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I was talking to a guy
at a party in California
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about tech platforms
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and the problems
they're creating in society.
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And he said, "Man, if the CEOs
just did more drugs
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and went to Burning Man,
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we wouldn't be in this mess."
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(Laughter)
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I said, "I'm not sure I agree with you."
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For one thing, you know,
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most of the CEOs have already
been to Burning Man.
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But also, I'm just not sure
that watching a bunch of half-naked people
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run around and burn things
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is really the inspiration
they need right now.
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(Laughter)
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But I do agree that things are a mess.
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And so, we're going to come
back to this guy,
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but let's talk about the mess.
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Our climate's getting hotter and hotter,
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It's getting harder and harder
to tell truth from fiction,
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and we've got this global
migratory crisis.
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And just at the moment
when we really need new tools
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and new ways of coming
together as a society,
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it feels like social media
is kind of tearing at our civic fabric
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and setting us against each other.
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We've got viral
misinformation on WhatsApp,
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bullying on Instagram,
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and Russian hackers on Facebook.
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And I think this conversation
that we're having right now
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about the harms that
these platforms are creating,
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is so important.
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But I also worry
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that we could be letting a kind of good
existential crisis in Silicon Valley
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go to waste
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if the bar for success is just
that it's a little harder
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for Macedonian teenagers
to publish false news.
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The big question, I think, is not just
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what do we want platforms to stop doing,
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but now that they've effectively
taken control of our online public square,
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what do we need from them
for the greater good?
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To me, this is one of the most
important questions of our time.
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What obligations
do tech platforms have to us
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in exchange for the power
that we let them hold
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over our discourse?
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And I think this question is so important,
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because even if today’s platforms go away,
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we need to answer this question
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in order to be able to ensure
that the new platforms that come back
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are any better.
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So, for the last year,
I've been working with Dr. Talia Stroud
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at the University of Texas, Austin,
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and we've talked to sociologists,
and political scientists,
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and philosophers,
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to try to answer this question.
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And at first we asked, you know,
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if you were Twitter or Facebook
and trying to rank content for democracy,
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rather than for ad clicks or engagement,
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what might that look like?
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But then we realized, you know,
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this sort of suggests that
this is an information problem
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or a content problem.
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And for us, the platform crisis
is a people problem.
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It's a problem about the emergent
weird things that happen
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when large groups of people get together.
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And so we turned to another older idea.
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We asked, what happens
when we think about platforms as spaces?
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We know from social psychology
that spaces shape behavior.
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You put the same group of people
in a room like this,
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and they're going to behave
really differently
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than in a room like this.
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When researcher put
softer furniture in classrooms,
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participation rates rose by 42 percent.
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And spaces even have
political consequences.
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When researchers looked at
neighborhoods with parks,
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versus neighborhoods without,
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after adjusting for socioeconomic factors,
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they found that neighborhoods with parks
had higher levels of social trust,
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and were better able to advocate
for themselves politically.
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So, spaces shape behavior
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partly by the way they're designed,
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and partly by the way that they encode
certain norms about how to behave.
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You know, we all know that
there are some behaviors
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that are OK in a bar,
that are not OK in a library,
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and maybe vice versa.
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And this gives us a little bit of a clue,
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because there are online spaces
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that encode these same kinds
of behavioral norms.
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So, for example, behavior on LinkedIn
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seems pretty good.
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Why?
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Because it reads as a workplace.
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And so people follow workplace norms.
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You can even see it in the way
they dress in their profile pictures.
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(Laughter)
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So, if LinkedIn is a workplace,
what is Twitter like?
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(Laughter)
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Well, it's like a vast, cavernous expanse
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where there are people
talking about sports
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arguing about politics,
yelling at each other, flirting,
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trying to get a job,
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all in the same place
with no walls, no divisions,
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and the owner gets paid more
the louder the noise is.
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No wonder it's a mess.
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And this raises another thing
that become obvious
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when we think about platforms
in terms of physical space.
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Good physical spaces
are almost always structured.
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They have rules.
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Silicon Valley is built on this idea
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that unstructured space
is conducive for human behavior.
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And I actually think
there's a reason for this myopia
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built into the location
of Silicon Valley itself.
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So, Michele Gelfand is a sociologist
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who studies how norms
vary across cultures,
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and she watches how cultures like Japan,
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which she calls tight,
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is very conformist, very rule-following.
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And cultures like Brazil are very loose.
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And you can see this even in things like
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how closely synchronized
the clocks are on a city street.
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So, as you can see,
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the United States
is one of the looser countries.
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And the loosest state
in the United States is,
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you got it, California.
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And Silicon Valley culture came out
of the 1970s Californian counterculture.
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So, just to recap,
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the spaces that the world is living in
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came out of the loosest culture
in the loosest state
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in one of the loosest
countries in the world.
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No wonder they undervalue structure.
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And I think this really matters,
because people need structure.
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You may have heard this word anomie.
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It literally means
a lack of norms in French,
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and it was coined by Émile Durkheim
to describe the vast,
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overwhelming feeling that people have
in spaces without norms.
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Anomie has political consequences.
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Because, what Gelfand has found
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is that, when things are too loose,
people crave order and structure.
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And that craving for order and structure
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correlates really strongly
with support for people like these guys.
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I don't think it's crazy to ask
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if the structurlessness of online life
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is actually feeding anxiety
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that's increasing a responsiveness
to authoritarianism.
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So, how might platforms
bring people together
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in a way that creates meaning
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and helps people understand each other?
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And this brings me back
to our friend from Burning Man.
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Because, listening to him, I realized,
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it's not just that
Burning Man isn't the solution,
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it's actually a perfect metaphor
for the problem.
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(Laughter)
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You know, it's a great place
to visit for a week,
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this amazing art city,
rising out of nowhere in the dust.
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But you wouldn't want to live there.
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There's no running water,
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there's no trash pick-up,
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at some point, the hallucinogens run out,
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and you're stuck with a bunch
of wealthy white guys
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in the dust in the desert.
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(Laughter)
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Which to me is sometimes
how social media feels in 2019.
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(Laughter)
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A great, fun, hallucinatory place to visit
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has become our home.
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And so,
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if we look at platforms
through the lens of spaces,
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we can then ask ourselves,
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who knows how to structure spaces
for the public good?
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And it turns out that this is a question
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people have been thinking about
for a long time about cities.
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Cities were the original platforms.
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Two-sided marketplace?
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Check.
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Place to keep up with old friends
and distant relatives?
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Check.
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Vector for viral sharing?
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Check.
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In fact, you know,
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cities have encountered a lot of the same
social and political challenges
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that platforms are now encountering.
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They've dealt with massive growth
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that overwhelmed existing communities.
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And the rise of new business models.
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They've even had new
frictionless technologies
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that promised to connect
everyone together.
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And that, instead, deepened
existing social and race divides.
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But because of this history
of decay and renewal
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and segregation and integration,
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cities are the source
of some of our best ideas
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about how to build functional,
thriving communities.
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Faced with a top-down,
car-driven vision of city life,
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pioneers like Jane Jacobs
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said, let’s instead put
human relationships
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at the center of urban design.
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Jacobs and her fellow travelers,
like Holly Whyte, her editor,
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were these really great observers
of what actually happened on the street,
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they watched, you know,
where did people stop and talk.
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When did neighbors become friends?
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And they learned a lot.
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For example, they noticed
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that successful public places
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generally have three different ways
that they structure behavior.
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So, there's the built environment.
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You know, that we're going to put
a fountain here or a playground there.
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But then, there's programing,
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like, let's put a band at seven
and get the kids out.
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And there's this idea of mayors,
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people who kind of take this
informal ownership of a space
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to keep it welcoming and clean.
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All three of these things
actually have analogues online.
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But platforms mostly focus on code,
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on what's physically
possible in the space.
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And they focus much less on these
other two, softer, social areas.
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What are people doing there?
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Who's taking responsibility for it?
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So, like Jane Jacobs did for cities,
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Talia and I think we need
a new design movement
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for online space.
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One that considers not just, you know,
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how do we build products
that work for users or consumers,
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how do we make something user-friendly.
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But how do we make products
that are public-friendly?
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Because we need products
that don't serve individuals
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at the expense of the social fabric
on which we all depend.
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And we need it urgently,
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because political scientists tell us
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that healthy democracies
need healthy public spaces.
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So, the public-friendly
digital design movement
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that Talia and I imagine,
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asks this question,
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what would this interaction be like
if it was happening in physical space?
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And it asks the reverse question,
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what can we learn
from good physical spaces
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about how to structure behavior
in the online world?
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For example, I grew up
in a small town in Maine,
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and I went to a lot of those
town hall meetings that you hear about.
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And unlike the storybook version,
they weren't always nice.
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Like, people had big conflicts,
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big feelings,
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it was hard sometimes.
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But because of the way
that that space was structured,
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we managed to land it OK.
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How?
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Well, here's one important piece.
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The downcast glance, the dirty look,
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the raised eyebrow, the cough.
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When people went on too long,
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or lost the crowd,
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they didn't get banned or blocked
or hauled out by the police,
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they just got this soft,
negative social feedback.
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And that was actually very powerful.
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I think Facebook and Twitter
could build this,
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something like this.
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(Laughter)
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So, I think there are some other things
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that online spaces
can learn from offline spaces.
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Holly Whyte observed that
in healthy public spaces,
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there are often many different places
that afford different ways of relating.
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So the picnic table,
where you have lunch with your family,
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may not be suited for the romantic
walk with a partner
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or the talk with some business colleagues.
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And it's worth noting that in real space,
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in none of these places are there big,
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visible public signs of engagement.
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So digital designers could think about
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what kind of conversations
do we actually want to invite,
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and how do we build specifically
for those kinds of conversations?
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Remember the park that we talked about,
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that built social trust?
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That didn't happen because people
were having these big political arguments.
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Most strangers don't actually
even talk to each other
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the first three or four
or five times they see each other.
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But when people,
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even very different people,
see each other a lot,
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they develop familiarity,
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and that creates
bedrock for relationships.
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And I think actually, you know,
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maybe that early idea of cyberspaces
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kind of this bodiless meeting place
of pure minds and pure ideas,
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sent us off in the wrong direction.
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Maybe what we need instead
is to find a way to be in proximity,
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you know, mostly talking
amongst ourselves,
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but all sharing the same warm sun.
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And finally, healthy public spaces
create a sense of ownership and equity.
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And this is where the city metaphor
becomes challenging.
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Because, if Twitter is a city,
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it's a city that's owned
by just a few people
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and optimized for financial return.
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I think we really need
digital environments
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that we all actually have
some real ownership of.
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Environments that respect
the diversity of human existence,
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and that give us some say
and some input into the process.
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And I think we need this urgently.
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Because Facebook right now,
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I sort of think of like 1970s New York.
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(Laughter)
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The public spaces are decaying,
there's trash in the streets,
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people are kind of like
mentally and emotionally
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warming themselves over burning garbage.
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(Laughter)
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And --
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(Applause)
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And the natural response to this
is to haul up in your apartment
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or consider fleeing for the suburbs.
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It doesn't surprise me
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that people are giving up
on the idea of online public spaces,
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they way that they've given up
on cities over their history.
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And sometimes, I'll be honest,
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it feels to me like this whole project
of like wiring up a civilization
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and getting billions of people
to come into contact with each other
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is just impossible.
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But modern cities tell us
that it is possible
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for millions of people
who are really different,
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sometimes living
right on top of each other,
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not just to not kill each other,
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but to actually build things together,
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find new experiences,
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create beautiful,
important infrastructure.
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And we cannot give up on that promise.
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If we want to solve the big,
important problems in front of us,
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we need better online public spaces.
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We need digital urban planners.
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New Jane Jacbses,
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who are going to build the parks
and park benches of the online world.
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And we need digital,
public-friendly architects,
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who are going to build
what Eric Klinenberg calls
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"palaces for the people,"
libraries and museums,
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and town halls.
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And we need a transnational movement
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where these spaces
can learn from each other,
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just like cities have about everything,
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from urban farming to public art
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to rapid transit.
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Humanity moves forward
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when we find new ways
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to rely on and and understand
and trust each other.
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And we need this now more than ever.
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If online digital spaces
are going to be our new home,
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let's make them a comfortable,
beautiful place to live.
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A place we all fell not just included,
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but actually some ownership of.
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A place we get to know each other.
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A place you'd actually want
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not just to visit, but to bring your kids.
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Thank you.
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(Applause)