2017年12月22日 01:03

臉書前任高階主管:『社群網站在撕裂社會』(翻譯: 喜貓)

臉書前任高階主管:『社群網站在撕裂社會』

前臉書高階主管錢瑪帕哈提亞,最近在史丹佛商學院的演講,分享他在社群網站的強烈觀點。2007帕哈提亞成為臉書使用者成長處的副總裁,他現在覺得『萬分愧疚』,一家公司的成立完全在撕裂社會。

我想我們發展出一些工具,在撕裂一個社會如何運作的紋理。他的建議是徹底告別所有的社群網站平台,社群網站整體而言在利用人性的弱點。社群網站短暫的回饋迴路,設計來竄升使用者腦內的多巴胺,然後讓他上癮,只為短期的滿足感-短暫被接受與被欣賞的存在感。臉書特別是個在豢養自戀狂的地方,產生一個自我的文化,取代實際的對話與聆聽。使用者通常根據錯誤的情報與個人的扭曲在做假設,最終會摧毀人際的對話與理解。

不是到營火旁享受快樂的時光,或做個長長的散心,或與家人朋友騎腳踏車,更多人是宅在家,坐在電腦螢幕後面,與按讚/鍵盤動作/或其他符號互動,扭曲了真正的人間關係。

不同國家的公司行號、意識團體、與政治團體,在臉書放廣告,意圖捕捉特定族群的情感動向。政治與信仰的主題成為分裂的工具,界定人們的印象與聲譽。分裂的伎倆破壞真正的世界合作,而散播扭曲與刻板印象的認知。


操弄的人非常擅長利用臉書找到其他人任意所為,其中一個例子是散播在WhatsApp綁架的惡作劇消息,導致了七名無辜的印度人士被動用私刑。

帕哈提亞加入一個在成長的合唱團,由臉書離職的員工所組成。他們不用網站,承認公司這樣不當的行為。前任臉書產品經理安東尼賈西亞承認,臉書說謊操縱,根據所收集的資料影響他們的使用者。臉書投資人西恩帕克現在遠離所有的社群媒體,因為像臉書這樣的公司成功,只因為他們挖掘人性的脆弱。
社群網站有很多好用的東西,很容易讓人掉入陷阱,那都是有意讓人多待在網站久一點。很多使用者上癮,多巴胺竄升,只想贏得更多讚。其它人感覺到社群網站給他們更寬廣的發聲管道,經常性在回應上尋找取暖的人。當按讚與回應不再,使用者就得不到大腦依賴的甜點。這樣簡單的人性弱點,為大腦布下只為得到注意的線路。

低情商的人會利用網站,做更進一步想吸引人注意、同情、或讚賞的事。來自人性的假設與膚淺論戰,最終改變人們彼此在真實生活的觀點,造成浮誇與背叛的問題。

這些是社群網站的陰暗面,來自臉書離職員工的警告。很重要的是,使用者要減少花在社群網站的時間,保持健康的心靈,避免被操縱。使用者應該立志只為了有生產價值的目的使用社群網站,或乾脆完全不用。


Former Facebook exec: Social media is “ripping society apart”
Former Facebook executive Chamath Palihapitiya recently shared his strong views on social media in a speech at the Stanford Graduate School of Business. In 2007 Palihapitiya became Facebook’s vice president for user growth. He now feels “tremendous guilt” for building a company that is truly “ripping society apart.”
“I think we have created tools that are ripping apart the social fabric of how society works,” says Palihapitiya. His advice for people now is to take a “hard break” from all social media platforms. Social media in general takes advantage of weaknesses in human psychology. Social media’s short-term feedback loops are designed to drive up dopamine levels in user’s brains, therefore addicting user’s to short bursts of satisfaction and short-lived feelings of acceptance and admiration. Facebook is particularly a breeding ground for narcissistic behavior and is creating a culture all about self. Instead of talking and listening, users often make assumptions based on misinformation and personal bias, which ultimately destroys civil discourse and understanding.
Instead of enjoying time around a campfire, taking long walks or riding bikes with family and friends, more people spend their time indoors, behind a screen, interacting with “thumbs-up” and “like” symbols, among other point and click activities that distort real human relationships.

Firms from various countries, ideologies and political groups put out Facebook ads and memes that prey on the emotions of select demographics of Facebook users. The political and belief-driven themes become divisive tools that define people’s images and reputations. The divisive tricks destroy real-world cooperation while spreading misinformation and stereotyping people’s identities.

He says that manipulators are very capable of using Facebook to get other people to do what they want. One of the examples he gave included a hoax message about kidnappings on WhatsApp. The hoax led to the lynching of seven innocent people in India.

Palihapitiya joins a growing chorus of former Facebook employees who do not use the site and admit to the corporation’s deceptive ways. Former Facebook product manager Antonio Garcia-Martinez admitted that Facebook lies about its ability to manipulate and influence its users based on the data they collect about them. Facebook investor Sean Parker now objects to all social media because companies such as Facebook only succeed because they “exploit vulnerability in human psychology.”

While there are many good uses for social media sites, it’s easy to fall into the traps that are intentionally designed to keep you on the site longer. Many users become addicted to the dopamine rush of getting more “likes.” Others feel like social media gives them a broader voice and constantly look for those who agree and cheer them on in the comments. When the likes and support don’t show up, users don’t get the fix that their brain relies on. This simple fact of human psychology wires the brain to be attention seeking. (Related: Woman shoots and kills her boyfriend in YouTube stunt gone incredibly wrong.)

Users with low emotional intelligence will use the site to further lash out for more attention, sympathy, or admiration. The assumptions and frivolous arguments that result from the ups and downs of exploited human psychology ultimately change people’s perspectives on one another in real life, causing issues that get blown out of proportion and further betrayal.

With all the warnings coming out about social media’s dark side from former Facebook employees, it is imperative that users cut back on time spent on social media. In order to maintain a healthy mind and prevent being manipulated, users should vow to use the social media platforms only for productive purposes or not use them at all.
資料來源
Sources include:

BlacklistedNews.com

NYTimes.com

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