2.3.2.4 anisavani
Population belishiya, ukusetyenziswa belishiya, kunye nenkqubo belishiya kwenza kube nzima ukuba ukusebenzisa enkulu umthombo data ukufunda osele unexesha elide.
Enye noncedo olukhulu kwimithombo emininzi enkulu data ukuba baqokelele iinkcukacha ngokuhamba kwexesha. ntle kubiza olu hlobo data i-ovathayim, data nobude. Ke, ngokwemvelo, zibaluleke kakhulu ukufunda utshintsho data nobude. Ukuze kulinganiswe ngokuthembekileyo ukutshintsha, nangona kunjalo, inkqubo womlinganiselo ngokwayo funeka sizinze. Xa amazwi ngezentla- Otis Dudley Duncan, "ukuba ufuna ukulinganisa utshintsho, musa ukutshintsha umlinganiselo" (Fischer 2011) .
Ngelishwa, ezininzi iinkqubo-ingakumbi data enkulu inkqubo yoshishino ukuba ayile aze asithimbe imizila ye-digital ukutshintsha lonke ixesha, inkqubo ukuba ndiza kubiza isikhephe. Ngokukodwa, ezi nkqubo ukutshintsha ngeendlela ezintathu eziphambili: ekushiyeni (utshintsho lowo usebenzisa kwabo), belishiya yokuziphatha (utshintsho kwindlela abantu endiwasebenzisayo kwabo), kunye nenkqubo belishiya (utshintsho kwinkqubo ngokwalo). Imithombo ezintathu bokuphaphatheka kuthetha ukuba nawuphi na umzekelo data wokulanda yedijithali inokubangelwa inguqu ebalulekileyo ehlabathini, okanye inokubangelwa uhlobo bokuphaphatheka.
Owona mthombo wokuqala bokuphaphatheka-abemi belishiya-ngubani na lo usebenzisa le nkqubo, yaye oku utshintsha ezikalini ubude bexesha namaqoqo-ixesha elifutshane. Ngokomzekelo, ukususela ku-2008 ukuya thaca ubudala avareji abantu kwimidiya zentlalo landile. Ukongeza kwezi ntsingiselo ixesha elide, abantu besebenzisa inkqubo nangawuphi na umzuzu iyahluka. Ngokomzekelo, ebudeni US kaMongameli unyulo-2012 umlinganiselo Tweets malunga nezopolitiko ezabhalwa ngabafazi elitshintsha imihla ngemihla (Diaz et al. 2016) . Ngoko ke, yintoni kubonakala ukuba kubakho utshintsho isimo Twitter-ndinyana leyo izakube utshintsho lo uthetha nangawuphi na umzuzu nje.
Ukongeza utshintsho ngubani lisebenzisa inkqubo, kukho kwakhona utshintsho isetyenziswa njani le nkqubo. Ngokomzekelo, ebudeni Rhwebani, noqhankqalazo Gezi Park e Istanbul, Turkey 2013 abaqhankqalazi batshintsha ukusebenzisa kwabo hashtags njengoko koqhankqalazo ngendaleko. Nantsi indlela Zeynep Tufekci (2014) wachaza belishiya, athe wakwazi ukubona ngokuba ngokubukela ukuziphatha on Twitter kwaye emhlabeni:
"Kwenzeka ntoni ke kamsinya nje emva koqhankqalazo waba ibali lubalaseleyo, amanani amakhulu abantu. . . wayeka usebenzisa hashtags ngaphandle ukutsala ingqalelo isenzeko esitsha. . .. Nangona uqhankqalazo waqhubeka, kwaye nangakumbi, le hashtags wafa phantsi. Udliwano-ndlebe lubonise izizathu ezibini kulo. Okokuqala, xa wonke umntu wayesazi isihloko, le Antonia ke kwangoko, nesilima neyilahleko kwi-Twitter eqongeni uphawu-kuphela. Okwesibini, hashtags babegqalwa kuphela luncedo nokutsalela ingqalelo umxholo othile, hayi kuba uthetha ngayo. "
Ngoko ke, abaphandi ababefunda zoqhankqalazo ngokuhlalutya Tweets kunye hashtags ezinxulumene-yoqhankqalazo iza kuba banembono oko kwakusenzeka ngenxa yale belishiya zokuziphatha. Ngokomzekelo, ukuze bakholwe ukuba ingxoxo koqhankqalazo yehla elide phambi kokuba ngenene yehla.
Uhlobo wesithathu bokuphaphatheka yinkqubo belishiya. Kule meko ke, hayi abantu ukutshintsha okanye ukutshintsha zabo ukuziphatha, kodwa inkqubo ngokwalo ukutshintsha. Ngokomzekelo, ekuhambeni kwexesha Facebook liye lisanda kumda ubude ubume bohlaziyo. Ngoko, nawuphi na uphando engena isimo nezaziso ziza asesichengeni eziye okubangelwa olu tshintsho. System belishiya lusondele ukuba ingxaki neyokuqungaqunga algorithmic apho ngoku ukujika.
