[Script Info] Title: [Events] Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text Dialogue: 0,0:00:01.09,0:00:03.58,Default,,0000,0000,0000,,So whenever I visit a school\Nand talk to students, Dialogue: 0,0:00:03.60,0:00:05.75,Default,,0000,0000,0000,,I always ask them the same thing: Dialogue: 0,0:00:06.75,0:00:08.19,Default,,0000,0000,0000,,Why do you Google? Dialogue: 0,0:00:08.62,0:00:12.02,Default,,0000,0000,0000,,Why is Google the search engine\Nof choice for you? Dialogue: 0,0:00:12.86,0:00:15.41,Default,,0000,0000,0000,,Strangely enough, I always get\Nthe same three answers. Dialogue: 0,0:00:15.43,0:00:17.47,Default,,0000,0000,0000,,One, "Because it works," Dialogue: 0,0:00:17.49,0:00:20.40,Default,,0000,0000,0000,,which is a great answer;\Nthat's why I Google, too. Dialogue: 0,0:00:20.42,0:00:22.46,Default,,0000,0000,0000,,Two, somebody will say, Dialogue: 0,0:00:22.48,0:00:25.12,Default,,0000,0000,0000,,"I really don't know of any alternatives." Dialogue: 0,0:00:25.71,0:00:28.84,Default,,0000,0000,0000,,It's not an equally great answer\Nand my reply to that is usually, Dialogue: 0,0:00:28.86,0:00:30.78,Default,,0000,0000,0000,,"Try to Google the word 'search engine,' Dialogue: 0,0:00:30.80,0:00:33.21,Default,,0000,0000,0000,,you may find a couple\Nof interesting alternatives." Dialogue: 0,0:00:33.23,0:00:35.33,Default,,0000,0000,0000,,And last but not least, thirdly, Dialogue: 0,0:00:35.35,0:00:38.66,Default,,0000,0000,0000,,inevitably, one student will raise\Nher or his hand and say, Dialogue: 0,0:00:38.68,0:00:43.87,Default,,0000,0000,0000,,"With Google, I'm certain to always get\Nthe best, unbiased search result." Dialogue: 0,0:00:45.16,0:00:51.66,Default,,0000,0000,0000,,Certain to always get the best,\Nunbiased search result. Dialogue: 0,0:00:53.09,0:00:55.48,Default,,0000,0000,0000,,Now, as a man of the humanities, Dialogue: 0,0:00:55.50,0:00:57.69,Default,,0000,0000,0000,,albeit a digital humanities man, Dialogue: 0,0:00:57.71,0:00:59.45,Default,,0000,0000,0000,,that just makes my skin curl, Dialogue: 0,0:00:59.47,0:01:04.36,Default,,0000,0000,0000,,even if I, too, realize that that trust,\Nthat idea of the unbiased search result Dialogue: 0,0:01:04.38,0:01:08.24,Default,,0000,0000,0000,,is a cornerstone in our collective love\Nfor and appreciation of Google. Dialogue: 0,0:01:08.66,0:01:12.92,Default,,0000,0000,0000,,I will show you why that, philosophically,\Nis almost an impossibility. Dialogue: 0,0:01:12.94,0:01:16.19,Default,,0000,0000,0000,,But let me first elaborate,\Njust a little bit, on a basic principle Dialogue: 0,0:01:16.22,0:01:19.33,Default,,0000,0000,0000,,behind each search query\Nthat we sometimes seem to forget. Dialogue: 0,0:01:19.85,0:01:21.93,Default,,0000,0000,0000,,So whenever you set out\Nto Google something, Dialogue: 0,0:01:21.96,0:01:25.88,Default,,0000,0000,0000,,start by asking yourself this:\N"Am I looking for an isolated fact?" Dialogue: 0,0:01:26.33,0:01:29.50,Default,,0000,0000,0000,,What is the capital of France? Dialogue: 0,0:01:29.52,0:01:31.94,Default,,0000,0000,0000,,What are the building blocks\Nof a water molecule? Dialogue: 0,0:01:31.97,0:01:34.31,Default,,0000,0000,0000,,Great -- Google away. Dialogue: 0,0:01:34.33,0:01:37.45,Default,,0000,0000,0000,,There's not a group of scientists\Nwho are this close to proving Dialogue: 0,0:01:37.48,0:01:39.47,Default,,0000,0000,0000,,that it's actually London and H30. Dialogue: 0,0:01:39.50,0:01:41.87,Default,,0000,0000,0000,,You don't see a big conspiracy\Namong those things. Dialogue: 0,0:01:41.89,0:01:43.43,Default,,0000,0000,0000,,We agree, on a global scale, Dialogue: 0,0:01:43.45,0:01:46.18,Default,,0000,0000,0000,,what the answers are\Nto these isolated facts. Dialogue: 0,0:01:46.20,0:01:51.50,Default,,0000,0000,0000,,But if you complicate your question\Njust a little bit and ask something like, Dialogue: 0,0:01:51.52,0:01:54.21,Default,,0000,0000,0000,,"Why is there\Nan Israeli-Palestine conflict?" Dialogue: 0,0:01:54.98,0:01:57.62,Default,,0000,0000,0000,,You're not exactly looking\Nfor a singular fact anymore, Dialogue: 0,0:01:57.64,0:01:59.48,Default,,0000,0000,0000,,you're looking for knowledge, Dialogue: 0,0:01:59.50,0:02:02.08,Default,,0000,0000,0000,,which is something way more\Ncomplicated and delicate. Dialogue: 0,0:02:02.60,0:02:04.15,Default,,0000,0000,0000,,And to get to knowledge, Dialogue: 0,0:02:04.17,0:02:07.20,Default,,0000,0000,0000,,you have to bring 10 or 20\Nor 100 facts to the table Dialogue: 0,0:02:07.23,0:02:10.20,Default,,0000,0000,0000,,and acknowledge them and say,\N"Yes, these are all true." Dialogue: 0,0:02:10.23,0:02:11.90,Default,,0000,0000,0000,,But because of who I am, Dialogue: 0,0:02:11.93,0:02:14.20,Default,,0000,0000,0000,,young or old, black or white,\Ngay or straight, Dialogue: 0,0:02:14.22,0:02:15.83,Default,,0000,0000,0000,,I will value them differently. Dialogue: 0,0:02:15.86,0:02:17.54,Default,,0000,0000,0000,,And I will say, "Yes, this is true, Dialogue: 0,0:02:17.57,0:02:19.68,Default,,0000,0000,0000,,but this is more important\Nto me than that." Dialogue: 0,0:02:19.70,0:02:21.70,Default,,0000,0000,0000,,And this is where it becomes interesting, Dialogue: 0,0:02:21.72,0:02:23.86,Default,,0000,0000,0000,,because this is where we become human. Dialogue: 0,0:02:23.89,0:02:26.88,Default,,0000,0000,0000,,This is when we start\Nto argue, to form society. Dialogue: 0,0:02:26.91,0:02:30.27,Default,,0000,0000,0000,,And to really get somewhere,\Nwe need to filter all our facts here, Dialogue: 0,0:02:30.29,0:02:32.85,Default,,0000,0000,0000,,through friends and neighbors\Nand parents and children Dialogue: 0,0:02:32.87,0:02:34.90,Default,,0000,0000,0000,,and coworkers and newspapers\Nand magazines, Dialogue: 0,0:02:34.93,0:02:38.01,Default,,0000,0000,0000,,to finally be grounded in real knowledge, Dialogue: 0,0:02:38.03,0:02:42.08,Default,,0000,0000,0000,,which is something that a search engine\Nis a poor help to achieve. Dialogue: 0,0:02:43.28,0:02:49.61,Default,,0000,0000,0000,,So, I promised you an example\Njust to show you why it's so hard Dialogue: 0,0:02:49.64,0:02:53.04,Default,,0000,0000,0000,,to get to the point of true, clean,\Nobjective knowledge -- Dialogue: 0,0:02:53.06,0:02:54.53,Default,,0000,0000,0000,,as food for thought. Dialogue: 0,0:02:54.56,0:02:58.45,Default,,0000,0000,0000,,I will conduct a couple of simple\Nqueries, search queries. Dialogue: 0,0:02:58.47,0:03:02.51,Default,,0000,0000,0000,,We'll start with "Michelle Obama," Dialogue: 0,0:03:02.54,0:03:04.34,Default,,0000,0000,0000,,the First Lady of the United States. Dialogue: 0,0:03:04.36,0:03:06.09,Default,,0000,0000,0000,,And we'll click for pictures. Dialogue: 0,0:03:07.01,0:03:09.28,Default,,0000,0000,0000,,It works really well, as you can see. Dialogue: 0,0:03:09.30,0:03:12.33,Default,,0000,0000,0000,,It's a perfect search\Nresult, more or less. Dialogue: 0,0:03:12.36,0:03:15.10,Default,,0000,0000,0000,,It's just her in the picture,\Nnot even the President. Dialogue: 0,0:03:15.66,0:03:16.98,Default,,0000,0000,0000,,How does this work? Dialogue: 0,0:03:17.84,0:03:19.21,Default,,0000,0000,0000,,Quite simple. Dialogue: 0,0:03:19.23,0:03:22.45,Default,,0000,0000,0000,,Google uses a lot of smartness\Nto achieve this, but quite simply, Dialogue: 0,0:03:22.47,0:03:24.53,Default,,0000,0000,0000,,they look at two things\Nmore than anything. Dialogue: 0,0:03:24.56,0:03:29.71,Default,,0000,0000,0000,,First, what does it say in the caption\Nunder the picture on each website? Dialogue: 0,0:03:29.74,0:03:31.95,Default,,0000,0000,0000,,Does it say "Michelle Obama"\Nunder the picture? Dialogue: 0,0:03:31.98,0:03:34.33,Default,,0000,0000,0000,,Pretty good indication\Nit's actually her on there. Dialogue: 0,0:03:34.36,0:03:36.74,Default,,0000,0000,0000,,Second, Google looks at the picture file, Dialogue: 0,0:03:36.76,0:03:39.80,Default,,0000,0000,0000,,the name of the file as such\Nuploaded to the website. Dialogue: 0,0:03:39.82,0:03:42.49,Default,,0000,0000,0000,,Again, is it called "MichelleObama.jpeg"? Dialogue: 0,0:03:42.84,0:03:45.76,Default,,0000,0000,0000,,Pretty good indication it's not\NClint Eastwood in the picture. Dialogue: 0,0:03:45.78,0:03:50.05,Default,,0000,0000,0000,,So, you've got those two and you get\Na search result like this -- almost. Dialogue: 0,0:03:50.07,0:03:56.68,Default,,0000,0000,0000,,Now, in 2009, Michelle Obama\Nwas the victim of a racist campaign, Dialogue: 0,0:03:56.70,0:04:00.72,Default,,0000,0000,0000,,where people set out to insult her\Nthrough her search results. Dialogue: 0,0:04:01.43,0:04:04.13,Default,,0000,0000,0000,,There was a picture distributed\Nwidely over the Internet Dialogue: 0,0:04:04.16,0:04:06.80,Default,,0000,0000,0000,,where her face was distorted\Nto look like a monkey. Dialogue: 0,0:04:06.82,0:04:09.99,Default,,0000,0000,0000,,And that picture was published all over. Dialogue: 0,0:04:10.02,0:04:13.78,Default,,0000,0000,0000,,And people published it\Nvery, very purposefully, Dialogue: 0,0:04:13.80,0:04:15.77,Default,,0000,0000,0000,,to get it up there in the search results. Dialogue: 0,0:04:15.80,0:04:18.75,Default,,0000,0000,0000,,They made sure to write\N"Michelle Obama" in the caption Dialogue: 0,0:04:18.78,0:04:22.95,Default,,0000,0000,0000,,and they made sure to upload the picture\Nas "MichelleObama.jpeg," or the like. Dialogue: 0,0:04:22.98,0:04:25.34,Default,,0000,0000,0000,,You get why -- to manipulate\Nthe search result. Dialogue: 0,0:04:25.37,0:04:26.66,Default,,0000,0000,0000,,And it worked, too. Dialogue: 0,0:04:26.69,0:04:29.41,Default,,0000,0000,0000,,So when you picture-Googled\Nfor "Michelle Obama" in 2009, Dialogue: 0,0:04:29.43,0:04:32.82,Default,,0000,0000,0000,,that distorted monkey picture\Nshowed up among the first results. Dialogue: 0,0:04:32.84,0:04:36.41,Default,,0000,0000,0000,,Now, the results are self-cleansing, Dialogue: 0,0:04:36.43,0:04:38.18,Default,,0000,0000,0000,,and that's sort of the beauty of it, Dialogue: 0,0:04:38.21,0:04:41.61,Default,,0000,0000,0000,,because Google measures relevance\Nevery hour, every day. Dialogue: 0,0:04:41.64,0:04:44.35,Default,,0000,0000,0000,,However, Google didn't settle\Nfor that this time, Dialogue: 0,0:04:44.37,0:04:47.50,Default,,0000,0000,0000,,they just thought, "That's racist\Nand it's a bad search result Dialogue: 0,0:04:47.52,0:04:50.66,Default,,0000,0000,0000,,and we're going to go back\Nand clean that up manually. Dialogue: 0,0:04:50.68,0:04:53.61,Default,,0000,0000,0000,,We are going to write\Nsome code and fix it," Dialogue: 0,0:04:53.64,0:04:54.88,Default,,0000,0000,0000,,which they did. Dialogue: 0,0:04:55.45,0:04:59.20,Default,,0000,0000,0000,,And I don't think anyone in this room\Nthinks that was a bad idea. Dialogue: 0,0:04:59.79,0:05:00.95,Default,,0000,0000,0000,,Me neither. Dialogue: 0,0:05:02.80,0:05:05.83,Default,,0000,0000,0000,,But then, a couple of years go by, Dialogue: 0,0:05:05.86,0:05:08.84,Default,,0000,0000,0000,,and the world's most-Googled Anders, Dialogue: 0,0:05:08.87,0:05:11.14,Default,,0000,0000,0000,,Anders Behring Breivik, Dialogue: 0,0:05:11.17,0:05:12.88,Default,,0000,0000,0000,,did what he did. Dialogue: 0,0:05:12.90,0:05:14.90,Default,,0000,0000,0000,,This is July 22 in 2011, Dialogue: 0,0:05:14.92,0:05:17.57,Default,,0000,0000,0000,,and a terrible day in Norwegian history. Dialogue: 0,0:05:17.60,0:05:21.38,Default,,0000,0000,0000,,This man, a terrorist, blew up\Na couple of government buildings Dialogue: 0,0:05:21.41,0:05:24.29,Default,,0000,0000,0000,,walking distance from where we are\Nright now in Oslo, Norway Dialogue: 0,0:05:24.32,0:05:26.37,Default,,0000,0000,0000,,and then he traveled\Nto the island of Utøya Dialogue: 0,0:05:26.39,0:05:28.61,Default,,0000,0000,0000,,and shot and killed a group of kids. Dialogue: 0,0:05:29.11,0:05:30.84,Default,,0000,0000,0000,,Almost 80 people died that day. Dialogue: 0,0:05:32.40,0:05:36.96,Default,,0000,0000,0000,,And a lot of people would describe\Nthis act of terror as two steps, Dialogue: 0,0:05:36.98,0:05:40.39,Default,,0000,0000,0000,,that he did two things: he blew up\Nthe buildings and he shot those kids. Dialogue: 0,0:05:40.42,0:05:41.58,Default,,0000,0000,0000,,It's not true. Dialogue: 0,0:05:42.33,0:05:44.47,Default,,0000,0000,0000,,It was three steps. Dialogue: 0,0:05:44.49,0:05:46.71,Default,,0000,0000,0000,,He blew up those buildings,\Nhe shot those kids, Dialogue: 0,0:05:46.73,0:05:50.38,Default,,0000,0000,0000,,and he sat down and waited\Nfor the world to Google him. Dialogue: 0,0:05:51.23,0:05:53.85,Default,,0000,0000,0000,,And he prepared\Nall three steps equally well. Dialogue: 0,0:05:54.54,0:05:57.33,Default,,0000,0000,0000,,And if there was somebody\Nwho immediately understood this, Dialogue: 0,0:05:57.36,0:05:58.88,Default,,0000,0000,0000,,it was a Swedish web developer, Dialogue: 0,0:05:58.91,0:06:02.53,Default,,0000,0000,0000,,a search engine optimization expert\Nin Stockholm, named Nikke Lindqvist. Dialogue: 0,0:06:02.55,0:06:04.14,Default,,0000,0000,0000,,He's also a very political guy Dialogue: 0,0:06:04.16,0:06:07.44,Default,,0000,0000,0000,,and he was right out there\Nin social media, on his blog and Facebook. Dialogue: 0,0:06:07.46,0:06:08.67,Default,,0000,0000,0000,,And he told everybody, Dialogue: 0,0:06:08.70,0:06:11.15,Default,,0000,0000,0000,,"If there's something that\Nthis guy wants right now, Dialogue: 0,0:06:11.17,0:06:13.63,Default,,0000,0000,0000,,it's to control the image of himself. Dialogue: 0,0:06:14.76,0:06:16.72,Default,,0000,0000,0000,,Let's see if we can distort that. Dialogue: 0,0:06:17.49,0:06:21.47,Default,,0000,0000,0000,,Let's see if we, in the civilized world,\Ncan protest against what he did Dialogue: 0,0:06:21.49,0:06:24.81,Default,,0000,0000,0000,,through insulting him\Nin his search results." Dialogue: 0,0:06:24.83,0:06:26.02,Default,,0000,0000,0000,,And how? Dialogue: 0,0:06:26.80,0:06:28.85,Default,,0000,0000,0000,,He told all of his readers the following, Dialogue: 0,0:06:28.88,0:06:30.74,Default,,0000,0000,0000,,"Go out there on the Internet, Dialogue: 0,0:06:30.76,0:06:33.66,Default,,0000,0000,0000,,find pictures of dog poop on sidewalks -- Dialogue: 0,0:06:34.71,0:06:36.88,Default,,0000,0000,0000,,find pictures of dog poop on sidewalks -- Dialogue: 0,0:06:36.91,0:06:40.38,Default,,0000,0000,0000,,publish them in your feeds,\Non your websites, on your blogs. Dialogue: 0,0:06:40.40,0:06:43.32,Default,,0000,0000,0000,,Make sure to write the terrorist's\Nname in the caption, Dialogue: 0,0:06:43.34,0:06:47.83,Default,,0000,0000,0000,,make sure to name\Nthe picture file "Breivik.jpeg." Dialogue: 0,0:06:47.86,0:06:51.66,Default,,0000,0000,0000,,Let's teach Google that that's\Nthe face of the terrorist." Dialogue: 0,0:06:53.55,0:06:54.83,Default,,0000,0000,0000,,And it worked. Dialogue: 0,0:06:55.85,0:06:58.75,Default,,0000,0000,0000,,Two years after that campaign\Nagainst Michelle Obama, Dialogue: 0,0:06:58.78,0:07:02.04,Default,,0000,0000,0000,,this manipulation campaign\Nagainst Anders Behring Breivik worked. Dialogue: 0,0:07:02.06,0:07:06.53,Default,,0000,0000,0000,,If you picture-Googled for him weeks after\Nthe July 22 events from Sweden, Dialogue: 0,0:07:06.55,0:07:10.88,Default,,0000,0000,0000,,you'd see that picture of dog poop\Nhigh up in the search results, Dialogue: 0,0:07:10.90,0:07:12.35,Default,,0000,0000,0000,,as a little protest. Dialogue: 0,0:07:13.42,0:07:17.56,Default,,0000,0000,0000,,Strangely enough, Google\Ndidn't intervene this time. Dialogue: 0,0:07:18.49,0:07:22.77,Default,,0000,0000,0000,,They did not step in and manually\Nclean those search results up. Dialogue: 0,0:07:23.96,0:07:25.68,Default,,0000,0000,0000,,So the million-dollar question, Dialogue: 0,0:07:25.70,0:07:29.07,Default,,0000,0000,0000,,is there anything different\Nbetween these two happenings here? Dialogue: 0,0:07:29.10,0:07:32.29,Default,,0000,0000,0000,,Is there anything different between\Nwhat happened to Michelle Obama Dialogue: 0,0:07:32.31,0:07:34.38,Default,,0000,0000,0000,,and what happened\Nto Anders Behring Breivik? Dialogue: 0,0:07:34.40,0:07:35.69,Default,,0000,0000,0000,,Of course not. Dialogue: 0,0:07:36.86,0:07:38.33,Default,,0000,0000,0000,,It's the exact same thing, Dialogue: 0,0:07:38.36,0:07:41.22,Default,,0000,0000,0000,,yet Google intervened in one case\Nand not in the other. Dialogue: 0,0:07:41.24,0:07:42.50,Default,,0000,0000,0000,,Why? Dialogue: 0,0:07:43.28,0:07:46.58,Default,,0000,0000,0000,,Because Michelle Obama\Nis an honorable person, that's why, Dialogue: 0,0:07:46.61,0:07:49.52,Default,,0000,0000,0000,,and Anders Behring Breivik\Nis a despicable person. Dialogue: 0,0:07:50.14,0:07:51.68,Default,,0000,0000,0000,,See what happens there? Dialogue: 0,0:07:51.70,0:07:54.96,Default,,0000,0000,0000,,An evaluation of a person takes place Dialogue: 0,0:07:54.98,0:07:58.77,Default,,0000,0000,0000,,and there's only one\Npower-player in the world Dialogue: 0,0:07:58.79,0:08:01.27,Default,,0000,0000,0000,,with the authority to say who's who. Dialogue: 0,0:08:01.88,0:08:03.62,Default,,0000,0000,0000,,"We like you, we dislike you. Dialogue: 0,0:08:03.65,0:08:05.69,Default,,0000,0000,0000,,We believe in you,\Nwe don't believe in you. Dialogue: 0,0:08:05.71,0:08:08.26,Default,,0000,0000,0000,,You're right, you're wrong.\NYou're true, you're false. Dialogue: 0,0:08:08.28,0:08:10.09,Default,,0000,0000,0000,,You're Obama, and you're Breivik." Dialogue: 0,0:08:10.79,0:08:12.79,Default,,0000,0000,0000,,That's power if I ever saw it. Dialogue: 0,0:08:15.21,0:08:18.86,Default,,0000,0000,0000,,So I'm asking you to remember\Nthat behind every algorithm Dialogue: 0,0:08:18.88,0:08:20.66,Default,,0000,0000,0000,,is always a person, Dialogue: 0,0:08:20.68,0:08:23.18,Default,,0000,0000,0000,,a person with a set of personal beliefs Dialogue: 0,0:08:23.20,0:08:25.73,Default,,0000,0000,0000,,that no code can ever\Ncompletely eradicate. Dialogue: 0,0:08:25.75,0:08:28.18,Default,,0000,0000,0000,,And my message goes\Nout not only to Google, Dialogue: 0,0:08:28.21,0:08:31.02,Default,,0000,0000,0000,,but to all believers in the faith\Nof code around the world. Dialogue: 0,0:08:31.04,0:08:34.02,Default,,0000,0000,0000,,You need to identify\Nyour own personal bias. Dialogue: 0,0:08:34.04,0:08:36.06,Default,,0000,0000,0000,,You need to understand that you are human Dialogue: 0,0:08:36.08,0:08:38.57,Default,,0000,0000,0000,,and take responsibility accordingly. Dialogue: 0,0:08:39.89,0:08:42.83,Default,,0000,0000,0000,,And I say this because I believe\Nwe've reached a point in time Dialogue: 0,0:08:42.85,0:08:44.41,Default,,0000,0000,0000,,when it's absolutely imperative Dialogue: 0,0:08:44.43,0:08:47.65,Default,,0000,0000,0000,,that we tie those bonds\Ntogether again, tighter: Dialogue: 0,0:08:47.67,0:08:50.04,Default,,0000,0000,0000,,the humanities and the technology. Dialogue: 0,0:08:50.48,0:08:52.29,Default,,0000,0000,0000,,Tighter than ever. Dialogue: 0,0:08:52.31,0:08:55.65,Default,,0000,0000,0000,,And, if nothing else, to remind us\Nthat that wonderfully seductive idea Dialogue: 0,0:08:55.68,0:08:58.34,Default,,0000,0000,0000,,of the unbiased, clean search result Dialogue: 0,0:08:58.37,0:09:01.13,Default,,0000,0000,0000,,is, and is likely to remain, a myth. Dialogue: 0,0:09:01.98,0:09:03.14,Default,,0000,0000,0000,,Thank you for your time. Dialogue: 0,0:09:03.17,0:09:05.60,Default,,0000,0000,0000,,(Applause)