4.5.4 Uzakwethu nabanamandla
Ukubambisana kunganciphisa izindleko bese andise ngezinga, kodwa ongaguqula izinhlobo ababambiqhaza, zokwelapha, nemiphumela ongazisebenzisa.
Okunye ukuzenza ngokwakho kubambisana nenhlangano enamandla njengenkampani, uhulumeni, noma i-NGO. Inzuzo yokusebenzisana nomlingani wukuthi angakusiza ukuba uqalise izivivinyo ongenakuzenza wedwa. Isibonelo, esinye sezivivinyo engizokutshela ngazo ngezansi zibandakanye abahlanganyeli abayizigidi ezingu-61-akekho umcwaningi ngamunye ongafinyelela lelo zinga. Ngesikhathi esifanayo ukuthi ukubambisana kwandisa lokho ongakwenza, nakho kukucindezela. Isibonelo, izinkampani eziningi ngeke zikuvumele ukuthi uqalise ukuhlolwa okungalimaza ibhizinisi labo noma idumela labo. Ukusebenzisana nabalingani kusho nokuthi uma kufika isikhathi sokushicilela, ungase ube ngaphansi kwengcindezi yokuphinda uhlele kabusha imiphumela yakho, futhi abanye abalingani bangase bazame nokuvimba umsebenzi wakho uma kubonakala kubonakala kubi. Okokugcina, ukubambisana nakho kuza nezindleko ezihlobene nokuthuthukisa nokugcina le mibambano.
Inselele eyinhloko okumelwe ixazululwe ukwenza lokhu kubambisana kuphumelele ukuthola indlela yokulinganisela izintshisekelo zababini abathintekayo, futhi indlela ewusizo yokucabanga ngaleyo balance is Quadrant (Stokes 1997) . Abacwaningi abaningi bacabanga ukuthi uma besebenza okuthile okusebenzayo-into engase ibe nesithakazelo kumlingani-khona-ke ngeke bakwazi ukwenza isayensi yangempela. Le ngqondo izokwenza kube nzima kakhulu ukudala ubudlelwane obuphumelelayo, futhi futhi kwenzeka ukuthi ayiphutha ngokuphelele. Inkinga ngale ndlela yokucabanga ifanekisiswa ngendlela ephawulekayo ngophenyo lokuphambana nomzila we-biologist Louis Pasteur. Ngesikhathi eqhuba umsebenzi wokuvotela wezokuhweba ukuguqula ijusi le-beet ibe utshwala, uPasteur wathola iklasi elisha lezinyunyana ezincane ezagcina ziholela ekufundeni kwegciwane lesifo. Lokhu kutholakala kwaxazulula inkinga ewusizo kakhulu-kusize ukuthuthukisa inqubo yokuvutshelwa-futhi kwaholela ekuthuthukiseni okukhulu kwesayense. Ngakho-ke, kunokucabanga ngokucwaninga ngezicelo ezisebenzayo njengokungqubuzana nocwaningo lweqiniso lwezesayensi, kungcono ukucabanga ngalezi zilinganiso ezimbili ezihlukene. Ucwaningo lungashukunyiswa ukusetshenziswa (noma cha), futhi ucwaningo lungabheka ukuqonda okuyisisekelo (noma cha). Ngokweqile, olunye ucwaningo-olufana noPasteur-lungashukunyiswa ukusetshenziswa nokufuna ukuqonda okuyisisekelo (isibalo 4.17). Ukucwaninga kocwaningo lukaPasteur sika-Quadrant oluqhubekela phambili imigomo emibili-luhle kakhulu ekusebenzisaneni phakathi kwabacwaningi nabalingani. Njengoba inikezwe ngalesi sizinda, ngizochaza izifundo ezimbili zokuhlola ngokubambisana: eyodwa nenkampani kanye ne-NGO.
Umdwebo 4.17: Quadrant sikaPasteur (Stokes 1997) . Kunokuba ucabange ucwaningo njengokuthi "okuyisisekelo" noma "ukusetshenziswa," kungcono ukucabanga ngakho njengoba kushukunyiswa ukusetshenziswa (noma cha) nokufuna ukuqonda okuyisisekelo (noma cha). Isibonelo sokucwaninga ukuthi kokubili kushukunyiswa ukusetshenziswa futhi sifuna ukuqonda okuyisisekelo umsebenzi kaPasteur ekuguquleni i-beet juice ibe utshwala obuholela ekutheni i-germ theory yezifo. Lona uhlobo lomsebenzi olulungele ukusebenzisana nabanamandla. Izibonelo zomsebenzi okhuthazwa ukusetshenziswa kepha lokho akudingi ukuqonda okuyisisekelo kuvela kuTomas Edison, kanye nezibonelo zomsebenzi ezingashukunyiswa ukusetshenziswa kepha okufuna ukuqonda kuvela kuNiels Bohr. Bheka ama- Stokes (1997) ukuze uthole ingxoxo ephelele ngaloluhlaka futhi ngasinye salezi zimo. Kuthathwa kusuka Stokes (1997) , isibalo 3.5.
Izinkampani ezinkulu, ikakhulukazi izinkampani zezobuchwepheshe, zenze ingqalasizinda eyinkimbinkimbi kakhulu yokwenza izivivinyo eziyinkimbinkimbi. Embonini yezobuchwepheshe, lezi zivivinyo zivame ukubizwa ngokuthi yi-A / B ngoba ziqhathanisa ukusebenza kwezokwelapha ezimbili: A no B. Lezi zivivinyo zivame ukugijimela izinto ezifana nokukhula okukhulayo kumazinga okukhangisa, kepha ingqalasizinda efanayo yokuhlola ingabuye isetshenziselwe ucwaningo oluthuthukisa ukuqonda kwesayensi. Isibonelo esibonisa ukuthi kungenzeka yini lolu hlobo lokucwaninga isifundo esenziwe ngokubambisana phakathi kwabacwaningi e-Facebook naseYunivesithi yaseCalifornia, eSan Diego, ngemiphumela yemilayezo ehlukene ekuvukeni kwevoti (Bond et al. 2012) .
NgoNovemba 2, 2010-usuku lwamakhetho e-United States-bonke abasebenzisi abangu-61 be-Facebook ababehlala e-United States futhi abaneminyaka engu-18 nangaphezulu bahlanganyela ekuvivinyeni ngokuvota. Lapho bevakashela i-Facebook, abasebenzisi babekwa ngezikhathi ezithile zibe yiqembu elilodwa, okwenza ukuthi banini ibhanna (uma ikhona) ibekwa phezulu kwezindaba zabo zokudla (isibalo 4.18):
- iqembu lokulawula
- umlayezo wolwazi mayelana nokuvota nge inkinobho ethi "Ivotelwe" kanye ne-counter (Info)
- umlayezo olwaziswa mayelana nokuvota nge inkinobho ethi "Ivotelwe" kanye namakheli kanye namagama nezithombe zabangane babo ababesevele bachofoze "I-Voted" (Info + Social)
Isibambisene nabo osebenza nabo bahlolisise imiphumela emibili eyinhloko: kubika ukuziphatha kokuvota nokuziphatha okwenziwe ngokuvota. Okokuqala, bathole ukuthi abantu eQembu le-Info + Social babe cishe amaphuzu amaphesenti amabili kunabantu abakuqembu le-Info ukuze uchofoze "Ngivotelwe" (cishe ngo-20% kuya kwe-18%). Ngaphezu kwalokho, ngemuva kokuba abacwaningi bahlanganise idatha yabo ngamarekhodi okuvota esidlangalaleni abantu abangaba yizigidi eziyisithupha bathole ukuthi abantu e-Info + Social Social babe ngamaphesenti angu-0.39 angaphezu kwamaphesenti anguvoti okwedlula ukwedlula iqembu elilawulayo nokuthi abantu eqenjini le-Info kwakungenakuvota ukuvotela njengaleyo eqenjini lokulawula (isibalo 4.18).
Umdwebo 4.18: Imiphumela evela ekuhlolweni kokuphuma kokuvota ku-Facebook (Bond et al. 2012) . Abahlanganyeli eqenjini le-Info bavote ngesilinganiso esifanayo nalabo abasesigabeni sokulawula, kodwa abantu kuQembu le-Info + Social bavotela ngesilinganiso esiphezulu. Amabhara amelela ukulinganisa okungu-95%. Imiphumela egrafini yilabo abathintekayo abayizigidi eziyisithupha abafanelwe namarekhodi wokuvota. Ilandelwe kusuka ku- Bond et al. (2012) , isibalo 1.
Imiphumela yalolu cwaningo ibonisa ukuthi imilayezo ethile yokuthola i-intanethi iphumelela kangcono kunabanye nokuthi ukulinganisa komcwaningi wokusebenza kungancika ngokuthi ngabe umphumela ubikwe ukuvota noma ukuvota okwenziwe ngempela. Lokhu kuhlolwa ngeshwa akunikezi izinkomba mayelana nezinqubo lapho ulwazi lwezenhlalakahle-abanye abacwaningi abadlale ngalo ngokuthi "ubuso obunzima" -ukunciphisa ukuvota. Kungenzeka ukuthi ulwazi lwezenhlalakahle lwandise amathuba okuba omunye umuntu aqaphele ibhanna noma ukuthi yandisa amathuba okuthi umuntu oqaphele ibhanna empeleni uvote noma bobabili. Ngakho-ke, lokhu kuhlolwa kunikeza ukutholwa okuthakazelisayo ukuthi abanye abacwaningi bazohlola (bheka, isib, i- Bakshy, Eckles, et al. (2012) ).
Ngaphezu kokuthuthukiswa kwezinhloso zabacwaningi, lo mzamo uphinde waqhubekela phambili umgomo wenhlangano yabalingani (i-Facebook). Uma ushintsha ukuziphatha okufundwayo ngokuvota ukuthenga isepha, ungabona ukuthi isifundo sinesakhiwo esifanayo njengendlela yokuzama ukukala umphumela wezikhangiso eziku-intanethi (bheka isib. RA Lewis and Rao (2015) ). Lezi zifundo zempumelelo yokukhangisa zivame ukulinganisa umphumela wokuvezwa kwezikhangiso eziku-inthanethi-ukwelashwa ku- Bond et al. (2012) ngokuyisisekelo izikhangiso zokuvota-ekuziphatheni okungaxhunyiwe ku-intanethi. Ngakho-ke, lolu cwaningo lungathuthukisa ikhono lika-Facebook lokutadisha ukuphumelela kwezikhangiso ze-intanethi futhi kungasiza u-Facebook ukuba akhombise abakhangisi ukuthi izikhangisi ze-Facebook ziphumelela ekushintsheni ukuziphatha.
Ngisho noma izithakazelo zabacwaningi kanye nabalingani bezibandakanya kakhulu kulolu cwaningo, zangezinye izingxabano. Ngokuyinhloko, ukwabiwa kwabahlanganyeli emaqenjini amathathu-ukulawula, Ulwazi, nolwazi + lwezenhlalakahle-kwakungekho okungalinganisani: 98% yesampula yabelwe i-Info + Social. Lesi sabelo esingalinganiselwe sinobalo esingafaneleki, futhi isabelo esingcono kakhulu sabacwaningi besizoba nesithathu kwabathintekayo eqenjini ngalinye. Kodwa isabelo esingalingani senzekile ngoba i-Facebook yayifuna wonke umuntu athole ulwazi lwe-Info + Social. Ngenhlanhla, abacwaningi bababambe ukuthi bangabamba 1% ngenxa yokwelapha okuhlobene no-1% wabahlanganyeli eqenjini lokulawula. Ngaphandle kweqembu lokulawula, bekungeke kwenzeke ukuthi kungenakwenzeka ukukala umphumela we-Info + Treatment Social ngoba bekuyoba "ukuhlolwa kwe-perturb nokugcina" kunokuhlola okungahleliwe okulawulwa ngokungahleliwe. Lesi sibonelo sinikeza isifundo esibalulekile esiwusizo sokusebenzisana nabalingani bethu: ngezinye izikhathi udala ukuhlolwa ngokukholisa umuntu ukuthi akhiphe ukwelashwa futhi ngezinye izikhathi udala ukuhlolwa ngokukholisa umuntu ukuthi angabuyi ukwelashwa (okungukuthi, ukwakha iqembu lokulawula).
Ukubambisana akudingeki njalo ukubandakanya izinkampani zezobuchwepheshe nokuhlolwa kwe-A / B ngezigidi zabahlanganyeli. Ngokwesibonelo, u-Alexander Coppock, u-Andrew Guess noJohn Ternovski (2016) babambisana ne-NGO-i-League of Conservation Voters-ukuqhuba izivivinyo ukuhlola amasu ahlukene okukhuthaza ukugqugquzela umphakathi. Abacwaningi basebenzisa i-akhawunti ye-NGO ye-Twitter ukuthumela ama-tweets womphakathi kanye nemilayezo eqondile eqondile eyazama ukuqala izinhlobo ezahlukene zobunikazi. Bese sebekala ukuthi yiyiphi yale miyalezo ephumelela kakhulu ekukhuthazeni abantu ukuthi basayine isicelo nokucela ulwazi nge-retweet mayelana nesicelo.
| Isihloko | Izinkomba |
|---|---|
| Umphumela we-Facebook News Feed ngokukwabelana ngolwazi | Bakshy, Rosenn, et al. (2012) |
| Umphumela wokungaziwa ngokuzikhethela ekuphatheni kwiwebhusayithi yokuphola inthanethi | Bapna et al. (2016) |
| Imiphumela Yemibiko Yamandla Ekhaya mayelana nokusetshenziswa kukagesi | Allcott (2011) ; Allcott and Rogers (2014) ; Allcott (2015) ; Costa and Kahn (2013) ; Ayres, Raseman, and Shih (2013) |
| Imiphumela yesakhiwo sohlelo lokusebenza ekusakazeni kwegciwane | Aral and Walker (2011) |
| Umphumela wendlela yokusabalalisa ngokusabalalisa | SJ Taylor, Bakshy, and Aral (2013) |
| Imiphumela yolwazi lomphakathi ezikhangisweni | Bakshy, Eckles, et al. (2012) |
| Imiphumela yenkinga yamaklayenti ekuthengiseni ngokusebenzisa ikhathalogi kanye ne-intanethi ngezinhlobo ezahlukene zamakhasimende | Simester et al. (2009) |
| Umphumela wolwazi lokuthandwa ngezicelo zokusebenza ezingase zibe khona | Gee (2015) |
| Imiphumela yokulinganisa kokuqala kokuthandwa | Muchnik, Aral, and Taylor (2013) |
| Umthelela wokuqukethwe komlayezo ekuhlanganiseni kwezombusazwe | Coppock, Guess, and Ternovski (2016) |
Ngokubanzi, ukusebenzisana nabanamandla kunika amandla kuwe ukusebenza esikalini esilula ukukwenza, futhi ithebula 4.3 linikeza ezinye izibonelo zokusebenzisana phakathi kwabacwaningi nezinhlangano. Ukubambisana kungaba lula kunokuzakhela ukuhlolwa kwakho. Kodwa lezi zinzuzo ziza nezingozi: ukubambisana kunganciphisa izinhlobo zabahlanganyeli, izifo, nemiphumela ongayifunda. Ngaphezu kwalokho, lokhu kubambisana kungaholela ezinseleleni zokuziphatha. Indlela engcono kakhulu yokubona ithuba lokusebenzisana ukuqaphela inkinga yangempela ongayiphendula ngenkathi wenza isayensi ezithakazelisayo. Uma ungasetshenzisiwe ngale ndlela yokubuka umhlaba, kungaba nzima ukubona izinkinga ku-Quadrant kaPasteur, kodwa, ngokuzijwayeza, uzoqala ukuwabona ngokuningi.
