Big data sharpened, are you willing to be a "cow and sheep" to be slaughtered...

Without Ye Wenjie to send a message, there would be no Zhizi locking human technology!

If there is no shock and awe of the dark forest, there will be no Luo Ji sword deterrence era!

If there were no euthanasia of Yuntianming, there would be no hidden metaphor in three-body fairy tales!

Therefore, to some extent, the experience of the whole "three-body" world is the ultimate interpretation of "information asymmetry", but it has become a scene of space opera under Da Liu's spring and autumn brushwork.

And what is the nature of information?

Nothing more than data.

The processing and folding of information can rise to "technology".

At a small level, data involves personal privacy, such as right and wrong, right and wrong, and position; at a large level, data is participating in and interfering with the social life of the entire human world, whether yesterday, today or tomorrow.

When more and more history is transcribed by the Internet, more and more traces are captured by the Internet, and more and more emotions are magnified by the Internet; unconsciously, we have become accustomed to the life of WiFi in the space and byte in the air; just like the bird's desire for freedom and the fish must live in the water, it is difficult for us to escape the "net" within our reach ".

In August 2018, the statistics agency Strategy Analytics's AppOptix released a set of data: Android phone users unlock 65.8 times a day on average, with a cumulative screen reading time of 4 hours.

Naturally, this set of data cannot be generalized.

Compared with the booming Internet ecology in China, we have nothing better than it.

We were "fortunate" to avoid the indiscriminate bombardment of Facebook, Twitter, Instagram and Snapchat, but fell into the fantasy of microblogs, WeChat, fast hands and tremolo: reading all the world's major events on microblogs, digging deep into anecdotes on WeChat, tasting the best of the world on fast hands, sitting in the 3,000 harem on tremolo, then chasing fans at Station B and chasing dramas at Youaiteng, A little Buddha, a little mourning, and a little lazy, this seems to be the daily routine of most young people.

And living in such a daily life that can see the end at a glance, we are like "Digimon" stocked around the trough, and we will create a huge data stream every moment.

However, because these data cannot be realized directly, some of the valid data are confused in more invalid data, which must be packaged and regular before it makes sense. When the data accumulates to a certain scale, catch up or fabricate a tuyere out of thin air, this is the business model of most Internet enterprises.

Because of the limited value of personal data, companies often use the "pig-raising model" that they like in the early stage of survival, but if the scale is really unable to grow, they will adopt the tactic of "fishing with exhaustion.

However, if users have the opportunity to change, enterprises will not be so eager for quick success and instant benefits. For a long time, they will focus on user experience and increment until they pass the irreversible "commercialization" process ".

In this process, enterprises look at "money", but users can be roughly divided into four categories: fish that eats dry and clean without spitting bones, pigs that are fattened and killed again, sheep that are unaware of it, and iron rooster that does not draw a hair.

We have no intention of pursuing the philistine of the enterprise, nor do we have the qualification to criticize the utilitarian of users. As a "data farmer", the Internet enterprise and the users who are willing to be "digital baby" are originally similar to the "business behavior" of "Jiang Taigong fishing". As long as they do not touch the bottom line of the law, this kind of behavior is normal.

But the question now is:

On the one hand, legislation in the field of the Internet is either to make up for it, or to come late. We always want to make up for it after problems arise, and we can't fundamentally put an end to these Internet enterprises that drill loopholes;

On the other hand, after some Internet companies have a certain user scale, they often have the illusion that they are too tired to follow the rules and regulations. They always actively or passively want to test the boundaries of the law and want to make a wave of "quick money"., No matter how bad it is, they have to make a wave of traffic.

This brings a consequence. The cost of "breaking the law" on the Internet is not so high, so there are always people who "take risks".

After all, the current Internet law is not sound enough to cover all aspects.

Even if it really becomes a "public enemy of the whole people" and is "stopped" by the relevant departments, a ban, removal, apology, or suspension of rectification can solve most of the problems; if the problem is more serious, it seems "harmless" to delete the number, enter the "cold palace", or become "Laolai".

This also leads to the current Internet environment is extremely "restless":

Several established dignitaries monopolize the caliber of the vast majority of users. If the emerging aristocrats want to rise, they must "overtake on the curve" on the road under their eyes and the tail is too big ";

They must rise up in the grass like Weibo, step on the shoulders of giants like WeChat, be free from arrogance and rashness like fast hands, or be supreme like trembles.

From microblog to tremolo, these "data ecology" have their own explosive characteristics.

However, the reason why tremolo can override microblog, WeChat and Kuaishou is certainly related to the content mode, presentation mode and information/data density it carries. However, in essence, it is still because of the recommendation algorithm of tremolo, which is good at pleasing users with higher density of "interest" data, and this set of data is always hard on the headlines.

Of course, on one side, microblogs, WeChat, Kuaishou and tremolo are making great profits, while on the other side, many flashes, toilets, chat treasures and the nearest oasis, zao, are moving high and low. The former can be described as a victory of ecological logic, while the short-lived of the latter is not so much due to their respective strengths as due to controversy.

To some extent, although there are still some "crazy people" users with rhythm, users are becoming more and more mature on the whole: we begin to pay attention to personal privacy, resist infringement, do not care about small profits, and are no longer keen on the "radical" relationship between close friends and strangers.

When we began to call for escape from WeChat, Weibo, Douyin and Kuaishou, this wave of Internet companies has not yet seen through; in their "feudal thinking", users such as "digital babies" only need to give them "nipples" "Happy" will honestly open up wasteland for themselves like a "water army.

(1)
Big Data Valuable
○

The necessity of the Internet?

Presumably we don't need to go into details.

From the earliest BBS, Tianya and Maopu, to the powerful microblogs, WeChat and headlines that came from behind, from the tepid Douban, Zhihu and NetEase Cloud Music, to the newly rising upstart Fast Hands, Shake Sound and Little Red Riding Book. We are like tireless "digital babies", searching for "oasis" one after another in the wild and wild digital world ".

Compared with those prescient "vested interests" who can always be like a duck to water under the rules, we can only become the digital majority; we can only watch them rise up high-rise buildings, feast guests, and collapse., And then chase the next tuyere.

If we say that multi-flash, toilet, chat treasure, oasis and zao are just "isolated islands", then microblogs, wechat, fast hands, trembles and Facebook, Twitter, Instagram and Snapchat are "new continents". They are producing a large amount of behavior and emotional data all the time, and these data are the "sense of existence" that most people need ".

When shopping, there are e-commerce, door-to-door delivery and express delivery, when hungry, you can order takeout, you can call a car if you want to go far away, you can scan the code to pay on the street, you want to watch movies and choose seats online... Such a life a hundred years ago, we can't even think about it.

However, in the Internet age, everything far away seems to be within reach, everything forgotten by time has memories in black and white, and everything that happens tomorrow can be found more or less. Coupled with our current focus on tuyere automatic driving, 5G, interconnection of everything and AI, we have long been inseparable from the network, or this "utopia" built by data ".

At the end of August, the China Internet Network Information Center confirmed that "China's Internet users have reached 0.854 billion". These people gather together to have a huge influence no matter what they do; and their unconscious "production" data is generated every minute and every second. All are "big data".

What can big data do?

Small to personal privacy, smart wear; large to public transportation, urban brain.

Big data can provide a large amount of reference and learning data for data analysts and artificial intelligence, so that they can test and find the optimal solution under the existing resources.

For example, WeChat transportation cards have been launched in nearly 200 cities across the country, while WeChat and Alipay have also begun to gradually cover subway stations across the country. This will greatly improve the efficiency of users' travel and subway.

Of course, big data is not "profitable but harmless". For example, Russia recently accused Google of interfering in its election, while the United States accused Russian hackers of interfering in its election as early as 2016.

Did you find out that those involving big data:

The imperceptible influence of personal income does not have that great repercussions, but it is widely needed for enterprises and society. This involves some gray scale and quick success and instant benefits: it is necessary to know that the rise of every traffic platform is a traffic dividend brought about by the "extreme processing" of data; However, some platforms survived after hitting the south wall, and some platforms died sadly after thousands of arrows pierced their hearts, thus many Internet enterprises are prone.

The Netherlands claimed that Windows 10 remote collection of user data may violate privacy laws; the U.S. Senate accused Zuckerberg of lying on privacy issues and should be sentenced to prison; in China, Storm Group was investigated by the Securities Regulatory Commission for suspected information disclosure violations......

On the one hand, large companies frequently violate regulations and "step on the border"; on the other hand, users actively or passively trust a large amount of data in order to enjoy the convenience of scientific and technological life; some private data is enriched on various platforms over time, which in turn makes big data platforms "covet".

So, what charm does big data have that makes individuals, enterprises and society "stirring"?

First, big data is worth millions

If high school students steal hundreds of millions of pieces of citizen information and sell them overseas, the profit 20,000 cannot make you feel the value of "data"; then YouTube the invasion of children's privacy, will Google pay the FTC a fine of $0.2 billion to make you sit tight?

If McAfee plans to IPO this year, seeking a valuation of $8 billion makes you feel too far away. Will the maximum reward of $10,000 Facebook the Libra Association's release of a loophole reward plan get you to rub your hands?

Second: Big Data Affects People's Livelihood

If the Facebook user's telephone number database is exposed, more than 0.419 billion pieces of data cannot make you feel the same way. Then Alipay users' low-carbon behavior data are connected with tree planting behavior in desertified areas. Can 7.92 million tons of carbon emission reduction in 3 years make you feel at the scene?

If Shanghai Disney lets go, some food can be brought into the security check. More humane measures make people feel less respected. Then Alipay is willing to pay 5 million insurance for your income that you cannot make ends meet. Can you feel satisfied?

Third: Big Data Shakes Public Security

If a U.S. judge rules against forcing suspects to use biometric technology to unlock the iPhone, you will sigh. Is it a bit of a mess for U.S. presidential candidates to appoint officials to prevent Facebook Google from controlling the news media?

If the FBI and others call a meeting of Internet giants and deploy ahead of schedule to ensure the safety of next year's election, you will feel unnecessary. So the Twitter account of Twitter CEO Dorsey was invaded by the hacker organization "The Chuckling Squad" and released racist remarks to defend Nazi Germany. Did you break out in a cold sweat?

It can be seen that from small personal privacy to large social security, huge "social energy" can erupt in the face of "big data"; but whether this energy is positive or negative requires society, the public, and The enterprise itself "weighs".



②
Big data chaos?
○

In the early 1990s, the Internet was not yet popular.

Twenty-five years ago, Internet bosses were still "surfing" in the most primitive forums ".

In 2018, some enterprises broke through the trillion-dollar market value mark and the Internet economy was booming.

There used to be a "barren". With the migration of 51% netizens around the world, the two-dimensional world composed of 0 and 1 is changing with each passing day, and even has the ability to interfere with reality. And we are giving data more functions and intelligence, 5G and AI will also aggravate the efficiency of data generation and dissemination, and the hidden dangers of big data will inevitably breed more social problems.

Before that, we might as well look at what practical problems big data has caused?

1. Star Enterprises

OYO bought Danamica, a Danish data science company, for US $10 million, and Bingjian Technology, a big data wind control platform, won 0.335 billion yuan in a Pre-C round of financing.

Google broke out its security vulnerabilities before Apple's press conference and Tesla APP went down for four hours last Tuesday, which can be said to have taught some people a lesson: big data is really valuable, and star enterprises are not so safe.

2, scan code payment

As we enter the "code scanning era", new industries, new models and new formats spawned by QR codes continue to emerge, and QR codes are permeating all fields of national economy and social life.

However, the relevant supporting industrial mechanisms such as security and credibility, unified authentication, inspection and testing are not perfect, and the code-making technology has almost zero threshold. This gives criminals loopholes in implanting viruses, Trojan horse programs, fee deduction software, etc. into two-dimensional codes, and also brings great difficulties to the police in detecting two-dimensional code fraud.

3. Digital currency

How hot is Bitcoin? It soared to a peak of US $19666 on December 29, 2017 and plummeted to US $3122.3 in 2018. In 2019, it began to rise again, breaking through the 5000 and returning to the US $10,000 mark in April and June.

Whether bitcoin is valuable or not, at least the algorithm of the block chain is very meaningful, but to say that bitcoin is comparable to house prices is a bit of rhetoric.

4. Social disputes

If the UN survey shows that 1/3 young people have suffered cyber bullying is not enough to remind people, can the global controversy caused by AI face change make you reflect on the importance of personal privacy data?

You know, even Facebook and Microsoft were alarmed. They jointly launched the "Deep Forgery Detection Challenge".

Closer, do you still remember Uniqlo, which was on the cusp of the storm?

5. Entertainment Brush List

If the tens of billions of watching data of movies and TV plays and the hundreds of millions of fans of star websites have not yet made you question them. Then, from Wu Yifan fans to "touch porcelain" to Meng Meiqi professional fans to "illegally raise funds", can you get out of the illusion of "brushing the list.

We do not doubt that there are many Chinese people, nor do we doubt their spending power, but if you firmly believe that with the birth of "new idols", the data of the "older generation" are still thriving, it is a bit "self-deception".

6. Campus Monitoring

In 2018, when "webcast" entered the campus, it caused controversy, and Ding Lei even threw 0.1 billion.

In 2019, the "classroom camera" entered the campus under the skin of "campus safety", and there was a public outcry.

It is not to say that the campus must be a forbidden area of "modern technology", but the posture of individual companies that only see benefits and do not pay attention to eating is too ugly.

7. Social authorization

For Fang Shengfang's dead ZAO, no one knows better about standing on the cusp of "fluke".

It takes users' privacy as a joke, and it's no wonder that other people are attacking it.

To some extent, zao and oasis are no different.



(3)
The Dark Side of Big Data?
○

The above problems have penetrated into almost every corner of human life.

What exists outside those corners is probably the "dark side" of big data ".

No matter how much convenience big data brings to our life and society, we must always be sure that big data is not omnipotent, and what it brings is not necessarily helpful, but also decadent.

It is to make the government fear, make the market crazy, let enterprises take risks, let users take the blame.

First, big data monopoly

Since the end of the Obama administration's monopoly investigation into Google's search business in 2013, another 48 states have announced antitrust investigations against Google; on July 23, 2019, the U.S. Department of Justice announced the beginning of an investigation into the market monopoly of technology companies.

Democratic candidates even directly claimed that they should focus on splitting up large companies like Amazon and Facebook.

And Woz also said before the press conference that Apple should have split into multiple independent companies long ago.

Second, big data fraud

Star Aid App is not the culprit of big data fraud, but it is the "leading bird" in big data fraud. The deformed fan culture forwarded by 0.1 billion is just a "cancer" parasitic on big data ".

From the initial "Wenzhou real estate speculation group" to the later stock speculation, currency speculation and shoes speculation; the phenomenon that the value cannot match the product itself, but is "held in the palm of the hand" by the market, this data seems to be more or less untrue.

However, due to the self-regulation of market mechanisms, the existence of some "bubbles" is instead "healthy.

Third, big data kill

In 2018, the word "big data" began to enter the public view. From Fliggy, Didi to Ctrip, none of these Internet companies seems to be "absolutely clean", especially after they adopt the interest engine and the search mechanism of one thousand people.

However, the killing of big data is not the characteristic of domestic Internet enterprises.

As early as 2000, Amazon stood at the forefront of the storm because of big data. Finally, Bezos personally came forward to apologize to the public and stop this "differential pricing experiment" before it stopped.

However, Apple also fell into a whirlpool of big data differences in May this year: many netizens responded that the cost of buying videos and QQ members in China through Apple devices such as iPhone and iPad, and taking taxis through taxi-hailing software such as Didi, was higher than that on Android devices.

Fourth, big data abuse

As for our personal phone calls, how did we call in so many "advertising sales" for the time being.

When the use of ethics is still in doubt, Kuang Shi captures students' classroom behavior without authorization, and it is also a 360 degree AI monitoring of the whole process without dead corners. When did we have such expensive and high-tech teaching facilities, but they were not used to help improve the quality of teaching?

And ZAO's authorization "mystery logic", an agreement is like avoiding all legal issues of the trickery, is just a cover-up; acquiesce in the "ZAO" and its affiliates worldwide completely free, irrevocable, permanent, The right to be re-authorized and re-licensed is a "bandit act".

Of course, for the current phenomenon that prominent Internet companies are lending money, cleanliness is our only answer.



④
How to set things right?
○

Big data certainly has various hidden dangers, but in the context of the "digital society", we will not "stop eating because of choking"; it is just that in the process of "production" and "burning" big data, we need to "set things right".

To some extent, big data is more like a flood, so what we have to do is not to block or prevent; it is to "dredge" like Dayu, or to rebuild a "city-state" like Gun ".

First: Improve the new regulations

From today's headlines, Netease News, Daily Express, Phoenix News and other information APP were urgently stopped downloading, to 23 live broadcast platforms such as Volcano, Zanthoxylum bungeanum, Fun, Zanthoxylum bungeanum and Mo Xiu were interviewed. From 15 big data companies, 15 short video companies such as tremolo, fast hand, micro-vision and beep mile were found to be interviewed. It can be seen that the market has left too.

This urgently requires the market to have a relatively "perfect" law to urge these platforms to "step by step".

In June 2018, California promulgated the California Consumer Privacy Act of 2018, which aims to strengthen consumer privacy and data security protection, which will take effect on January 1, 2020.

In August 2019, the United States and France agreed on the issue of "digital services tax" during the G7 summit: to explore the controversial "digital tax".

In September 2019, U.S. lawmakers from both parties formed a group to ask Google to expand the use of corresponding technologies to prevent infringement of small creators who are "at a significant disadvantage.

The United States is one step ahead, and the country is accelerating to keep up.

In August 2019, the Information Office of the State Council issued laws and regulations to strengthen the protection of personal information.

In September 2019, the Ministry of Industry and Information Technology publicly solicited opinions on the "Industrial Big Data Development Guidance (Draft for Comments)" and recently approved the establishment of a root mirror server to strengthen Internet governance.

Second: Purify the Old Ecology

If the improvement of the new regulations requires external forces to divide the boundaries of the "data ecology", then purifying the old ecology is the "bone scraping and healing" that the enterprise itself actively or passively carries out for future development ".

This is to kill the "black hole" of data from the source and "actively" create a cleaner Internet environment for users.

On August 30, 2019, the China Association for Science and Technology, the National Health Commission and other departments officially launched the "Scientific Rumor Refusing Platform".

On September 5, 2019, the Ministry of Education and other eight ministries required that education apps have to be implanted with advertisements and games; and Facebook also launched a popular science pop-up window to prevent the spread of wrong information about vaccines.

On September 6, 2019, Google announced the ban on unproven medical and drug advertising.

Of course, it is a fact that the Internet environment, which likes to take risks, needs to be "rectified" urgently, but accidentally hurting some "flowers and plants" will bring bad experiences: for example, sentence fans have not been able to go online so far, curiosity after the revision is not at all curious, and simple books can only be written on a single machine at present.

Third: Creating a New Ecology

Although during this period of time, Sohu's "fox friend", stranger's "ZAO" and microblog's "oasis" have once again experienced the same failures as multi-flash, toilet and chat treasure. However, just as the headlines were born under BAT's tiger's mouth, besides microblog and WeChat, two dark horses, fast hands and tremolo, were bred. When the war between Taobao and Jingdong was in full swing, another little red book and a lot of spelling came out.

We are not sure whether there is room for other apps to survive under the threat of the above "super APP". However, from microblog and WeChat to tremolo, users will not have an extreme sense of belonging to an APP under the temperament of Longwangshu.

And this is the opportunity for the next "Super APP"; it must have a better quality experience and ecological logic than the "predecessor" to catch up.

On September 10, 2019, Google released AR App "Wonderful China", which included more than 30 Chinese museum collections.

Who said AR social APP is harmless to humans and animals?



⑤
Algorithm bias?
○

In the process of correcting chaos, we must pay attention to a phenomenon that is relatively easy to ignore: data can be neutral, but algorithms have values.

This is also the essence of Zhang Yiming's failure of "algorithms without values" and Ma Huateng's victory in "science and technology for good.

Because it is difficult for algorithm engineers to maintain absolute rationality, they will be mixed with a little personal feelings, which makes the algorithm more "tendentious" out of thin air. In addition, data analysts or users "wear colored glasses" to look at this group of data, they will unconsciously enlarge the "facts" pieced together in front of their eyes ".

This is the "data bias" caused by human factors ".

Under the "Matthew effect", the strong are always strong, and the weak are weaker. This is a bottleneck that must be experienced after Weibo, WeChat and Douyin develop to a certain scale.

So, how to eliminate the "data bias" caused by this human factor?

On September 3, 2019, in order to reduce the competitive pressure of social media, Facebook is considering stopping the display of likes, and at the same time, it also plans to open the face recognition function to all users, and decided to cancel a related function called "label suggestion.

Facebook attempt is not necessarily the best choice, but it is at least a good start for other Internet companies.

And how should we avoid this "algorithmic bias?

1. Large enterprises take the lead

Just like Facebook, as the monopolist of big data, every move of large enterprises can affect the trend of the whole market; once large companies have more "sense of responsibility" for users' private data, the whole market atmosphere will naturally turn.

2, small companies break the game

For small companies, survival is the first priority, but if they go astray, it will only be in vain. Therefore, no matter how they choose, the best choice is to re-establish an "oasis" outside the ecological continent of large enterprises and surpass the "comprehensive and bloated" of large enterprises with a more extreme experience ".

3. User's Right to Know

As for individuals, we cannot easily try all kinds of "unspeakable" websites and APP because of playfulness, curiosity and conformity. There are not many people here who are just and have no law to blame the public. We need to be responsible for our private data and keep a little heart for those things of unknown origin. Even explosive APP and endorsement by large enterprises need to know a little about what fields the user data they collect will be used in.



⑥
Big Data Design?
○
After the "algorithm bias" is solved, do you think it is over?

No, as designers, we can actually participate in it.

Considering the inevitable trend of big data, its dark side and tendency, what we have to do is very clear:

Either, foster strengths and avoid weaknesses, and choose between the efficiency and security of big data.

Either, go back to basics and simply abandon all digitization.

Of course, balancing the two is also an option.

Tesla T1 racer


For example, unmanned driving is the first high-density data design, which will be divided into privacy accounts, travel accounts and security accounts in different scenarios. They each perform their duties and can also collaborate when needed.

Egguins egg rack


The second is the original ecological design that hardly contains "high-tech". Its focus is on fun, environmental protection and naturalness; of course, it does not mean that it is inherently insulated from data, and it is also common to make prototypes in other data tools.

Hplus medical equipment


The last one is compatible with data and original ecology at the same time. Its digitization is relatively mild with the help of appearance and accessories, and the original ecology will not be too mediocre with the background of digitalization.

Of course, considering the possibility of smart wear and smart home in the era of Internet of Everything, digitalization is the theme of the design at this stage. From individuals to families and even cities, we urgently need to rebuild a new digital ecological design meme. However, smart wear and smart home are closely related to people and pay more attention to data security.

After all, they are too close to the user, to the user's privacy.

Once upon a time, the Internet was only a necessary and insufficient condition for the human world; but today, the Internet has become an indispensable "necessary medium" for people like air and water ".

Once upon a time, we only had the self that we saw in front of our eyes and heard in our ears. But now, every terminal and even every screen can become our brain and eyes.

We naturally enjoy everything given by the Internet, and only right and wrong are left in 0 and 1. We greedily enjoy the senses given to us by data, and unconsciously become a "sheep" raised in other people's farms: we are handling the torrent of data and creating shallow content and emotional garbage. We have tamed the data and are being domesticated by the data. If we have any understanding, we were unaware of it.

Those super apps have formed new "digital continents", and 5G is the air of this world and AI is the sun of this world. Although the spark is faint now, who knows if we need Hou Yi to shoot the sun tomorrow?

In this process, our designers can do a lot of limited, we can do a lot; is to help each user ignite the future of the "fire".

PS: Some materials come from @ Tiger Smell @ Behance