In 2012, Facebook data scientists
conducted a study titled, “Experimental evidence of massive-scale
emotional contagion through social networks.” The study involved
the secret modification of users’ news feeds to include positive or
negative content. The emotional states of the users were then
analyzed by studying their posts. “The goal of everything we do is
to change people’s actual behavior at scale…We can capture their
behaviors, identify good and bad behaviors, and develop ways to
reward the good and punish the bad,” said one chief data scientist
in a conversation with Harvard business professor Shoshanna Zuboff.
Cookies and other tracking code are already being used by online
advertisers to track the behaviors and habits of internet users, with
details including the sites they visit and how long they spend
scrolling, highlighting, or hovering their mouse over certain parts
of a page. Google scans emails and private chats for information
useful in “personalizing” content and for ad targeting. Yet that
information is considered primitive compared to the kind of data that
can be harvested through VR.
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