4.6.2 Buyisela, Lungisa, nokunciphisa
Yenza uphando lwakho wayenobuntu kakhulu ngokubuyisela afunisele kwizifundo non-zonyango, abacwenge unyango, kunye nokunciphisa inani nxaxheba.
Iceba yesibini icebiso ndingathanda ukunikela malunga noyilo imifuniselo yedijithali siphathelele yokuziphatha. Njengoko Restivo and van de Rijt ulingelo nge barnstars in Wikipedia ibonisa, lehlile iindleko kuthetha ukuba indlela yokuziphatha iya kuba yinxalenye kakhulu ebalulekileyo yoyilo yophando. Ukongeza izikhokelo zeenqobo esikhokelayo kwizifundo zabantu uphando ndiza ukuchaza kwiSahluko 6, abaphandi ngokuyila imifuniselo zedijithali kusebenzisa izimvo yokuziphatha evela kumthombo ezahlukeneyo: imigaqo yokuziphatha kuphuhliswa ukukhokela imifuniselo ezibandakanya izilwanyana. Ngokukodwa, kwabo encwadini yophawu Principles of Technique enobuntu Igcisa, Russell and Burch (1959) ecetywayo imigaqo ezintathu undikhokelayo uphando isilwanyana: Buyisela, Lungisa, kwaye Ukunciphisa. Ndingathanda ukuba owathi le ezintathu R ngayo nazo zinokusetyenziswa-in nyenye kancinane ifomu-ukukhokela nokuyilwa imifuniselo zabantu. Ukuthi ngqo,
- Buyisela: Indawo umfuniselo iindlela ngaphantsi ezihlaselayo xa kunokwenzeka
- Cokisa: lungise unyango ukuyenza yimsulwa njengoko kunokwenzeka
- Ukunciphisa: Ukunciphisa inani inxaxheba kulingo yakho kangangoko kunokwenzeka
Ukuze enze izinto ezintathu ezi R yaye zibonisa indlela ezinokuba kukhokelela kuyilo ngcono wayenobuntu kakhulu zovavanyo, ndiza ukuchaza ulingelo intsimi oluselayinini zakuqala ingxoxo yeenqobo. Ngoko ndiza chaza indlela R ezintathu uchaza utshintsho eziphathekayo esenziwayo kuyilo kwalingwa.
Enye yemifuniselo endle yedijithali eyona nemikhwa kuxoxwe yi "Emotional njengesifo," o lwenziwa ngo Adam Kramer, Jamie Gillroy, kwaye Jeffrey Hancock (2014) . Le nto yenzeka on Facebook kunye bekubangelwa umxube imibuzo yenzululwazi kunye aluncedo. Ngelo xesha, ngendlela ebalaseleyo ukuba abasebenzisi zinxibelelene Facebook yaba Feed News, i iseti algorithmically zigcinwe kukaFacebook uhlaziyo ubume ngabahlobo yomsebenzisi Facebook. Abanye abagxeki kukaFacebook awacebisa kuba News Feed kubangelwe ikakhulu ezintle izithuba-abahlobo sasinomboniso yabo yakutshanje iqela-oko kungabangela abasebenzisi ukuba bazive lusizi kuba ubomi babo kubonakala umdla ngaphantsi kakhulu xa kuthelekiswa. Kwelinye icala, mhlawumbi isiphumo kanye eyahlukileyo; mhlawumbi ebona umhlobo wakho ukuba lixesha elihle kwenza uzive wonwabile? Ukwenzela ukuhlangabezana nezi ezikhuphisanayo kumava-kwaye phambili ukuqonda kwethu ukuba iimvakalelo zomntu zinemiphumela nabahlobo bakhe 'iimvakalelo-Kramer noogxa wabaleka ulingelo. Abaphandi zibekwe malunga 700.000 abasebenzisi ngokwamaqela ezine iveki enye: i "kelwa lifinyele" qela, kuba lowo izithuba ngamazwi negative (umzekelo, buhlungu) laza ababhlokiweyo ukubonakala Iindaba Feed; i "owakhayo lifinyele" iqela lowo izithuba ngamazwi entle (umzekelo, banoyolo) laza lavalwa; kunye namaqela amabini nolawulo. Xa iqela lolawulo for "kelwa lifinyele" iqela le, izithuba ziye ngokungakhethiyo wavingcelwa ngomlinganiselo ofanayo 'kelwa lifinyele "qela kodwa ngaphandle malunga nomxholo ngokweemvakalelo. Iqela wokulawula "owakhayo lifinyele" iqela le yakhiwa ngendlela encamisayo ngaxeshanye. Uyilo olu ulingelo ibonisa ukuba iqela control akusoloko omnye akukho tshintsho. Kunoko, maxa wambi iqela lolawulo lifumana i unyango ukuze ukwenza uthelekiso ngqo ukuba umbuzo uphando ifuna. Kuzo zonke iimeko, lezithuba ababhlokiweyo Iindaba Feed kusekho ezifumanekayo kubasebenzisi ngokusebenzisa ezinye iindawo website Facebook.
Kramer kunye nabo bafumana ukuba abathathi-nxaxheba kwi-owakhayo kuncitshiswa imeko, ipesenteji amazwi kuhlaziyo zabo iwonga lancipha kunye nepesenti amazwi elibi landa. Kwelinye icala, abathathi-nxaxheba kwi-izoyikiso kuncitshiswa imeko, ipesenti amazwi abandisiweyo kwaye ipesenti yamagama negative yehla (Figure 4.23). Nangona kunjalo, ezi ziphumo ayemancinane kakhulu: umahluko ngamazwi ezintle nezimbi phakathi konyango kunye nolawulo wayemalunga 1 1,000.
Umfanekiso 4.23: Ubungqina njengesifo ngokweemvakalelo (Kramer, Guillory, and Hancock 2014) . Ipesenti amazwi kunye namagama negative ngemeko zovavanyo. Imivalo ibonisa kuqikelelwa iimpazamo umgangatho.
Ndiye wabeka sengxoxo imiba yenzululwazi le ulingelo kwicandelo ngakumbi ukufunda ekupheleni kwesahluko, kodwa ngelishwa, le ulingelo yeyona waziwa ngokuba lokuvelisa ingxoxo yeenqobo. Kwiintsuku nje emva kweli phepha yapapashwa ngeeNkqubo National Academy of Sciences, kwabakho isikhalo omkhulu abasuka abaphandi kunye namaphephandaba. Ndilicukuceze ngeenxa iphepha ingqalelo iingongoma ezimbini eziphambili: 1) nxaxheba abazange ukunika nayiphi na imvume ngaphaya ngokwemigaqo-of-nkonzo umgangatho Facebook unyango ukuba ezinye ingcinga ukuze kwenzakalisa nxaxheba kunye 2) isifundo akazange kuke wesithathu-iqela yeenqobo ngokutsha (Grimmelmann 2015) . Imibuzo yeenqobo ephakanyiswe kule ngxoxo yabangela kwijenali ukuba ngokukhawuleza apapashe enqabileyo "ibinzana lohlelo inkxalabo" malunga yokuziphatha ngentsulungeko ngokutsha nenkqubo yophando (Verma 2014) . Kwiminyaka elandelayo, kwalingwa liye laqhubeka ukuba ube ngumthombo mpikiswano olunzulu kunye ngasonye, yaye kusenokwenzeka ukuba bathandabuze waba isiphumo esingacetywanga ukuqhuba kungena izithunzi nezinye experimenti ezininzi yenziwe ziinkampani (Meyer 2014) .
Njengoko ngemvelaphi ukuba malunga njengesifo beemvakalelo, Ngoku ndingathanda ukubonisa ukuba 3 R inako ibonisa eziphathekayo, ezinokuphucula izifundo yokwenene (nantoni nokuba ucinga ngokobuqu malunga zokuziphatha le zovavanyo ethile). Yokuqala R Buyisela: abaphandi kumele ukuba uzame endaweni umfuniselo ubuchule ezihlaselayo omnci yingozi, ukuba kunokwenzeka. Ngokomzekelo, kunokuba ibaleka ulingelo, abaphandi wayenokuba kakubi kwelinge yendalo. Njengoko kuchaziwe kwiSahluko 2, amalinge zendalo iimeko apho kukho into eyenzekayo kweli hlabathi esondeleyo sabelo random unyango (umzekelo, i leloto isigqibo sokuba ngubani oya kuba ndiye emkhosini). Okuhle kwelinge yendalo kukuba umphandi akunyanzelekanga ukuba ahlangule unyango; okusingqongileyo ntoni kuwe. Ngamanye amazwi, kunye ulingelo zemvelo, abaphandi kwakungayi kuba yimfuneko ukuba baziguqugule ngokomfuniselo abantu News Feeds.
Enyanisweni, phantse ngaxeshanye kunye Emotional njengesifo yolingelo, Coviello et al. (2014) waye bebeyisebenzisa yintoni kuthiwa Emotional njengesifo ilinge yendalo. indlela yabo, esebenzisa ubuchule ekuthiwa variables nezixhobo na isuntswana nzima ukuba Andizange ndibone ngaphambili. Ngoko ke, ukuze ukucacisa ukuba kutheni ibifuneka, makhe ukwakha ukuya kuyo. Ingcamango yokuqala yokuba abanye abaphandi kufuneka ukufunda njengesifo ngokweemvakalelo ingaba kukuyithelekisa izithuba yakho ngeentsuku apho News Feed yakho entle kakhulu izithuba yakho ngeentsuku apho News Feed yakho embi kakhulu. Le ndlela iya kuba kuhle ukuba injongo yaba nje ukuqikelela umxholo ngokweemvakalelo kwezithuba zenu, kodwa le ndlela yingxaki ukuba injongo kukuba ukufunda isiphumo woko ye News Feed yakho izithuba zenu. Ukuze ubone ingxaki nale uyilo, cinga Thanksgiving. EMelika, izithuba ezintle okuthile kunye nezithuba elibi sokulungelelanisa on Thanksgiving. Ngoko, kwi Thanksgiving, abaphandi babebona ukuba News Feed yakho entle kakhulu kwaye ukuba ngeposi izinto ezintle ngokunjalo. Kodwa, izithuba zakho enik zabangelwa weThanksgiving kungekhona okuqulethwe News Feed yakho. Kunoko, ukuze kuqikelelwe woko abaphandi isiphumo kufuneka into eguqula nomxholo News Feed yakho ngaphandle kokutshintsha ngqo iimvakalelo zakho. Ngethamsanqa, kukho into enjalo yonke yenzeka ixesha: imozulu.
Coviello kunye nabo bafumana loo mini ngemvula kwisixeko umntu ziya, ngokomyinge, ukunciphisa inani lezithuba ezintle malunga 1 ngepesenti kunye nokwandisa ngokuhambelanayo lezithuba awunayo malunga 1 ngepesenti. Emva koko, Coviello noogxa kakubi oku ukufunda njengesifo iimvakalelo ngaphandle kwesidingo ukwqhatha ngokomfuniselo nabani News Feed. Enyanisweni ukuba benza ntoni na umlinganiselo ukuba izithuba zakho kwachatshazelwa imozulu emizini abahlobo bakho bahlala kuyo. Ukuze ubone ukuba kutheni oku kwenza ngengqiqo, masithi ukuba uhlala City New York, kwaye wena nomhlobo ohlala eSeattle. Ngoku masithi ngenye imini iqala kuna eSeattle. Le mvula eSeattle akuyi kuchaphazela ngqo imo yakho, kodwa oko kuya kubangela News Feed wakho ukuba ezintle ngaphantsi nokungalungi ngenxa yezithuba umhlobo wakho. Ngoko, imvula yaseSeattle randomly iqhatha News Feed yakho. Khangela olu ncebiso ibe inkqubo lwamanani oluthembekileyo intsonkothile (kunye indlela ngqo esetyenziswa Coviello noogxa na isuntswana non-standard) ngoko ndiye ndibeke ufumane inkcazelo engakumbi kwicandelo ngakumbi ukufunda. Eyona nto ibalulekileyo ukuze ukhumbule malunga Coviello kunye nendlela asebenza ngayo kukuba kwabanceda ukuba bafunde njengesifo iimvakalelo ngaphandle kwesidingo sokusebenzisa ulingelo abanokufumana kakubi nxaxheba, yaye oko kunokuba njalo ukuba ezinye izicwangciso ezininzi uyakwazi endaweni imifuniselo namanye ubuchule.
Lesibini R 3 Lungisa: abaphandi kufuneka bafune zokuyiphucula unyango zabo ukuze enze umonakalo incinci kangangoko. Ngokomzekelo, kunokuba evalela umxholo ukuba mhlawumbi entle okanye embi, abaphandi usenokuba kwandise umxholo into entle okanye embi. Oku kuyilwa Yakha ukuba awuyitshintshanga isiqulatho ngokweemvakalelo-nxaxheba News Feeds, kodwa kwakuza ziqwalaselwe omnye inkxalabo yokuba abahlalutyi wavakalisa: ukuba experiments eyayisenokwenza nxaxheba ndiphoswe iinkcukacha ezibalulekileyo News Feed yabo. Kunye noyilo esetyenziswa Kramer kunye nabo, umyalezo ukuba kubalulekile njengoko kusenokwenzeka ukuba uvalekile ayihlambulukanga. Nangona kunjalo, apho uyilo Yakha, imiyalezo eyayiza babhaca kuba ezo ezibalulekileyo kakhulu.
Okokugqibela, le R wesithathu Ukunciphisa: abaphandi kumele ukuba uzame ukunciphisa inani nxaxheba zovavanyo zabo, ukuba kunokwenzeka. Kwixesha elidlulileyo, oku kwehliswa yenzeka ngokwendalo kuba iindleko eziguquguqukayo eCebisayo analog eliphakamileyo, leyo bayakhuthazwa uphando nokuphucula uyilo lwabo nohlalutyo. Noko ke, xa kukho data zero iindleko eziguquguqukayo, abaphandi musa bajongene isithintelo iindleko kubungakanani yamava babo, kwaye oku inako ukuba kukhokelele imifuniselo ngokungeyomfuneko ezinkulu.
Umzekelo, Kramer kunye nabo ukuba baye basebenzisa ulwazi pre-unyango malunga abathathi-ezifana njengoko wokuthumela pre-unyango ukuziphatha-ukwenza uhlalutyo kwabo kakuhle kakhulu. Ngokungakumbi, kunokuba ngokuthelekisa umlinganiselo amazwi kwimiqathango unyango kunye nolawulo, Kramer kunye noogxa bethu kuthelekiswa notshintsho ngokomlinganiselo amazwi phakathi kweemeko; indlela ngokuba umahluko-in-iiyantlukwano kwaye sinxulumene ngokusondeleyo kuyilo elingumxube mna esichazwe ekuqaleni kwisahluko (Figure 4.5). Oko, kuba nxaxheba ngamnye, abaphandi ekusenokuba wamdala utshintsho amanqaku (ukuziphatha post-unyango - ukuziphatha pre-unyango) kunye wathelekisa amanqaku utshintsho nxaxheba iimeko zonyango kunye nolawulo. Lo mahluko-in-iiyantlukwano ndlela kakuhle kakhulu ngokwamanani, nto leyo ethetha ukuba abaphandi zinokufikelela nentembelo efanayo manani usebenzisa iisampulu ezincinci kakhulu. Ngamanye amazwi, xa zokunganyangi nxaxheba afana "widgets", abaphandi zinako ukufumana uqikelelo nengqalileyo.
Ngaphandle kokuba data ekrwada kunzima ukwazi kakuhle kangakanani kakuhle ngakumbi umahluko-in-iiyantlukwano indlela iza kuba kule meko. Kodwa, Deng et al. (2013) bachaza ukuba bakwazi ukunciphisa umahluko koqikelelo babo malunga nama-50% ngo-eksperimenti ezintathu online kwi-Bing enjini yokukhangela, kwaye neziphumo ezifanayo ingxelo kwezinye eksperimenti intanethi Netflix (Xie and Aurisset 2016) . Le 50% unxaxho unciphiso ithetha ukuba abaphandi njengesifo Emotional ukuze baye ukugawula isampulu zabo kwisiqingatha ukuba bayisebenzisa kukho iindlela ezahlukileyo kancinane uhlalutyo. Ngamanye amazwi, kunye notshintsho omncinane kuhlalutyo, abantu 350,000 ukuze baye basinda inxaxheba kwalingwa.
Kule ndawo Mhlawumbi uyazibuza ukuba kutheni abaphandi kufuneka inkathalo xa abantu 350,000 ngo njengesifo Emotional ngokungeyomfuneko. Kukho iinkalo ezimbini oluthile njengesifo Emotional ezenza inkxalabo ngokobukhulu ngokugqithiseleyo efanelekileyo, kwaye ezi mpawu kwabelwana ngabo ezininzi digital eksperimenti endle: 1) kukho ukungaqiniseki malunga nokuba kwalingwa iya kwenzakalisa nxaxheba ubuncinane inxenye 2) inxaxheba wayengekho ngokuzithandela. Xa amalinge nezi mpawu zimbini kubonakala kuyacetyiswa ukugcina experiments ezincinane kangangoko kunokwenzeka.
Elokuphetha, eli ezintathu R's-Buyisela, Lungisa, nokunciphisa-ukubonelela zinemigaqo enokunceda abaphandi ukwakha yokuziphatha zibe amacebo zabo zovavanyo. Kakade ke, nganye kwezi tshintsho kunokwenzeka ukuba njengesifo Emotional wazisa urhwebo-kurhwebelwano. Umzekelo, ubungqina imifuniselo yendalo akusoloko sicoceke ubungqina imifuniselo lunomkhethe kunye nokunyusa kusenokwenzeka ukuba benkxaso nzima ukuphumeza kwe block. Ngoko ke, injongo ecebisa kwezi tshintsho lwesibini-ukuthelekelela izigqibo abanye abaphandi. Kunoko, ukuba abonise indlela ezintathu R ingadodobaliseka isetyenziswe kwimeko esengqiqweni.
