{"id":20324,"date":"2022-08-02T08:29:50","date_gmt":"2022-08-02T06:29:50","guid":{"rendered":"https:\/\/kinit.sk\/facebook-papers-and-disinformation\/"},"modified":"2022-08-02T10:51:18","modified_gmt":"2022-08-02T08:51:18","slug":"facebook-papers-a-dezinformacie","status":"publish","type":"post","link":"https:\/\/kinit.sk\/sk\/facebook-papers-a-dezinformacie\/","title":{"rendered":"Facebook Papers a Dezinform\u00e1cie"},"content":{"rendered":"
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Koncom okt\u00f3bra minul\u00e9ho roka za\u010dali niektor\u00e9 zahrani\u010dn\u00e9 m\u00e9di\u00e1 publikova\u0165 s\u00e9riu investigat\u00edvnych \u010dl\u00e1nkov, ktor\u00e9 sa zaoberali problematick\u00fdmi praktikami Facebooku. Dnes tieto \u010dl\u00e1nky pozn\u00e1me ako \u201cFacebook Files\u201d alebo \u201cFacebook Papers\u201d. V tomto \u010dl\u00e1nku sa bli\u017e\u0161ie pozrieme na to, \u010do vlastne Facebook Papers a Facebook Files s\u00fa a ak\u00e9 problematick\u00e9 praktiky sk\u00famaj\u00fa.
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Aby sme lep\u0161ie pochopili s\u00favislosti, mus\u00edme sa vr\u00e1ti\u0165 do m\u00e1ja 2017, ke\u010f denn\u00edk The Guardian uverejnil s\u00e9riu \u010dl\u00e1nkov s n\u00e1zvom „Facebook files“<\/a>. Tie boli zalo\u017een\u00e9 na v\u00fdpovediach whistleblowerov a opisovali ich sk\u00fasenost\u00ed s pr\u00e1cou vo Facebooku (teraz u\u017e platforma Meta, pre lep\u0161iu zrozumite\u013enos\u0165 budeme v \u010dl\u00e1nku hovori\u0165 o Facebooku) na poz\u00edcii moder\u00e1torov obsahu. T\u00edto zamestnanci prejavili svoju nespokojnos\u0165 vo\u010di nevhodn\u00fdm pracovn\u00fdm podmienkam v spolo\u010dnosti, konkr\u00e9tne na nedostato\u010dn\u00fa pr\u00edpravu na vykon\u00e1vanie tejto pr\u00e1ce ale aj na psychologick\u00e9 traumy sp\u00f4soben\u00e9 t\u00fdm, \u017ee s\u00fa vystaven\u00ed extr\u00e9mnemu a \u0161kodliv\u00e9mu obsahu. Uveden\u00e9 negat\u00edvne sk\u00fasenosti zamestnancov r\u00e1zne pouk\u00e1zali na \u0161ir\u0161\u00ed probl\u00e9m Facebooku v s\u00favislosti s moderovan\u00edm obsahu, ktor\u00fd je uverej\u0148ovan\u00fd na soci\u00e1lnej sieti. Probl\u00e9my okolo Facebooku zv\u00fdraznil aj \u0161kand\u00e1l okolo spolo\u010dnosti Cambrid<\/a>ge Analytica<\/a>, ktor\u00fd naplno odhalil zneu\u017e\u00edvanie soci\u00e1lnych siet\u00ed aj na politick\u00e9 \u00fa\u010dely. <\/p>\n<\/div>\n\n

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Uniknut\u00e9 Dokumenty<\/h3>\n<\/div>\n\n
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V septembri roku 2021 na povrch vypl\u00e1vali \u010fal\u0161ie kontroverzie t\u00fdkaj\u00face sa problematick\u00fdch prakt\u00edk soci\u00e1lnych siet\u00ed. Tentokr\u00e1t to bol denn\u00edk The Wall Street Journal, ktor\u00fd za\u010dal ako prv\u00fd publikova\u0165 s\u00e9riu \u010dl\u00e1nkov pod spolo\u010dn\u00fdm n\u00e1zvom \u201cFacebook Files\u201d. Jadrom tejto s\u00e9rie bolo 16 \u010dl\u00e1nkov ktor\u00e9 vych\u00e1dzali z uniknut\u00fdch intern\u00fdch dokumentov a v\u00fdskumn\u00fdch d\u00e1t spolo\u010dnosti Facebook. V\u0161etky tieto uniknut\u00e9 dokumenty sa v m\u00e9di\u00e1ch za\u010dali kolekt\u00edvne ozna\u010dova\u0165 ako Facebook Papers. V \u010dase zverejnenia e\u0161te nebolo jasn\u00e9, ako a od koho tieto dokumenty unikli. Av\u0161ak kr\u00e1tko na to, 3. okt\u00f3bra, ozn\u00e1mila Frances Haugen, b\u00fdval\u00e1 zamestnanky\u0148a Facebooku, \u017ee t\u00fdm z\u00e1hadn\u00fdm whistleblowerom bola ona a uviedla aj svoje d\u00f4vody, ke\u010f otvorene priznala, \u017ee:<\/p>\n<\/div>\n\n

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„Do\u0161lo ku konfliktu z\u00e1jmov medzi t\u00fdm, \u010do bolo dobr\u00e9 pre verejnos\u0165, a t\u00fdm, \u010do bolo dobr\u00e9 pre Faceboook. A Facebook sa znova a znova rozhodol pre svoje vlastn\u00e9 z\u00e1ujmy, a to viac zisku.“ <\/p>Frances Haugen<\/cite><\/blockquote>\n<\/div>\n\n

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Uniknut\u00e9 dokumenty, ktor\u00e9 odtajnila Francis Haugen obsahuj\u00fa nielen intern\u00e9 prezent\u00e1cie, \u010di v\u00fdskumn\u00e9 \u0161t\u00fadie, ale aj diskusn\u00e9 vl\u00e1kna zamestnancov a strategick\u00e9 pozn\u00e1mky spolo\u010dnosti Facebook. Nesk\u00f4r boli Facebook Papers spr\u00edstupnen\u00e9 konzorciu medzin\u00e1rodn\u00fdch tla\u010dov\u00fdch agent\u00far, ktor\u00e9 na z\u00e1klade z\u00edskan\u00fdch \u00fadajov za\u010dali podrobne informova\u0165 o problematick\u00fdch postupoch Facebooku. Rozsah t\u00e9m, ktor\u00e9 sa spom\u00ednaj\u00fa vo Facebook papers je \u0161irok\u00fd – od \u00fadajnej neschopnosti Facebooku moderova\u0165 problematick\u00fd obsah v niektor\u00fdch jazykoch a krajin\u00e1ch a\u017e po \u00fadajn\u00e9 vyu\u017e\u00edvanie Facebooku ileg\u00e1lnymi skupinami, napr\u00edklad pa\u0161er\u00e1kmi \u013eud\u00ed. My sa v\u0161ak zameriame na ot\u00e1zky ktor\u00e9 sa t\u00fdkaj\u00fa \u0161\u00edrenia dezinform\u00e1ci\u00ed a moderovania obsahu na z\u00e1klade algoritmov umelej inteligencie<\/strong>. <\/p>\n<\/div>\n\n

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Nedotknute\u013en\u00e9 \u00fa\u010dty <\/h3>\n<\/div>\n\n
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V tomto oh\u013eade jedn\u00fdm z najz\u00e1va\u017enej\u0161\u00edch zisten\u00ed bolo, \u017ee v r\u00e1mci moderovania \u0161kodliv\u00e9ho obsahu Facebook vytvoril VIP triedu svojich pou\u017e\u00edvate\u013eov – takzvan\u00fd XCheck. Do XChecku triedy patrili napr\u00edklad celebrity, politici ale aj niektor\u00ed novin\u00e1ri. Pre tieto vysokopostaven\u00e9 \u00fa\u010dty sa Facebook rozhodol nastavi\u0165 vy\u0161\u0161iu \u00farove\u0148 ochrany, aby zabezpe\u010dil, \u017ee pri ich posudzovan\u00ed nevznikne zbyto\u010dn\u00e1 negat\u00edvna medi\u00e1lna pozornos\u0165. Vo v\u00fdsledku sa v\u0161ak vytvorila kateg\u00f3ria „nedotknute\u013en\u00fdch“ \u00fa\u010dtov, pre ktor\u00e9 neplatili \u0161tandardn\u00e9 pravidl\u00e1 u\u017e\u00edvate\u013ea soci\u00e1lnej siete. In\u00fdmi slovami, ak bol ich obsah nahl\u00e1sen\u00fd in\u00fdmi u\u017e\u00edvate\u013emi pre poru\u0161enie podmienok Facebooku, zvy\u010dajne nenasledovalo zo strany spolo\u010dnosti \u017eiadne \u010fal\u0161ie pos\u00fadenie ani sankcie. Datab\u00e1za XCheck pritom nebola zanedbate\u013en\u00e1, obsahovala najmenej 5,8 mili\u00f3na VIP pou\u017e\u00edvate\u013eov, ktor\u00ed v pr\u00edpade \u0161\u00edrenia problematick\u00e9ho obsahu ne\u010delili \u017eiadnym d\u00f4sledkom.<\/p>\n<\/div>\n\n

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Maximaliz\u00e1cia pozornosti<\/h3>\n<\/div>\n\n
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Dnes u\u017e nie je tajomstvom, \u017ee obchodn\u00fd model Facebooku funguje na z\u00e1klade ekonomiky pozornosti. Pre obsahov\u00fa platformu, akou je Facebook, je preto prvorad\u00e9 udr\u017ea\u0165 si pozornos\u0165 pou\u017e\u00edvate\u013ea \u010do najdlh\u0161ie. Na to je potrebn\u00e9 prezentova\u0165 obsah, ktor\u00fd je pre pou\u017e\u00edvate\u013ea zauj\u00edmav\u00fd. O to sa staraj\u00fa odpor\u00fa\u010dacie algoritmy Facebooku, ktor\u00e9 rozhoduj\u00fa o tom, ak\u00fd obsah sa pou\u017e\u00edvate\u013eom soci\u00e1lnej siete zobraz\u00ed. Do rozhodovania algoritmu m\u00f4\u017eu vstupova\u0165 faktory ako popularita obsahu, osobn\u00e9 preferencie pou\u017e\u00edvate\u013ea, ale aj emocionalita, kontroverznos\u0165 obsahu \u010di emocion\u00e1lny stav pou\u017e\u00edvate\u013ea. <\/p>\n<\/div>\n\n

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Algoritmus soci\u00e1lnej siete m\u00f4\u017ee zobra\u0165  do \u00favahy viac ako 10 000 r\u00f4znych parametrov, ktor\u00e9 n\u00e1sledne posudzuje tak, aby poskytol u\u017e\u00edvate\u013eovi personalizovan\u00fd obsah, ktor\u00fd udr\u017e\u00ed jeho pozornos\u0165 po \u010do najdlh\u0161iu dobu. Konkr\u00e9tne hodnoty a v\u00e1hy priraden\u00e9 t\u00fdmto parametrom nie s\u00fa verejne zn\u00e1me, \u010d\u00edm sa algoritmus st\u00e1va neprieh\u013eadn\u00fdm a netransparentn\u00fdm. Z Facebook papers navy\u0161e vypl\u00fdva, \u017ee od roku 2017 algoritmus hodnotenia Facebooku pova\u017eoval reakcie u\u017e\u00edvate\u013eov cez emotikony (napr. emotikon hnevu) za p\u00e4\u0165kr\u00e1t hodnotnej\u0161ie ako reakcie cez be\u017en\u00e9 lajky<\/a>.  Pritom aj samotn\u00ed zamestnanci si uvedomovali potenci\u00e1lne rizik\u00e1 tak\u00e9hoto rozhodnutia. <\/p>\n<\/div>\n\n

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Napr\u00edklad to znamen\u00e1, \u017ee kontroverznej\u0161\u00ed obsah, ktor\u00fd vyvol\u00e1va nahnevan\u00e9 reakcie, sa bude po soci\u00e1lnej sieti \u0161\u00edri\u0165 r\u00fdchlej\u0161ie a dostane sa k viac u\u017e\u00edvate\u013eom ako obsahovo hodnotnej\u0161\u00ed ale nekontroverzn\u00fd obsah<\/strong>. Z uniknut\u00fdch dokumentov sa d\u00e1 predpoklada\u0165, \u017ee spolo\u010dnos\u0165 Facebook si bola vedom\u00e1 faktu, \u017ee kontroverzn\u00fd obsah bude s v\u00e4\u010d\u0161ou pravdepodobnos\u0165ou obsahova\u0165 dezinform\u00e1cie, toxick\u00e9 \u010di nekvalitn\u00e9 spr\u00e1vy, ale s oh\u013eadom na vy\u0161\u0161\u00ed z\u00e1ujem u\u017e\u00edvate\u013eov sledova\u0165 tak\u00e9to spr\u00e1vy nemala potrebu r\u00e1zne zakro\u010di\u0165. <\/p>\n<\/div>\n\n

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Algoritmy v \u00falohe moder\u00e1tora<\/h3>\n<\/div>\n\n
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Facebook verejne deklaroval, \u017ee na odha\u013eovanie a moderovanie problematick\u00e9ho obsahu na svojej platforme pou\u017e\u00edva algoritmy umelej inteligencie. Z uniknut\u00fdch dokumentov v\u0161ak vypl\u00fdva, \u017ee \u00faspe\u0161nos\u0165 tohto automatizovan\u00e9ho moderovania bola prinajmen\u0161om diskutabiln\u00e1. Dokumenty nazna\u010duj\u00fa, \u017ee \u017ee ich algoritmy mali \u010dasto probl\u00e9m spr\u00e1vne ozna\u010di\u0165 aj extr\u00e9mny obsah, ako s\u00fa vide\u00e1 s n\u00e1siln\u00fdmi stre\u013ebami. V skuto\u010dnosti algoritmy umelej inteligencie odstra\u0148ovali len 0,6 % v\u0161etk\u00e9ho obsahu<\/a>, ktor\u00fd poru\u0161uje z\u00e1sady a pravidl\u00e1 Facebooku proti n\u00e1siliu a podnecovaniu k nemu. <\/p>\n<\/div>\n\n

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Odozvy na kontroverziu vyvolan\u00fa zverejnen\u00edm Facebook Papers a Facebook Files boli r\u00f4zne. Na jednej strane zazneli hlasy, \u017ee tak\u00e9to praktiky nie s\u00fa v\u00f4bec prekvapuj\u00face a dali sa od spolo\u010dnosti o\u010dak\u00e1va\u0165. In\u00e9 vyjadrili n\u00e1dej, \u017ee pr\u00edklady osobnej odvahy  whistleblowerov ako Frances Haugen a \u010fal\u0161\u00edch nespokojn\u00fdch zamestnancov maj\u00fa mo\u017enos\u0165 ovplyvni\u0165 poz\u00edciu Facebooku v demokratickej spolo\u010dnosti. Vo svojej v\u00fdpovedi<\/a> v Eur\u00f3pskom parlamente za\u010diatkom novembra 2021 Frances Haugen ocenila z\u00e1konodarcov E\u00da a ich \u00fasilie o zv\u00fd\u0161enie online bezpe\u010dnosti a transparentnosti algoritmov prostredn\u00edctvom n\u00e1vrhu Aktu o digit\u00e1lnych slu\u017eb\u00e1ch (DSA)<\/a>. Haugen v\u0161ak pouk\u00e1zala aj na niektor\u00e9 problematick\u00e9 aspekty a medzery v DSA. Patria medzi ne v\u00fdnimka pre tzv. spravodajsk\u00e9 m\u00e9di\u00e1, alebo v\u00fdnimka z obchodn\u00e9ho tajomstva, ktor\u00e9 by mohli s\u0165a\u017ei\u0165 boj proti nen\u00e1vistn\u00fdm prejavom a dezinform\u00e1ci\u00e1m \u010di obmedzi\u0165 \u00fasilie o spreh\u013eadnenie odpor\u00fa\u010dac\u00edch algoritmov soci\u00e1lnych siet\u00ed.<\/p>\n<\/div>\n\n

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Potreba extern\u00fdch auditov<\/h3>\n<\/div>\n\n
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Kauzy ako Facebook Papers prin\u00e1\u0161aj\u00fa do debaty o regul\u00e1cii soci\u00e1lnych siet\u00ed nieko\u013eko k\u013e\u00fa\u010dov\u00fdch poznatkov. Pomerne jasne pouk\u00e1zali na to, \u017ee Facebook uprednost\u0148uje \u010do najvy\u0161\u0161iu interakciu u\u017e\u00edvate\u013eov s obsahom pred ich bezpe\u010dnos\u0165ou. Okrem toho sa uk\u00e1zalo, \u017ee vo ve\u013ekej \u010dasti sveta nedok\u00e1\u017ee platforma \u00fa\u010dinne moderova\u0165 obsah a \u017ee mnoh\u00e9 verejn\u00e9 vyhl\u00e1senia Facebooku s\u00fa v rozpore so skuto\u010dnou realitou, ktor\u00fa potvrdzuj\u00fa aj ich vlastn\u00e9 v\u00fdskumn\u00e9 v\u00fdsledky a intern\u00e1 komunik\u00e1cia medzi zamestnancami. <\/p>\n<\/div>\n\n

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Facebook je pritom jednou z platforiem, na ktorej je pre v\u00fdskumn\u00edkov dnes skoro nemo\u017en\u00e9 z\u00edska\u0165 pr\u00edstup k d\u00e1tam a vykona\u0165 ak\u00fdko\u013evek extern\u00fd audit<\/strong>. Je potom ve\u013emi \u0165a\u017ek\u00e9 spo\u013eahlivo overi\u0165 platnos\u0165 ich verejn\u00fdch tvrden\u00ed o tom, ako efekt\u00edvne bojuj\u00fa proti dezinform\u00e1ci\u00e1m a problematick\u00e9mu obsahu, ak nedok\u00e1\u017eeme napr\u00edklad ani zmera\u0165, ako \u010dasto bol konkr\u00e9tny (dezinforma\u010dn\u00fd) obsah u\u017e\u00edvate\u013eom odpor\u00fa\u010dan\u00fd. Zverejnenie podrobn\u00fdch anal\u00fdz vr\u00e1tane v\u00fdskumn\u00fdch pl\u00e1nov a \u0161tatistick\u00fdch pr\u00edloh v\u00fdskumu, ktor\u00fd Facebook vykon\u00e1val interne mohlo by\u0165 obzvl\u00e1\u0161\u0165 prospe\u0161n\u00e9 pre v\u00fdskumn\u00edkov a spravodajsk\u00e9 organiz\u00e1cie, ktor\u00e9 boli vynechan\u00e9 z anal\u00fdzy uniknut\u00fdch dokumentov, najm\u00e4 pre tie na Slovensku a v in\u00fdch postkomunistick\u00fdch krajin\u00e1ch, kde je dlhodobo odolnos\u0165 vo\u010di dezinform\u00e1ci\u00e1m ve\u013emi n\u00edzka<\/a>. Aj preto dnes pova\u017eujeme extern\u00e9 audity soci\u00e1lnych siet\u00ed a online platforiem, za jeden zo z\u00e1kladn\u00fdch n\u00e1strojov na zv\u00fd\u0161enie zodpovednosti ich prev\u00e1dzkovate\u013eov vo\u010di spolo\u010dnosti. <\/p>\n<\/div>\n\n

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Tento \u010dl\u00e1nok vy\u0161iel aj v augustovom \u010d\u00edsle \u010dasopisu Quark. \u010cl\u00e1nok si m\u00f4\u017eete pozrie\u0165 tu<\/a>.<\/p>\n<\/div>\n\n

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\"\"<\/a><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"

Koncom okt\u00f3bra minul\u00e9ho roka za\u010dali niektor\u00e9 zahrani\u010dn\u00e9 m\u00e9di\u00e1 publikova\u0165 s\u00e9riu investigat\u00edvnych \u010dl\u00e1nkov, ktor\u00e9 sa zaoberali problematick\u00fdmi praktikami Facebooku. Dnes tieto \u010dl\u00e1nky pozn\u00e1me ako \u201cFacebook Files\u201d alebo \u201cFacebook Papers\u201d. V tomto…<\/p>\n","protected":false},"author":26,"featured_media":20309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[88,349,56,10,17],"tags":[111,217,226],"class_list":["post-20324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pop-science-sk","category-2022-sk","category-56","category-ethics-and-human-values-in-technology","category-pop-science","tag-disinformation-sk","tag-social-media","tag-social-media-2"],"acf":[],"yoast_head":"\nFacebook Papers a Dezinform\u00e1cie - KInIT<\/title>\n<meta name=\"description\" content=\"Towards the end of October 2021, various media outlets started to publish a series of investigative articles on problematic Facebook practices. These have become familiar under the names Facebook Files or Facebook Papers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kinit.sk\/sk\/facebook-papers-a-dezinformacie\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook Papers a Dezinform\u00e1cie - KInIT\" \/>\n<meta property=\"og:description\" content=\"Towards the end of October 2021, various media outlets started to publish a series of investigative articles on problematic Facebook practices. 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