4.6.2 Miselela, kangcono, futhi Nciphisa
Yenza sokuhlolwa kwakho nomusa kakhudlwana ngokufaka esikhundleni nemaresiphi ezifundweni non-ocwaningayo, kokululungisa zokwelapha, nokunciphisa inani labamba iqhaza.
Ucezu yesibili izeluleko ukuthi ngingathanda ukubuya ukunikela mayelana ukuklama nemaresiphi digital siphathelene izimiso zokuhle. Njengoba Restivo futhi van de Rijt ukuhlolwa barnstars e Wikipedia imibukiso, bancipha izindleko kusho ukuthi ukuziphatha izoba yingxenye nakakhulu of design ucwaningo. Ngaphezu letinhlaka zesimilo eziqondisayo izikhonzi womuntu ucwaningo ukuthi ngizobuya ukuchaza eSahlukweni 6, abacwaningi ukuklama kwenziwa ucwaningo digital kungabuye ukudweba phezu imibono zesimilo emthonjeni ohlukile ukukhanyiselwa: the nezimiso zokuziphatha athuthukiswe ukukuqondisa nemaresiphi okwakuhilela izilwane. Ikakhulu, abo encwadini oluyingqophamlando Izimiso Humane Technique Kusahlolwa, Russell and Burch (1959) ehlongozwayo ezimisweni ezintathu okufanele ziqondise ucwaningo animal: Miselela, kangcono, futhi Nciphisa. I ungathanda ukuphakamisa ukuthi lungasetshenziswa-in a kancane modified laba abathathu R sika ifomu ukukuqondisa design ucwaningo womuntu. Ngokuqondene,
- Esikhundleni: Miselela kwenziwa ucwaningo nge izindlela kancane koda uma kungenzeka
- Cwenga: Cwenga ekwelapheni ukuze alenze ingozi ngangokunokwenzeka
- Nciphisa: Ukunciphisa inani labamba iqhaza ekuhlolweni kwakho ngangokunokwenzeka
Ukuze enze ukhonkolo amathathu la R futhi zibonisa indlela bangakwazi okunamandla kuholele kangcono futhi nomusa ngaphezulu design ocwaningayo, ngizobuya ukuchaza online insimu ukuhlola ekhiqizwa mpikiswano zokuziphatha. Bese ngizobuya ukuchaza indlela R abathathu izinguquko ukhonkolo esisebenzayo design ukuhlola.
Omunye kakhulu ngokuziphatha kwaphikiswana yasensimini digital nemaresiphi kuyinto "Contagion Emotional," okusho lwenziwe Adamu Kramer, Jamie Gillroy, futhi uJeffrey Hancock (2014) . Ucwaningo lwenzeka on Facebook futhi wayeshukunyiswa ukuxuba imibuzo yesayensi ezingokoqobo. Ngaleso sikhathi, indlela evelele kunazo zonke ukuthi abasebenzisi baxhumene Facebook kwaba Okuphakelayo News, isethi algorithmically zikhethwa Facebook ozibhalile kusuka lomsebenzisi Facebook abangane. Abanye abagxeki Facebook zazisikisele ngoba Okuphakelayo Izindaba has ikakhulu emihle izikhala-abangane ebukisa yabo yakamuva party-kungase kubangele abasebenzisi ukuzizwa ngidabukile ngenxa izimpilo zabo zibonakala kancane okuthakazelisayo uma iqhathaniswa nawo. Ngakolunye uhlangothi, mhlawumbe umphumela ncamashi okuphambene; mhlawumbe ebona umngani wakho bayozijabulisa okungakwenza uzizwe ujabule? Ukuze kusingathwe lezi ukuncintisana hypothesis-futhi ukuze athuthukise ukuzwisisa kwethu indlela imizwelo yomuntu uthintwe abangane bakhe imizwelo-Kramer kanye nozakwabo wagijima UCWANINGO. Abacwaningi ibekwe abasebenzisi mayelana 700.000 zibe izigaba ezine isonto elilodwa: a "engemihle sinciphile" iqembu, elingafunwa izikhala ngamazwi negative (isib, sad) base nemiyalezo ivinjiwe evele Okuphakelayo News; a "unethemba sinciphile" iqembu engibathandayo izikhala ngamazwi emihle (isib, happy) base beneziteshi ngezikhathi vinjwa; namaqembu amabili control. In the group control for the "engemihle sinciphile" iqembu, okuythunyelwe ngezikhathi ivinjiwe ngesilinganiso esifanayo njengoba "engemihle sinciphile" iqembu kodwa ngaphandle kwekubuka okuqukethwe ngokomzwelo. Leli qembu control for the "unethemba sinciphile" iqembu kwakhiwa a fashion parallel. Umklamo yomzamo ibonisa ukuthi control ezifanele njengeqembu noyedwa kungabikho izinguquko njalo. Kunalokho, ngezinye izikhathi iqembu control ithola ukwelashwa ukuze adale ngokumadanisa eqondile ukuthi umbuzo ucwaningo kudinga. Kuzo zonke izimo, izikhala okuvinjiwe kusukela Okuphakelayo Izindaba zazisekhona atholakale abasebenzisi ngokusebenzisa ezinye izingxenye website Facebook.
Kramer kanye nozakwabo yathola ukuthi ukuze ababambiqhaza in the unethemba encishisiwe isimo, iphesenti amazwi omuhle izibuyekezo isimo sabo ngokuphathelene negciwane bancipha kanye iphesenti amazwi negative lenyuka. Ngakolunye uhlangothi, abahlanganyeli esimweni engemihle encishisiwe, iphesenti amazwi emihle anda futhi iphesenti amazwi ongemuhle bancipha (Figure 4.23). Nokho, le miphumela ayemancane impela: umehluko amazwi emihle nemibi phakathi zokwelapha kanye nezilawuli wayeneminyaka engaba ngu-1 ngamazwi 1,000.
Figure 4,23: Bufakazi esithathelwanayo ngokomzwelo (Kramer, Guillory, and Hancock 2014) . Amaphesenti amazwi emihle futhi amazwi ezingezinhle isimo zokuhlola. Inkantini ajamele kulinganiselwa amaphutha standard.
Ngiye wafaka ingxoxo izici zesayensi yomzamo in the eminye esigabeni ukufundwa ekupheleni kwesahluko, kodwa ngeshwa, lokhu waziwa kakhulu odala mpikiswano zokuziphatha. Ngemva kwezinsuku ezimbalwa le iphepha yanyatheliswa kuyi ekuqhubeni National Academy of Sciences, kwakukhona ukukhala ezinkulukazi esusela abacwaningi kanye nabezindaba. Uvusa emhlabeni iphepha egxile amaphuzu amabili ayinhloko: 1) abahlanganyeli awunikelanga imvume ngaphesheya standard Facebook imigomo-of-service ngoba ukwelashwa abanye bacabanga kungase kubangele tinkhinga abahlanganyeli kanye 2) nesifundo wayengazange ngihlinzwe third-party zesimilo ukubuyekeza (Grimmelmann 2015) . Imibuzo zesimilo okuxoxwa ngazo kulesi mpikiswano kuso zabangela ukuba umagazini ngokushesha ukushicilela ezingavamile "Inkulumo isihloko ukukhathazeka" mayelana nendlela yokuziphatha kanye ethical review inqubo yocwaningo (Verma 2014) . Eminyakeni eyalandela, ukuhlolwa uye waqhubeka uyimbangela yempikiswano okukhulu nokungezwani, futhi kungenzeka ukuthi lokhu nokungaboni ngaso linye wawusiza ongahlosiwe ukushayela ku ithunzi nezinye ucwaningo ukuthi ziyenziwa yizinkampani (Meyer 2014) .
Ngenxa yalezi mayelana Contagion Emotional, ngizothanda ukukhombisa ukuthi 3 R sika lingasikisela ukhonkolo, ngcono nesisebenzayo izifundo real (whatever ungase uqobo lwakho ucabanga mayelana izimiso lesi silingo ethile). Esokuqala R esikhundleni: Abacwaningi kufanele afune ukuba ungene esikhundleni kwenziwa ucwaningo nge amasu kancane koda futhi okuyingozi, uma kungenzeka. Ngokwesibonelo, kunokuba egijima UCWANINGO, abacwaningi abakwazanga ziye zasizakala sokuhlolwa yemvelo. Njengoba kuchazwe eSahlukweni 2, ucwaningo zemvelo izimo lapho kwenzeka okuthile emhlabeni okulingana sabelo okungahleliwe zokwelapha (isib, lottery lokunquma ukuthi ngubani uzobe yahlelwa empini). Buhle sokuhlolwa yemvelo wukuthi umcwaningi akanayo okukhulula zokwelapha; imvelo uyakwenza lokho wena. Ngamanye amazwi, ephethe experiment yemvelo, abacwaningi Wayengeke adinge ukuba Ucwaningo lokuxhaphaza abantu News Okuphakelayo.
Eqinisweni, cishe kanyekanye ne Emotional Contagion experiment, Coviello et al. (2014) owayefuna ukusizakala ngaleli lokho kungase kubizwe i Emotional Contagion experiment zemvelo. indlela yabo, esebenzisa inqubo ebizwa ngokuthi eziguquguqukayo instrumental, kancane inkimbinkimbi uma angikaze ngimbone it ngaphambi. Ngakho, ukuze achaze ukuthi kungani kwakudingeka khona, ake ukwakha kuwo. Umqondo wokuqala ukuthi abanye abacwaningi kungase kudingeke ukutadisha esithathelwanayo ngokomzwelo bekuyoba ukuqhathanisa okuthunyelwe kwakho ngezinsuku lapho Izindaba zakho Okuphakelayo wawumuhle kakhulu okuthunyelwe kwakho ngezinsuku lapho Izindaba zakho Okuphakelayo kwaba omubi kakhulu. Le ndlela kwakuyoba into enhle uma mgomo nje ukubikezela okuqukethwe ngokomzwelo okuthunyelwe kwakho, kodwa le ndlela eziyinkinga uma umgomo ukutadisha umphumela esiyimbangela ye News yakho Okuphakelayo kokuthunyelwe kwakho. Ukuze ubone inkinga nale design, cabangela Thanksgiving. E-US, izikhala omuhle spike futhi izikhala ongemuhle lehle on Thanksgiving. Ngakho, ngo-Thanksgiving, abacwaningi wayebona ukuthi Izindaba zakho Okuphakelayo wawumuhle kakhulu futhi odongeni uhlome izinto ezinhle kanye. Kodwa, okuthunyelwe kwakho kukuhle wayengase ziye okubangelwa Thanksgiving hhayi nge okuqukethwe News yakho Okuphakelayo. Kunalokho, ukuze ukulinganisa esiyimbangela umphumela abacwaningi kudingeka into eshintsha okuqukethwe Izindaba zakho Okuphakelayo ngaphandle kokushintsha imizwelo yakho ngqo. Ngenhlanhla, kukhona into efana naleyo okwenzekayo sonke isikhathi: isimo sezulu.
Coviello kanye nozakwabo yathola ukuthi ngosuku lwemvula edolobheni kothile ngeke, ngokwesilinganiso, wehlise inani izikhala akhayo engaba ngu-1 iphesenti iphuzu futhi andise inani izikhala azizinhle engaba ngu-1 Amaphesenti iphuzu. Bese, Coviello kanye nozakwabo wasizakala leli qiniso ukutadisha esithathelwanayo ngokomzwelo ngaphandle isidingo Ucwaningo lokuxhaphaza News Feed lothile. Empeleni lokho abakwenza kuyinto ngesilinganiso indlela okuthunyelwe kwakho uthintwe sezulu emadolobheni lapho abangane bakho baphile. Ukuze ubone ukuthi kungani lokhu kwenza umqondo, zicabange uhlala eNew York City futhi unomngane ohlala e Seattle. Manje ake sithi ngolunye usuku iqala ukuna in Seattle. Lokhu imvula e Seattle ngeke kungithinte kwemizwa yakho, kodwa kuzobangela Izindaba zakho Okuphakelayo ukuba ngaphansi emihle nemibi ngenxa izikhala umngane wakho. Ngakho, imvula Seattle ngezikhathi manipulates News yakho Okuphakelayo. Ukuvula lokhu umuzwa ube nenqubo kwezibalo nokunokwethenjelwa inkimbinkimbi (kanye nendlela esiqondile olusetshenziswa Coviello kanye nozakwabo kancane non-standard) ngakho Ngiye wafaka ingxoxo eningiliziwe in the eminye esigabeni kufundwa. Into ebaluleke kakhulu ukukhumbula mayelana Coviello nendlela uzakwabo liwukuthi kwenza ukuba bafunde esithathelwanayo ngokomzwelo ngaphandle isidingo uqalisa ukuhlola engase ukulimaza ababambiqhaza, futhi kungase kube njalo ukuthi kwamanye izilungiselelo eziningi Ungazi buyisela nemaresiphi nabanye amasu.
Lesibili R 3 Cwenga: Abacwaningi kufanele sifune zizilungise imithi yabo ukuze abangele umonakalo kulencane okunokwenzeka. Ngokwesibonelo, kunokuba luvimbe okuqukethwe ukuthi kungaba emihle noma emibi, abacwaningi babengase baye ngomfutho okuqukethwe okukade emihle noma emibi. Lokhu design ekufukuleni ngabe ushintshe okuqukethwe okungokomzwelo okwakubangelwa ababambiqhaza News Feeds, kodwa ngabe kubhekwane omunye ukukhathalela abagxeki wazwakalisa: ukuthi ucwaningo babekwazi ziye zabangela abahlanganyeli miss izinto ezibalulekile News yabo Okuphakelayo. With the design olusetshenziswa Kramer kanye nozakwabo, umyalezo wokuthi kubalulekile Kunjengoba kungenteka ivinjiwe ngokuthi cha. Nokho, nge design ekufukuleni, imiyalezo laliyodluliselwa abangenamakhaya kuyoba yilabo ukuthi kangako.
Ekugcineni, owesithathu R Nciphisa: Abacwaningi kumele ezizama ukunciphisa inani labamba iqhaza ekuhlolweni kwabo, uma kungenzeka. Esikhathini esidlule, le ukuncishiswa kwenzeka ngokwemvelo ngoba izindleko variable ucwaningo analog yayiphezulu, okuyinto bakhuthazwa ucwaningo nokwandisa design yabo kanye nokuhlaziywa. Nokho, lapho kukhona zero nedatha yezindleko variable, abacwaningi musa babhekene umkhawulo izindleko ngobukhulu lokuhlolwa kwabo, futhi lokhu unakho ukuba ahole kukubuka ngokungadingekile ezinkulu.
Ngokwesibonelo, Kramer kanye nozakwabo wayengasebenzisa inani pre-ukwelashwa ngabahlanganyeli-ezifana yabo njengoba pre-ukwelashwa ukuthumela okushayisanayo ukuziphatha-ukwenza ucwaningo lwabo othe xaxa. Ngini ngokuqondile, kunokuthi ngokuqhathanisa ingxenye yamazwi omuhle ukwelashwa kanye nokulawula izimo, Kramer kanye nozakwabo ayengase abe kuqhathaniswa ushintsho inani amazwi emihle phakathi kwezimo; indlela ovame ukubizwa ngokuthi okuyinto esihlobene design engaya ezichazwe ekuqaleni isahluko (Figure 4.5) umehluko-e-linye futhi. Lokho, ngoba umuntu ngamunye owayekhona, abacwaningi babengase baye wadala ushintsho amaphuzu (post-ukwelashwa ukuziphatha - pre-ukwelashwa ukuziphatha) bese beqhathanisa ushintsho izikolo labahlanganyeli ukwelashwa kanye nokulawula izimo. Lokhu umehluko-in-ukungezwani ndlela esebenza kahle kakhulu wezibalo, okusho ukuthi abacwaningi ingafinyelela ukuqiniseka okufanayo ezibalo usebenzisa amasampula sincane kakhulu. Ngamanye amazwi, by hhayi ukusiphatha ababambiqhaza njengo "amawijethi", abacwaningi ngokuvamile tilinganiso oluqonde kakhulu.
Ngaphandle kokuba idatha okuluhlaza kunzima ukwazi kahle ukuthi iyashelela umehluko-in-umehluko indlela bekungaba bebelokhu kuleli cala. Kodwa, Deng et al. (2013) ibike ukuthi ucwaningo ezintathu inthanethi kwi-Bing search engine bakwazi ukunciphisa ukuhluka of izilinganiso zabo ngamaphesenti angaba ngu-50%, kanye nemiphumela efanayo Kuye kwabikwa ngoba abanye kwenziwa ucwaningo kuyi-Internet kuleli Netflix (Xie and Aurisset 2016) . Lokhu 50% ukuhluka ukuncishiswa kusho ukuthi yokuba Emotional Contagion abacwaningi baye bakwazi ukuba usike isampula wabo isigamu uma wayesebenzise izindlela athe ukuhluka analysis. Ngamanye amazwi, ne ushintsho elincane lase analysis, abantu 350,000 kungenzeka akathunyelwa iqhaza ekuhlolweni.
Kuleli qophelo ungase uzibuze ukuthi kungani abacwaningi kufanele banakekele uma abantu 350,000 zazisesandleni Contagion Emotional ngokungadingekile. Zikhona izici ezimbili oluthile Contagion Emotional ezenza ukukhathazeka ubungako ngokweqile ezifanele, futhi lezi zici asetshenziswa abaningi digital endle nemaresiphi: 1) kukhona ukungabaza ngokuthi ukuhlola kungadala umonakalo okungenani ezinye abahlanganyeli kanye 2) iqhaza wayengekho yokuzithandela. Ekuhloleni nalezi izici ezimbili kubonakala uyelulekwa ukugcina ucwaningo njengoba encane ngangokunokwenzeka.
Ekuphetheni, laba bobathathu R's-Miselela, Cwenga, futhi sinciphise-ukunikeza izimiso ezingasisiza abacwaningi ukwakha izimiso zokuhle ku imiklamo yabo zokuhlola. Yiqiniso, ngasinye salezi zinguquko kungenzeka ukuba Contagion Emotional wethula ukudela okuthile. Ngokwesibonelo, ubufakazi kusukela ekuhlolweni yemvelo akuyona inkinga njalo njengoba uhlanzekile ubufakazi kusukela ekuhlolweni randomized futhi andisa Kungenzeka ukuthi kunzima logistically liqalise kuka block. Ngakho, inhloso yaleli esikisela lezi zinguquko kwakungamelwe wesibili ukuqagela izinqumo yezinye abacwaningi. Kunalokho, babehlose ukunikeza ezibonisa indlela ezintathu R angase asetshenziswe ngendlela isimo namaqiniso.
