakathi kwabaphandi kwi-Facebook kunye neYunivesithi yaseCalifornia, eSan Diego, kwimiphumo yemiyalezo eyahlukeneyo ekuphumeni kwevoti (Bond et al. 2012) .
NgoNovemba-2, 2010-usuku lokhetho lwe-US-bonke abasebenzisi be-Facebook abayizigidi ezingama-61 abahlala eUnited States abaneminyaka engama-18 nangaphezulu baye bathatha inxaxheba ekuhloleni ukuvota. Xa bevakashela i-Facebook, abasebenzisi babenikwe ngokulandelelana kwelinye lamacandelo amathathu, oko kwacaca ukuba ibhanner (ukuba ikhona) ibekwa phezulu kwi-News Feed (umfanekiso 4.18):
- iqela lolawulo
- umyalezo wolwazi malunga nokuvota ngeqhosha elingu-"IVoted" kunye ne counter (Info)
- umyalezo wolwazi malunga nokuvota ngeqhosha elincambileyo elithi "Ndivotelwe" kunye nomgca kunye namagama kunye neefoto zabahlobo babo ababenqakraza "IVoted" (Info + Social)
Ibond kunye noogxa bafunda iziphumo ezibini eziphambili: ukuziphatha okubikiwe nokuziphatha ngokuvota. Okokuqala, bafumene ukuba abantu kwiqela leNgcaciso + leNtlalo babe malunga neepesenti ezimbini zeepesenti ngaphezu kwabantu abakwiqela leenkcukacha ukuchofoza "Ndivotele" (malunga ne-20% ngokumalunga ne-18%). Ukuqhubela phambili, emva kokuba abaphandi badibanise idatha yabo kunye neengxelo ezivakalayo zokuvota zikarhulumente malunga nabantu abayizigidi ezi-6 bafumene ukuba abantu kwiqela leNkcukacha + zeNtlalo babengama-0.39 amaphesenti amaninzi amathuba okuvota kunabo abakwiqela lolawulo kunye nokuba abantu kwiqela leenkcukacha bekunokwenzeka nje ukuba bavote njengabo beqela lokulawula (umhlathi 4.18).
Umzekeliso 4.18: Iziphumo ezivela kwi-out-out-vo-test ku-Facebook (Bond et al. 2012) . Abathathi-nxaxheba kwiqela leenkcukacha bavotele ngezinga elifanayo njengaleli qela lokulawula, kodwa abantu kwiqela leNkcukacha + zeNtlalo bavotela ngezinga elincinane. Iibhasi zimele zilinganiselwa kuma-95%. Iziphumo kwigrafu zenzelwe abathathi-nxaxheba ababalelwa kwizigidi ezi-6 abafanelwe kwiirekhodi zokuvota. Ukutshintshwa Bond et al. (2012) , umfanekiso 1.
Iziphumo zolu vavanyo zibonisa ukuba ezinye iimpendulo ze-intanethi ziphumelele ngakumbi kunabanye kwaye ukuqikelelwa komphenyi wokusebenza kunokuxhomekeka ekubeni ingaba umphumo uchazwe ngokuvota okanye ukuvota okwenene. Le ntshutshiso ngethuba alinikeli naluphi na ucalulo malunga neendlela zolwazi-zoluntu-abaphandi abathile abadlala ngazo ngokuthi "ubuso bombutho" -ukuvota ukuvota. Kungenzeka ukuba ulwazi lwezenhlalakahle lwandise amathuba okuba umntu waphawula ibhanna okanye yandisa amathuba okuba umntu ophawula ibhanti ngokwenene evotelwe okanye zombini. Ngaloo ndlela, lo mzamo unika umdla okhangayo ukuba abanye abaphandi baya kuhlola (jonga, umzekelo, i- Bakshy, Eckles, et al. (2012) ).
Ukongezelela ekuqhubekeni kweenjongo zabaphandi, lo mzamo uphumelele nenjongo yombutho weqabane (Facebook). Ukuba utshintshe ukuziphatha okufundwayo ngokuvota ukuthenga isepha, ungabona ukuba isifundo sinesakhiwo esifanayo kunye nokuzama ukulinganisa umphumo weentengiso ze-intanethi (bona umzekelo, RA Lewis and Rao (2015) ). Ezi zifundo zophumelelo zesikhangiso zihlala zilinganisa umphumo wokubhengezwa kwiintengiso ze-intanethi-unyango Bond et al. (2012) ngokukodwa ziintengiso kwi-offline behavior. Ngaloo ndlela, olu phando lunokuqhubela phambili ulwazi lwe-Facebook lokufunda ukuphumelela kweentengiso ze-intanethi kwaye kunokunceda u-Facebook akhombise abathengisi abanokuthi iintengiso ze-Facebook ziphumelele ekuguquleni ukuziphatha.
Nangona iminqweno yabaphandi kunye namaqabane adibanisa kakhulu kulolu cwaningo, nabo babecala. Ngokukodwa, ulwabiwo lwabathathi-nxaxheba kumaqela amathathu-ulawulo, Ulwazi, kunye neNkcukacha + zeNtlalontle-yayingenakulinganiswa: i-98% yesampuli yabelwa kwiNkcukacha + zeNtlalo. Ulwabiwo olungalinganiyo alubi kakuhle, kwaye ulwabiwo olungcono lwabaphandi luya kuba nolwesithathu kwabathathi-nxaxheba kwiqela ngalinye. Kodwa isabelo esingalinganiyo senzeke ngenxa yokuba i-Facebook yayifuna ukuba wonke umntu athathe ulwazi + lwezentlalo unyango. Ngethamsanqa, abaphandi babaqinisekisa ukuba babambe i-1% yonyango olunxulumene ne-1% yabathathi-nxaxheba kwiqela lokulawula. Ngaphandle kweqela lolawulo, bekungeke kube nzima ukulinganisa umphumo weNkcukacha + yonyango lwentlalo kuba bekuya kuba "ukuzamazama nokugcina" ukuvavanya kunokuba kwenziwe uvavanyo olungalindelekanga. Lo mzekelo unikeza isifundo esibalulekileyo sokusebenza kunye namaqabane: maxa wambi udala uvavanyo ngokukholisa umntu ukuba anike unyango ngamanye amaxesha udala uvavanyo ngokukholisa umntu ukuba anganiki unyango (okt, ukudala iqela lolawulo).
Ubambiswano alisoloko lufuna ukubandakanya iinkampani zobugcisa kunye novavanyo lwe-A / B kunye nezigidi zabathathi-nxaxheba. Ngokomzekelo, uAlexander Coppock, uAndrew Guess, noJohn Ternovski (2016) bahlangene ne-NGO engqongileyo-i-League of Conservation Voters-ukuqhuba iimvavanyo zokuvavanya izicwangciso ezahlukeneyo zokukhuthaza ukuhlaliswa koluntu. Abaphandi basebenzisa i-akhawunti ye-NGO ye-Twitter ukuthumela ii-tweets zombini kunye nemilayezo eyimfihlo eyimfihlo eyazama ukuqala iintlobo ezahlukeneyo zobunikazi. Emva koko baqikelela ukuba yeyiphi yale miyalezo ebenempumelelo kakhulu ekukhuthazeni abantu ukuba batyikitye isikhalazo kunye nolwazi lwe-retweet malunga nesibheno.
| Isihloko | Iingxelo |
|---|---|
| Impembelelo ye-Facebook News Feed malunga nokwabelana ngolwazi | Bakshy, Rosenn, et al. (2012) |
| Impembelelo yokungabi nakwibala ngokuziphatha kwiwebhusayithi yokuthandana kwi-inthanethi | Bapna et al. (2016) |
| Impembelelo yeeNgxelo zeMandla zeKhaya ekusebenziseni umbane | Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013) |
| Impembelelo yoyilo lwenkqubo kwi-spreadal virus | Aral and Walker (2011) |
| Umphumo wokusasazeka kwindlela yokusabalalisa | SJ Taylor, Bakshy, and Aral (2013) |
| Impembelelo yolwazi lwentlalo kwiintengiso | Bakshy, Eckles, et al. (2012) |
| Impembelelo yohlu lwakhathalogu kwiirhwebo ngokusebenzisa ikhathalogu kunye ne-intanethi kwiintlobo ezahlukeneyo zabathengi | Simester et al. (2009) |
| Impembelelo yolwazi oludumileyo malunga nezicelo zomsebenzi | Gee (2015) |
| Umphumo wokulinganisa kokuqala ekuthandeni | Muchnik, Aral, and Taylor (2013) |
| Umphumo wesigidimi somyalezo kwi-politike yokuhlanganisa | Coppock, Guess, and Ternovski (2016) |
Ngokubanzi, ukusebenzisana nabanamandla kunceda ukuba usebenze kwinqanaba elinzima ukukwenza, kunye netafile 4.3 inikeza eminye imizekelo yobambiswano phakathi kwabaphandi kunye nemibutho. Ukubambisana kunokulula ngakumbi kunokuzakhela uvavanyo lwakho. Kodwa ezi nzuzo ziza neengxaki: ukusebenzisana kunokunciphisa iintlobo zabathathi-nxaxheba, unyango kunye neziphumo onokuzifunda. Ukuqhubela phambili, ezo ntsebenziswano zingakhokelela kwimingeni yokuziphatha. Indlela efanelekileyo yokubona ithuba lokubambisana iqaphela ingxaki eyona nto ongayigqiba ngayo xa wenza isayensi inomdla. Ukuba ungasetyenzisiwe ngale ndlela yokujonga ihlabathi, kunokuba nzima ukujonga iingxaki kwi-Quadrant yePasteur, kodwa, ngokuziqhelanisa, uya kuqala ukuwabona ngakumbi nangaphezulu.
