However, the history of the development of science and technology tells us that technology usually has two sides, which not only brings benefits to people, but also may have negative effects in some ways. Neither big data nor AI can get rid of this law. Moreover, their negative effects are already affecting our daily life.
Push loan advertisements to board games
In fact, the opportunity to write this article stems from Xiao Lei’s recent game experience. As we all know, board games have always had a lot of fans. Moreover, this kind of game development difficulty is small, the performance requirement is low, but also naturally has a large number of potential users. At that time, Xiao Lei fought against the landlord, doubled and robbed the landlord in several rounds of excitement. After a handful of Soha, the gold coins given by the platform soon bottomed out.
For players who want to get more gold coins, the platform intimately provides two ways. One is direct krypton gold, the purchase of gold coins, suitable for deep-pocketed or red-eyed players. Another is also familiar with the Internet model-watching advertisements for gold coins, which is of course understandable.However, after watching several rounds of advertisements carefully, Xiao Lei was surprised to find that most of the advertisements were loan types. The situation of advertising is very diverse, but the theme is all the same: it is easy to borrow money, it is good to borrow money, come and borrow money from me quickly.
(screenshot of App of Picture Source Mobile phone)
To tell you the truth, Xiao Lei would not be very surprised if he saw loan advertisements. However, if advertisements such as loans are always accurately pushed in a certain scene, coincidentally, this is also a board game platform, it is easy to suspect that it is the power of big data.
To put it bluntly, it is because it was, is and will be a hotbed of illegal gambling. In fact, entering the Internet era, many unknown board games on the market are essentially the carriers of online gambling. The chips disguised as gold coins are actually implicit and interchangeable with the real currency.
For the formal board game platform, it is not necessary to equate it with gambling. However, when it is connected with accurate loan advertisements, the phenomenon of “probability superposition” will inevitably make people imagine.At least one side of the game platform and advertisers believe that board gamers and borrowers are highly overlapped.
Big data does not do evil? It’s a little difficult.
The above case of big data’s power is still relatively hidden and may not be so convincing. But we can also find more traces that users have been harassed by big data, such as big data’s familiarity, algorithm obsession, recommended information cocoon room and so on.
Big data kills well.
Big data is familiar, and we should be no stranger to him. Earlier, relevant departments issued laws and regulations that explicitly prohibit the killing of cooked goods on Internet platforms, and the major Internet giants have also promised not to use big data to kill cooked goods. However, it is a pity that up to now, big data may have disappeared, but the invisible phenomenon is still very common.
According to Xiao Lei’s personal experience, the main way to kill well at present is coupons. Generally speaking, the prices of goods seen by different users are the same, but whether they can get coupons, how much coupons they can get, and so on, the situation of different people may be very different, and the final price of paying for the goods is also different. Obviously, this is also a way for big data to kill well.
(video screenshot of Picture Source Xinhua News Agency)
For example, on the takeout platform, many friends around Xiao Lei use several takeout accounts at the same time, which number has a large amount of coupons, and which number is cheaper to renew.
Mobile Internet has brought explosive information growth, and one of the important tasks of Internet enterprises is to keep users on the platform. On the other hand, Internet content companies need to use a variety of means to keep users staying on the content.
For many of today’s short video platforms, short videos have no progress bar function, while longer videos have a light progress bar. Some short video platforms even cancel the common sliding volume adjustment and brightness quick gestures in long video App, swiping up and down to switch to the next video.In short, so many coquettish operations, is to let users spend more time on the video platform.
Information cocoon room
In the era of mobile Internet, many people will feel that the content recommended by the algorithm more and more matches their preferences. But in the long run, this is not a good thing. In essence, it uses big data to identify the target population, and then makes a more detailed classification according to multiple factors such as age, personality, values and so on, so as to push the high matching content. Over time, it is difficult for users to get comprehensive information, so that they are trapped in the information cocoon room without knowing it.
At the beginning of the emergence and development of the Internet, many people praised it, thinking that the Internet has eliminated the estrangement of physical space, increased the speed of information flow exponentially, and further eliminated the information gap, thus eliminating the information cocoon house.But now, driven by commercial interests, Internet technology can also move towards the direction of thickening the information cocoon house.
Big data is based on massive data collection, and it is inevitable to collect a large amount of individual user information in this process. However, if these data are not preserved or used properly, the consequences will be catastrophic.In recent years, user information disclosure incidents have emerged one after another. For example, Cambridge Analytics stole 87 million users’ private information through Facebook, loopholes in the Google+ platform put nearly 50 million users at risk of disclosure, and 500 million pieces of personal information of a large domestic hotel group were sold on the secret Internet.
“on the Internet, no one knows that you are a dog”, which was a famous saying in the ancient Internet era. But the person who said this sentence, it is estimated that no one’s information and data is secure in the future Internet era.
There is not much users can do to resist big data’s evil.
Big data is essentially just a technology, as to play a positive or negative effect, after all, it depends on how to use it. And big data did evil, in most cases, commercial interests considerations prevailed over the protection of users’ rights and interests. In theory, users have the right to choose merchants and service parties.
But in reality, with the convergence and even monopoly of Internet services, the connection between our clothing, food, housing, transportation, work and life and the Internet is in the hands of a small number of Internet giants. Users do not have the right to choose, so it is impossible to vote with their feet.
Economic common sense in middle school tells us that when market regulation fails, macro intervention is needed. The most effective way to deal with greedy giants is regulation, so that the costs of doing evil outweigh the benefits of doing it. The Cambridge case of Facebook ended with a $5 billion fine from Facebook; Google paid tens of millions of dollars for Google+-related lawsuits and was fined 100m for improper use of cookie.
In fact, the corresponding means of domestic regulatory authorities are also increasing. At the end of last year, the “personal Information Protection Law of the people’s Republic of China” was formally implemented, and at the beginning of this year, the “regulations on the recommendation and Management of Internet Information Service algorithms” was promulgated, explicitly prohibiting familiarity, algorithmic discrimination and other phenomena. From last year to the present, a number of domestic departments have entered several enterprises to conduct security inspections to investigate the personal information security issues involved.
When the sword of Damocles continues to hang over his head, I believe that big data’s evil will be effectively curbed.