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Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:03.08,0:00:06.46,Default,,0000,0000,0000,,Hi, my name is Safiya Umoja Noble,\Nand I'm an assistant professor
Dialogue: 0,0:00:06.46,0:00:09.48,Default,,0000,0000,0000,,in the Annenberg School \Nof Communication and Journalism.
Dialogue: 0,0:00:09.48,0:00:12.86,Default,,0000,0000,0000,,My research looks at racist\Nand sexist algorithmic bias
Dialogue: 0,0:00:12.86,0:00:16.47,Default,,0000,0000,0000,,and the way in which people\Nare marginalized and oppressed
Dialogue: 0,0:00:16.47,0:00:19.55,Default,,0000,0000,0000,,by digital media platforms.
Dialogue: 0,0:00:19.55,0:00:23.27,Default,,0000,0000,0000,,I spent 15 years in corporate\Nmarketing and advertising,
Dialogue: 0,0:00:23.27,0:00:26.51,Default,,0000,0000,0000,,working for some of \Nthe largest {\i1}Fortune{\i0} 100 brands
Dialogue: 0,0:00:26.51,0:00:27.56,Default,,0000,0000,0000,,in the United States.
Dialogue: 0,0:00:27.56,0:00:30.50,Default,,0000,0000,0000,,We were starting to redirect\Nsignificant portions
Dialogue: 0,0:00:30.50,0:00:33.86,Default,,0000,0000,0000,,of our advertising media \Nbuying dollars online
Dialogue: 0,0:00:33.86,0:00:36.74,Default,,0000,0000,0000,,and thinking about, in fact, \Nhow to game {\i1}Google{\i0} search
Dialogue: 0,0:00:36.74,0:00:40.18,Default,,0000,0000,0000,,and {\i1}Yahoo!{\i0} to elevate the brands\Nand amplify the messages.
Dialogue: 0,0:00:40.18,0:00:43.68,Default,,0000,0000,0000,,And so at the moment that\NI was leaving corporate America
Dialogue: 0,0:00:43.68,0:00:47.13,Default,,0000,0000,0000,,and moving into academia,\Nthe public was increasingly
Dialogue: 0,0:00:47.13,0:00:48.64,Default,,0000,0000,0000,,falling in love with {\i1}Google{\i0}.
Dialogue: 0,0:00:48.64,0:00:52.61,Default,,0000,0000,0000,,And this lead me to thinking\Nthat this was a space and a place
Dialogue: 0,0:00:52.61,0:00:55.05,Default,,0000,0000,0000,,that needed to be looked at more closely.
Dialogue: 0,0:00:55.05,0:00:57.55,Default,,0000,0000,0000,,It was interesting to see\Nthis total diversion
Dialogue: 0,0:00:57.55,0:00:59.75,Default,,0000,0000,0000,,of public goods,
Dialogue: 0,0:00:59.75,0:01:01.26,Default,,0000,0000,0000,,public knowledge,
Dialogue: 0,0:01:01.26,0:01:04.30,Default,,0000,0000,0000,,and libraries being shifted into
Dialogue: 0,0:01:04.30,0:01:07.93,Default,,0000,0000,0000,,a corporate, privately-held company.
Dialogue: 0,0:01:09.08,0:01:11.71,Default,,0000,0000,0000,,When we go to places like {\i1}Google{\i0} search,
Dialogue: 0,0:01:11.71,0:01:13.97,Default,,0000,0000,0000,,the public generally thinks\Nthat what they'll find there
Dialogue: 0,0:01:13.97,0:01:18.75,Default,,0000,0000,0000,,will be credible and fairly representing\Ndifferent kinds of ideas, people,
Dialogue: 0,0:01:18.75,0:01:20.26,Default,,0000,0000,0000,,and spheres of knowledge.
Dialogue: 0,0:01:20.26,0:01:25.60,Default,,0000,0000,0000,,And so this is what really prompted\Na 6 year inquiry into this phenomenon
Dialogue: 0,0:01:25.60,0:01:29.54,Default,,0000,0000,0000,,of thinking about misrepresentation\Non the internet, particularly
Dialogue: 0,0:01:29.54,0:01:34.54,Default,,0000,0000,0000,,when people are using search engines,\Nand that culminated in my new book,
Dialogue: 0,0:01:34.54,0:01:38.73,Default,,0000,0000,0000,,{\i1}Algorithms of Oppression:\NHow Search Engines Reinforce Racism{\i0}.
Dialogue: 0,0:01:38.73,0:01:42.98,Default,,0000,0000,0000,,{\i1}People think of algorithms \Nas simply a mathematical formulation.{\i0}
Dialogue: 0,0:01:42.98,0:01:47.25,Default,,0000,0000,0000,,{\i1}But in fact algorithms \Nare really about automated decisions.{\i0}
Dialogue: 0,0:01:48.20,0:01:52.49,Default,,0000,0000,0000,,In 2009, I was kind of joking around,\Nin fact, with a colleague,
Dialogue: 0,0:01:52.49,0:01:54.90,Default,,0000,0000,0000,,and I was telling him\Nthat I was really interested
Dialogue: 0,0:01:54.90,0:01:56.81,Default,,0000,0000,0000,,in what's happening with {\i1}Google{\i0}.
Dialogue: 0,0:01:56.81,0:01:59.18,Default,,0000,0000,0000,,And just kind of offhand he said to me,
Dialogue: 0,0:01:59.18,0:02:02.29,Default,,0000,0000,0000,,"Oh yeah, you should see what happens\Nwhen you {\i1}google{\i0} 'Black girls'."
Dialogue: 0,0:02:02.29,0:02:06.61,Default,,0000,0000,0000,,Of course I immediately did the search,\Nfound that pornography was the primary way
Dialogue: 0,0:02:06.61,0:02:10.91,Default,,0000,0000,0000,,that Black girls, Latina girls, \NAsian girls were represented.
Dialogue: 0,0:02:10.91,0:02:13.58,Default,,0000,0000,0000,,That started a whole \Ndeeper line of inquiry
Dialogue: 0,0:02:13.58,0:02:17.04,Default,,0000,0000,0000,,about the way in which \Nmisrepresentation happens
Dialogue: 0,0:02:17.04,0:02:19.00,Default,,0000,0000,0000,,for women of color on the internet
Dialogue: 0,0:02:19.00,0:02:22.17,Default,,0000,0000,0000,,and what some of the broader \Nsocial consequences of that are.
Dialogue: 0,0:02:22.17,0:02:25.37,Default,,0000,0000,0000,,In my work, I look at the way\Nthat these platforms are designed
Dialogue: 0,0:02:25.37,0:02:29.27,Default,,0000,0000,0000,,to amplify certain voices\Nand silence other voices.
Dialogue: 0,0:02:29.27,0:02:30.59,Default,,0000,0000,0000,,How does that come about?
Dialogue: 0,0:02:30.59,0:02:32.35,Default,,0000,0000,0000,,What is that phenomena about?
Dialogue: 0,0:02:32.35,0:02:36.05,Default,,0000,0000,0000,,What's the role of capital\Nor advertising dollars
Dialogue: 0,0:02:36.05,0:02:38.94,Default,,0000,0000,0000,,in driving certain results\Nto the first page?
Dialogue: 0,0:02:38.94,0:02:42.06,Default,,0000,0000,0000,,What do the results mean\Nin kind of a broader social,
Dialogue: 0,0:02:42.06,0:02:45.27,Default,,0000,0000,0000,,historical, economic context?
Dialogue: 0,0:02:45.27,0:02:49.30,Default,,0000,0000,0000,,So I contextualize the results\Nthat I find to show
Dialogue: 0,0:02:49.30,0:02:53.34,Default,,0000,0000,0000,,how incredibly problematic this is\Nbecause it further marginalizes
Dialogue: 0,0:02:53.34,0:02:55.27,Default,,0000,0000,0000,,people who are already living in a margin,
Dialogue: 0,0:02:55.27,0:02:58.100,Default,,0000,0000,0000,,people who are already suffering\Nfrom systemic oppression,
Dialogue: 0,0:02:58.100,0:03:02.82,Default,,0000,0000,0000,,and yet again, these results \Nshow up in these platforms
Dialogue: 0,0:03:02.82,0:03:07.33,Default,,0000,0000,0000,,as if they are credible, fair, \Nobjective, neutral ideas.
Dialogue: 0,0:03:07.33,0:03:10.40,Default,,0000,0000,0000,,In the end, I call for alternatives.
Dialogue: 0,0:03:10.40,0:03:13.28,Default,,0000,0000,0000,,And I argue strongly that we need
Dialogue: 0,0:03:13.28,0:03:16.42,Default,,0000,0000,0000,,to have things like public interest search
Dialogue: 0,0:03:16.42,0:03:19.13,Default,,0000,0000,0000,,that are not driven by commercial biases.
Dialogue: 0,0:03:19.13,0:03:23.11,Default,,0000,0000,0000,,And I put out some ideas about\Nwhat it means to imagine
Dialogue: 0,0:03:23.11,0:03:27.57,Default,,0000,0000,0000,,and create alternatives\Nin our public information sphere
Dialogue: 0,0:03:27.57,0:03:29.67,Default,,0000,0000,0000,,that are based on \Na different set of ethics.
Dialogue: 0,0:03:29.67,0:03:33.46,Default,,0000,0000,0000,,If anything, I think that this book\Nis the kind of book that will help us
Dialogue: 0,0:03:33.46,0:03:36.85,Default,,0000,0000,0000,,re-frame the idea that, \N"We should just {\i1}google{\i0} it"
Dialogue: 0,0:03:36.85,0:03:39.20,Default,,0000,0000,0000,,and everything will be fine.
Dialogue: 0,0:03:39.20,0:03:41.38,Default,,0000,0000,0000,,♪ (music) ♪